The Finnish government has unveiled its proposed licensing fees and taxation structure for the country’s new gambling system, marking a major step in the long-anticipated reform of Finland’s gambling sector. The changes will bring an end to the state-owned Veikkaus monopoly and introduce a competitive, licence-based model.
This overhaul, a key objective in Prime Minister Petteri Orpo’s government agenda, is designed to strengthen regulatory oversight, enhance transparency, and ensure a safer gambling environment. It also aims to increase state revenue and minimise gambling-related harm through stricter controls and better player protection mechanisms.
Timeline: From Monopoly to Competitive Market
A draft Gambling Act, submitted to Parliament on March 20, 2025, outlines a multi-phase transition plan. Principles of the new model include licensing private operators for online casino games, slot machines, and sports betting, while Veikkaus retains exclusive control over lotteries, scratch cards, and land‑based gambling activities.
Under the timeline:
- Licence applications open in January 2026.
- Licensed providers are expected to launch in early 2027.
- Veikkaus’s online monopoly ends December 2026, paving the way for full competition in 2027.
Private operators will need both a gambling-game licence and a software-provider (B2B) licence, valid for up to five years . Initial estimates suggest application fees around €50,000, with annual supervision fees tied to gross gaming revenue (GGR), ranging from roughly €4,000 (for GGR under €100,000) up to €434,000 (for GGR exceeding €50 million).
Tax Regime: Aligning with Nordic Counterparts
The government has proposed a 22% tax on gross gaming revenue for licensed operators, a rate comparable to Sweden and Denmark. Revenues will flow to the state through three main streams:
- Licence fees and supervisory charges
- Corporate income tax from operators
- GGR tax
Meanwhile, Veikkaus will continue generating dividends and a monopoly licence fee for lotteries and land-based gambling. The bill underscores player safety through mandatory ID-verification, tools like self‑exclusion, loss-tracking, and deposit/time limits. Operators must continuously monitor player behaviour and intervene when necessary. A centralized system will allow players to set limits across all licensed operators.
Finland’s new licensing model focuses exclusively on domestic operators and does not affect international platforms. Consequently, the best UK casinos tested by Helsinki Times remain outside this regulatory framework, as they are not licensed under the Finnish system. Models like casinos without verification in the UK have gained popularity for their convenience, particularly among younger users. While they enable faster onboarding without ID checks, Finland’s approach leans heavily toward safeguarding player welfare through full KYC protocols.
Advertising Rules: Tight Controls on Promotion
While marketing will be permitted, it comes with stringent restrictions. Brand advertising on websites and social media is allowed, but influencer marketing is banned, and external affiliates are prohibited. Direct marketing, high-frequency repetition, and minors in adverts are off-limits. Sponsorships must exclude handlers under the age of 18 and cannot target youth‑oriented events.
Until the end of 2026, gambling regulation remains under the National Police Board. From early 2027, a new Finnish Supervisory Authority, operating under the Ministry of Finance, will take over licensing and enforcement. This body will have tools ranging from technical audits and fines to licence revocation and blocking access to illegal services.
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Balancing Revenue Gains with Public Safety
A key objective of the reform is to increase channelisation, shifting gambling spend from offshore operators to regulated domestic platforms, and thus boost national tax intake. Simultaneously, the reform acknowledges the potential increase in visibility and marketing as competition grows, aiming to offset this with tighter harm‑prevention measures.
The announcement coincides with another notable consumer trend: the strawberry season has kicked off in Helsinki, though prices remain elevated . This summer context underscores a broader debate on household spending, whether on recreation or fresh produce like strawberries, consumers are weighing their options carefully.
What Comes Next
The draft bill is currently under parliamentary review, with potential adjustments before adoption later in 2025. If approved, the game‑changer comes into effect:
- Licensing launches January 2026
- Competition begins early 2027
- Full implementation by 2028, with B2B providers incorporated
This major shift marks a transition from Finland’s historic gambling monopoly to a regulated, potentially healthier and more competitive market landscape, one designed to balance public revenue and consumer safety.