Finland is preparing for a major transformation in its gambling market, with the government confirming that it will move from a state monopoly to a fully regulated, competitive licensing regime starting in January 2027. This long-awaited change will reshape how gambling is offered, marketed, and controlled across the country, creating both opportunities and challenges for local and international operators.
End of the Monopoly Era
For decades, Veikkaus Oy has held exclusive rights to operate gambling services in Finland. Under the new system, this monopoly will end, allowing multiple operators to apply for licenses. The reform is designed to open the market to competition while ensuring strong consumer protection, strict advertising rules, and responsible gambling oversight.
What the New Licensing Regime Will Bring
Starting in 2027, companies will be able to apply for B2C gambling licenses. A separate B2B licensing system for suppliers and software providers is expected to follow in 2028. Applicants will need to prove ownership transparency, compliance with anti-money laundering laws, and a solid track record in responsible gambling. The new model will mirror European best practices but with a strong Finnish focus on social responsibility and harm prevention.
Strict Marketing and Affiliate Restrictions
One of the most notable elements of the reform is the plan to ban affiliate marketing and heavily restrict influencer-led promotions. Licensed operators will have to handle all customer acquisition directly through their own channels, such as official websites or sponsorships. Independent content creators and third-party promoters will not be allowed to use referral links or affiliate models. This approach aims to reduce aggressive advertising and better protect vulnerable players.
Impact on Operators and Market Entrants
European and UK offshore casino operators looking to enter Finland’s newly regulated market will need to rethink their strategy. With affiliate marketing off the table, building strong brand awareness and customer trust will rely on direct communication and transparent marketing. Compliance and risk management will play a central role, as regulators are expected to enforce high standards from the start. Companies that already begin adapting their structure, governance, and marketing approach could secure a valuable early advantage.
Why Finland’s Approach Stands Out
Unlike other European markets that opened to competition in the past, Finland’s model will combine open access with tight control. The focus on banning affiliates and restricting influencer promotions is unique in Europe and reflects the government’s determination to prioritize consumer safety over rapid market growth. At the same time, the competitive element is expected to boost innovation, improve product quality, and increase tax revenue.
What to Expect Next
Over the next year, Finland will publish detailed licensing criteria, application fees, and transitional guidelines. Operators should monitor these developments closely and begin preparing their compliance and marketing frameworks. The Finnish government has also signaled tougher supervision of unlicensed operators targeting local players before the new system takes effect.
The shift from monopoly to regulated competition marks one of the most significant changes in Finland’s gambling history. The move toward a licensing model promises a more dynamic market with greater choice for players and better protections for society. For companies ready to adapt to this new landscape, January 2027 could be the start of a major new chapter in Finnish iGaming.