Plan now or risk failure – expert advice for Finland’s 2027 betting market launch

(AsiaGameHub) –   Finland’s liberalized gambling market is set to open on July 1, 2027, yet with 13 months remaining, numerous questions from industry stakeholders await answers.

A lengthy legislative journey that began in 2022 concluded when President Alexander Stubb signed the Gambling Bill into law in January 2025. This legislation ends the monopoly of state-owned Veikkaus, establishing a multi-license system.

To date, 28 license applications have been submitted, as reported by Pekka Ilmivalta, Head of Office at Nordic Legal Finland, during a Gaming in Finland webinar last week.

“Business plans are in development, media marketing strategies and relationships are being formed, and sponsorships and corporate setups are underway,” he stated. “There is significant activity.”

Limited Finnish media options for operators

Ilmivalta anticipates over 50 applications by the launch date. The sector is also gaining clarity on expected regulations, with a further draft order from the National Police Board currently open for feedback.

“We expect some advice and direction from the regulator in Q1 2027, but the situation remains fluid,” Ilmivalta commented. “Much work remains. Simultaneously, there are other crucial aspects to address to be prepared in approximately 13 months.”

Marketing is a primary consideration. Similar to other newly regulated markets, Finland is poised for an initial surge of activity—comparable to the US in 2018-2020 or Brazil in 2025, though with a smaller population.

However, promotional campaigns are prohibited until the market officially opens. This grants state-owned entities—Veikkaus and Paf (the betting operator for the autonomous Åland Islands)—a notable advantage.

Paf has already initiated marketing efforts through a partnership with Formula 1 champion Kimi Räikkönen.

“We have held extensive discussions with Finnish media and marketing agencies regarding sponsorship possibilities,” Ilmivalta noted.

“With an anticipated 50 operators entering, media inventory and attractive sponsorship deals are limited. This presents another angle. To secure the prime media and sponsorship opportunities, proactive steps are essential.”

A plan is essential for success in Finland

Entering the Finnish market in 2027, like any new jurisdiction, involves inherent risks. It is possible that not all operators will remain by 2028, whether due to competitive pressures or regulatory breaches.

Regulatory clarity is another concern. Although the law is approved, including rules on marketing, certain aspects—such as player protection, a contentious topic between the industry and charity/health groups—are not fully settled.

“The uncertainty surrounding technical specifications is concerning, and waiting until the last moment could mean waiting too long,” said Niklas Bondestam, COO of Espoo-based gaming technology firm Ubetec.

“You may need to assume a minor risk, begin preparations early, and hope your approach aligns with the final rules. Even in a marathon, you might miss your target time. The pressing question is: when will we receive all the final details?”

Bondestam’s advice is straightforward: companies targeting Finland must begin preparations immediately. “Begin considering your necessary actions,” he urged.

“Develop a plan so you’re not starting from scratch once the final regulations are published. Have a strategy and commence work without delay.”

Balancing preparation with caution

This preparation must involve understanding the known specifics of the legislation.

Clémence Barret, Head of Direct Sales Gaming and Online at French IT services company Docaposte, advised operators to pay close attention to Finland’s rules concerning player transaction data.

“Do not focus on the technical details now, but you must grasp the broader implications for your operation,” she explained. “This means operators will require a robust data infrastructure to support their activities.”

The key lesson from the webinar is this: ensure you are preparing diligently, but avoid moving too hastily. A delicate balance is required.

Emphasizing the critical role of product strategy, Jaakko Soininen, Managing Director of iGaming technology provider Finnplay, said: “My foremost recommendation to operators is to thoroughly plan their product now. The technology will provide support, but competitive battles are largely determined by the product, so focus investment there.”

However, cautioning against premature action, Ilmivalta warned operators against any marketing before the launch, even if it allows Veikkaus and Paf a visibility advantage.

“If you commence full-scale marketing prematurely, the authorities will undoubtedly pursue you,” he said.