Finland’s gambling industry is undergoing a significant transformation, with digital platforms now accounting for 65% of the market’s gross gaming revenue (GGR), amounting to approximately €1.56 billion of the total €2.4 billion market in 2025.
This surge in online gambling can be attributed to several factors. Over 90% of Finns have internet access, facilitating easy engagement with online gambling platforms. The widespread use of smartphones has made mobile gaming a significant contributor to the online gambling sector. Innovations such as virtual reality (VR) and augmented reality (AR) are enhancing user experiences, making online gambling more immersive.
Regulated vs. Offshore Casinos
Currently, Finland operates under a state-controlled monopoly, with Veikkaus Oy holding exclusive rights to organise gambling activities. However, approximately 50% of Finnish online gambling expenditure goes to offshore operators, including the top recommended UK non GamStop casinos by Helsinki Times, which attract players with fewer restrictions, wider game selections, and competitive bonuses.
In response to the growing online gambling market and the significant share held by offshore operators, Finland is planning to introduce a licensing system by 2027. This reform aims to increase market regulation, enhance consumer protection, and boost state revenues.
Casino Games or Sports Betting?
Among the various forms of digital gambling, online casino games are currently the most popular choice for Finnish players. Slot machines, blackjack, roulette, and live dealer tables collectively account for 43% of the online market share. Slots, in particular, dominate user engagement, thanks to their fast-paced playstyle and the rise of new slots with gamified features like bonus buy options and tournament leaderboards.
Sports betting remains a strong second in the Finnish online gambling market, accounting for 31% of digital gambling activity. Ice hockey and football are the most heavily wagered-on sports, particularly during major tournaments like the UEFA Champions League and the Finnish Liiga season. Live betting is particularly popular, with in-play markets seeing a 25% year-over-year increase in activity. In international markets, sportsbooks in the UK remain among the most competitive, offering extensive market coverage and innovative wagering features – trends that could influence Finland’s own betting landscape post-licensing reform.
Lotteries and Instant Games Still Hold Appeal
Although more traditional in nature, lottery games and instant win scratch cards still hold a 16% share of the online gambling market. Weekly draws and Eurojackpot games are especially popular among older demographics, many of whom began gambling offline and have gradually transitioned to Veikkaus’s digital platform.
Cultural Acceptance and Future Outlook
For generations, gambling has held a steady presence in Finnish society, with long-standing favourites like lottery draws and sports wagering deeply rooted in national pastimes. The evolution toward digital gambling isn’t surprising. It reflects Finland’s broader shift toward tech-driven lifestyles and increasingly digital entertainment habits.
Now, as policymakers prepare to overhaul the country’s gambling framework, the challenge lies in fostering a fair and open market without compromising player safety. The proposed licensing model, due by 2027, aims to introduce clear rules that welcome private operators alongside Veikkaus, ensuring both competitiveness and responsible oversight.