The Finnish gaming market is opening to competition – here’s what we now know about the gambling reform

The doors to the Finnish gambling market are set to open in stages starting from the beginning of 2026. A licence model will be used to regulate the market and prevent gambling-related harm. While licenced game companies will have to agree to preventative measures, they will also be allowed previously prohibited marketing opportunities in Finland.

“The licence model is a matter of credibility and responsible business. Finns place more trust in companies that operate under the regulated system,” says Head of Sales Development Teemu Savolainen from Sanoma.

The details of the legislation will affect the number of companies that wish to enter Finland. Estimates vary from 30 to 70.

“The potential that companies will see in Finland will heavily depend on the final legislation,” says Savolainen.

When will the gambling reform happen in Finland? 

The estimated timeline of the gambling reform looks like this:

• The legislation is finalised in Parliament in spring 2025.
• Applications for licences could be submitted in early 2026.
• Licenced gambling game operations could be launched 1 July 2026 at the earliest, or 1 January 2027 at the latest.
  

What does the new legislation look like?

The final content of the new gaming legislation is still under discussion. Here are some of the main points of the current proposal.

What will companies need to do to prevent gambling-related harm?

The bill proposes licenced companies would have to require their customers to set a daily and monthly deposit limit before making the first transfer to a gaming account. Authorities could further regulate fast-paced games with a high risk of harm by determining loss limits and the allowed frequency of rounds.

What are the suggested restrictions to marketing?

The key principle of gambling marketing in Finland is to protect children and youth from gambling harm as well as prevent further harm to the individuals already afflicted. This will be the spirit of the new legislation, too.

The new bill would allow licenced companies to use several marketing channels:

• The company’s own websites and social media accounts
• Linear TV and radio
• Print media and the corresponding digital media
• Outdoor advertising
• Advertising in physical gaming facilities (where the advertised games are available)
• Sponsorships

To protect vulnerable groups, outdoor advertising would be prohibited close to educational institutions and healthcare facilities. In addition, the bill would not permit sponsorships and collaborations with people or events with an under-age audience.

The current draft would not allow the use of affiliate networks in marketing, but the definitions around that are still unclear.

• Read more: Five things to consider when planning your marketing in the Finnish gaming market

Will the new legislation allow bonuses?

The current draft allows bonuses to existing, established customers within certain restraints. A bonus could be

• an item not related to gaming such a ticket to an event, a product or a service for free or at a discounted price
• a moderate deposit that can’t be directly withdrawn and is not related to the amount of money or time spent on gaming.

The rules on bonuses would need to be communicated to the customers in a clear and transparent way. The bonus system should not jeopardise the objective to protect players from gambling harm.

Why is the Finnish gambling legislation changing?

In recent years, Veikkaus’ status has weakened as players have increasingly turned to offshore gambling companies. The channelling rate of regulated games in Finland has significantly declined.

The monopoly worked as long as the channelling rate stayed high, says Savolainen.

“As Finnish gaming habits turn to foreign markets, Finland loses tax money and has no way to monitor or prevent harmful gambling. The situation has also placed Veikkaus in an unfair disadvantage as the only company whose offering and marketing are regulated.”

Savolainen considers the gambling reform a welcome change, as it brings more companies to work within the rules and restrictions of a commonly shared system.

Contact Sanoma to discuss the current situation of gambling legislation and marketing in Finland!