Gaming in Finland – get to know the Finnish player
Compared to many other European countries, Finland is a small market – but when it comes to gambling, don’t let that fool you. Finland ranks in the global top 5 for gambling per capita, and traditionally, the attitude towards gaming has been liberal.
To put it simply, Finns don’t need to be taught how to play.
“By using gambling profits to support Finnish culture and sports, Veikkaus has established gaming as a positive thing in the Finns’ minds. Everyone has a direct contact to gaming in one way or another. There are slot machines in every grocery store, and scratchcards are given for Christmas,” says Antti Jalonen, Client Partner at Sanoma.
Veikkaus, the current monopoly holder, has over 2,5 million registered users in a country with a population of 5,5 million. The average amount of money a Finnish player spends is also relatively high. For new companies entering the market after the gambling reform, the biggest potential lies in the group that already likes to gamble.
The downside of Finns’ gaming habits is, of course, gambling-related harm. The aim of the upcoming reform is to steer players towards licenced companies that commit to certain harm-reducing actions and agree to regulations.
Lottery to online casinos – how do Finns like to gamble?
The typical Finnish player is a male in the age group of 30 to 59. The most played games in Finland are lottery and slot machines in places other than casinos. Clients of offshore companies favour casino games, betting, and poker.
“Young men who follow sports and are interested in betting have a lot of potential when it comes to other kinds of gaming, too,” says Jalonen.
55 % of Finnish adults currently play Veikkaus’ games only. As the market opens, this group will be exposed to new companies and products, as will be the population that doesn’t gamble at all (30 %). 15 % of Finnish adults are already clients of offshore game companies.
Most gambling takes place online. 44 % of Finnish adults play gambling games online, while 24 % play them in physical facilities only.
“Veikkaus’ network of physical gambling sites gives them somewhat of an advantage. It’s exceptional for one company to have such a strong foothold,” remarks Jalonen.
Sanoma researches the Finnish gaming market and playing habits. Contact us for the latest results!
Hit the jackpot with data on the gaming industry and Finnish media use
As a tidal wave of gaming companies enters Finland, the ones to stand out will be those with a crystal-clear brand, message, and understanding of their target audiences and local media.
”Sanoma is well acquainted with Finnish media use and the types of communication that hit the mark here. If we take, for example, a 65-year-old player with a liking for bingo, we can use our data to open a window into their media use,” explains Jalonen.
There are numerous ways Sanoma gathers and utilises data and insight about the gaming industry:
- Tailor-made market research projects can be used to take a closer look at your own target audience. Suomitutka, our own consumer panel, is a great tool here.
- Segmenting tools deepen the understanding of specific target groups, their media use and motives behind it. This helps localise marketing to hit the spot.
- Toimialatutka (‘Industry Radar’) is an extensive report on a specific industry, its target audiences and marketing that allows us to bring the best insight and benefits to our partners.
- Sanoma’s widespread media palette constantly adds to our knowledge of the media use of Finnish people and the creative content they’re drawn to.
Ready to dive deeper? Get in touch!
Antti Jalonen
Client Partner
eCom & Gaming
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