Finland Prepares to End Its Gambling Monopoly: New Licensing Model in 2027

It’s official, Finland is stepping into a new era of online gambling. The Finnish government has proposed a huge reform that will dismantle the long-standing monopoly of Veikkaus in the industry of digital casinos and betting. This new Gambling Act will use a licensing system, which allows international and domestic operators to legally offer online betting and casino games starting in January 2027. This kind of reform is huge: it’s not just a change in regulation—it marks a revolutionary moment for the entire gambling industry in Finland. 

Key Highlights of the New Licensing Model

Under the new system, operators will be able to apply for two types of licenses. One of these is made for operating gambling games, and the other one is for providing gambling software. Right now, the idea is to start the licensing process of gambling operators in early 2026. This way the first licensed gambling operators would be able to start offering their gambling services in January 2027. Gambling software providers, on the other hand, can start submitting applications in early 2027. Because of this, all operators must use licensed software by the beginning of 2028.

Well, what does this mean for online casino players? For them, the transition could mean access to a wider selection of games, more user-friendly platforms, and appealing offers like a casino bonus with a substantial deposit match and free spins. For a long time now, some of the Finnish gamblers have relied on offshore sites, but after this reform, they can start to enjoy the domestic and regulated market of Finland.

Because of this officially announced reform, the Finnish gambling market has started to attract a lot of global operators, especially from the other Nordic countries. Since, according to statistics, user penetration in the gambling market will be at 45.1% in 2025, meaning that the population is highly engaged in online gambling, Finland’s gambling market possesses a lot of potential for different operators.

Regulation and Compliance: What License Holders Must Know

Operators who are willing to enter the Finnish market will need to meet strict requirements that are stated under the Gambling Act. A key part of the licensing process includes passing a “fitness and propriety” test, which is done to ensure that the applicant is legitimate, responsible, and operates transparently. This means that only natural persons, legal persons under the Finnish Enterprise Act, and non-profit organizations may apply.

According to the act, licenses will be granted for a maximum of five years. On top of this, they come with an annual supervision fee. To add another layer of protection, operators must also comply with a broad set of rules, which are regarding data transparency, regular audits, and technical surveillance of games. These kinds of requirements and rules align well with standards already in place in other EU countries with regulated markets, which is why they also position Finland as a trustworthy environment for both players and operators.

In addition to these requirements and rules, all gambling activity will require mandatory identity verification, and licensed operators must provide tools for players to access their transaction history and gambling activity. Finland’s already strong digital infrastructure supports seamless implementation of these requirements, making it easier to ensure that all players are over 18 and that gameplay remains transparent, fair, and traceable.

Marketing Rules: What’s Allowed and What’s Not

While marketing of licensed gambling games will be permitted, the new act introduces heavy restrictions regarding advertising and marketing in general. All advertising must be moderate in tone, volume, and frequency. This is so it doesn’t target any vulnerable populations or other restricted groups. Also, every ad must include the legal age limit of 18+ as well as information on how to gamble responsibly.

Right now, one of the most notable marketing limitations is the complete ban on influencer advertising. This is something most of the gambling operators do in other markets. In Finland, gambling operators can use their own social media channels for promotional content, but the content must be non-interactive, meaning that there can be no likes, comments, or influencer-driven engagement. What’s interesting is that sponsorships and outdoor advertising are allowed. However, they are still strictly regulated, and everything must happen under specific guidelines, which are issued by authorities.

Enforcement and Penalties for Non-Compliance

To maintain the integrity of the new system, the Finnish authorities will be equipped with a wide range of enforcement tools. Operators who violate any rules could face administrative sanctions, fines, and even license revocation. In some cases, illegal actions may even be prosecuted under the Finnish Criminal Code.

Additionally, authorities will also have the right to issue injunctions against illegal gambling activities. This includes blocking access to unauthorized games, ordering the removal of illegal content, or restricting marketing that violates the new guidelines. Even internet service providers can be ordered to take down offending materials when requested by authorities.

All of this just ensures that every operator complies with rules, guidelines, and requirements, making the Finnish market safe and reliable. Additionally, it also makes sure that operators with whom players are engaging are accountable under Finnish law.

Veikkaus: What Remains and What Changes

This reform also means the end of Veikkaus’s monopoly, at least in certain areas of the industry. While Veikkaus can keep its exclusive rights in a few areas, the monopoly ends when it comes to online casinos and betting games. This means that the company still holds a monopoly over lotteries, physical slot machines, pools, and land-based casinos. While it may sound complicated or bold, it’s just a strategy that ensures the state continues to have a foothold in the gambling industry while allowing private operators to enter.

To put it in other words, this means that players interested in traditional Finnish games like Lotto or in-store slot machines will still go through Veikkaus. However, those players who are interested in online gambling, such as online poker, digital slots, or online sports betting, will likely find better platforms from 2027 onward. The whole point is to try to redirect a significant portion of gambling activity, which is estimated at hundreds of millions of euros annually, into a regulated portion.

According to this report, an estimate from the Finnish Competition and Consumer Authority in 2021 states that about €520–590 million is spent on gambling outside the state monopoly annually. This amount is huge and just shows how important this new reform is, since it will ensure higher returns to public funds and safer environments for consumers.