As Finland prepares to end its state monopoly on online gambling, a significant industry shift is already underway. Sweden’s ATG, best known for its horse racing betting sites, has partnered with Finland’s national trotting association, Suomen Hippos. The’re forming a joint venture that will compete in Finland’s future regulated iGaming market.
This 50/50 partnership aims to offer a full suite of digital gambling services, from sports betting and online casinos to horse-race wagering as soon as private operators are allowed to enter the market starting in 2027. The move mirrors similar competitive shifts seen in other European jurisdictions where players often turn to British sports betting sites for broader gaming options.
Finland’s Transition to a Licensing Model
The Finnish government introduced a bill in March 2025 that will bring an end to Veikkaus’s digital monopoly. The bill proposes the creation of a licensing model for private companies, allowing them to apply for permits from January 2026. Which means that the regulated market is expected to go live in January 2027.
While Veikkaus continues to control lotteries, scratchcards, and land-based gaming, private operators will be allowed to offer online casino games, bingo, and betting services under five-year licences. The shift also includes stricter responsible gambling measures and the creation of a new national supervisory authority.
The goal? To reduce the share of unlicensed gambling, which reportedly accounted for over €550 million in turnover in 2024.
ATG and Suomen Hippos: A Strategic Partnership with Deep Roots in Horse Racing
The new joint venture between ATG and Suomen Hippos is more than just a business move — it’s a strategic collaboration aimed at strengthening Finland’s horse racing industry.
Although both organisations hold equal ownership, profits will be split 40/60 in favour of Suomen Hippos. Up to 60 percent of proceeds will be reinvested into the local trotting ecosystem, funding everything from race prizes to infrastructure development.
Backed by Nordic Expertise
Founded in 1894, Suomen Hippos has long been the steward of Finland’s national horse, the Finnhorse. They also oversee all licensing, competitions, and breed standards. ATG, meanwhile, has operated Sweden’s horse betting monopoly since 1974. It successfully adapted to its country’s own market liberalisation in 2019.
Together, the two entities aim to deliver a modern, responsible and locally grounded gambling experience for Finnish players.
ATG and Suomen Hippos are Ready for 2027 and Beyond!
With a Helsinki-based operation in the works and preparations aligned with Finland’s regulatory timeline, the ATG–Suomen Hippos venture is set to become one of the first serious contenders in Finland’s newly open iGaming market. In addition strong reinvestment in the domestic horse racing scene, it’s a win for the industry. Not only for the Horse racing scene but for Finnish culture as well.