Ace the Finnish Gaming Market

Finland is opening its gaming market to competition with a licence model starting in early 2026. Market shares are claimed fast, so the race for the Finnish players’ attention has already begun. Keep reading and get the best tips on how to start with a bang!

State-owned Veikkaus has held a monopoly for decades, supporting Finnish culture and sports and building an open and permissive atmosphere around gaming. The gambling reform is estimated to bring 30–70 new operators to the market.

The market and regulations are still taking shape and will continue to do so even after the legislation is finalised. Sanoma’s extensive data and research on both the gaming industry and Finnish media use allows us to support our partners in entering the market, raising brand awareness, and reaching the Finnish players – even as changes arise and the market develops.