A year away from market launch, gaming operators see potential in Finland

A year from now, Finland will launch its reformed gaming system, and the interest operators are showing in the market exceeds expectations. At SBC Summit in Malta, hot topics included media inventory and the final interpretations of the gaming legislation. 

The initial estimate of the number of gaming companies aiming to operate in Finland was 40 to 50. Right now, the number of licence applicants is between 70 and 80 – a clear sign that operators see Finland as a market with great potential. 

”A panel in Malta identified Finland as one of the most significant market openings in sight at the moment,” says Sanoma’s Client Partner Janne Lappalainen, who attended SBC Summit together with Client Partner Antti Jalonen. 

One of the factors at play is Finland’s relatively low tax rate for gaming operators – 22 per cent – when markets such as the UK and the Netherlands have recently raised their rates.

Final interpretations of the law are still to come

While there will be no more major changes to the gambling legislation in Finland, operators, media and other stakeholders are waiting for clear interpretations of the finer details. 

For example, the law requires the digital media used for advertising to be equivalent to print media. The practical implications of this are still obscure. 

”Larger operators especially are not willing to take any risks. Whatever the final interpretations, they want to stay on the safe side. As a big media house with both print and digital channels, Sanoma is a reliable choice,” says Antti Jalonen.

Get started now to secure media inventory and quality content

A year to go before the market launch, these are the final moments to contact potential media partners and secure your media inventory for 2027. Starting August 2026, Lappalainen and Jalonen say, all operators will be looking to form partnerships. 

”Especially if you have your eye on special solutions such as branded entertainment productions, quality takes time. Branded content is one way of making use of your own influencers outside social media,” Lappalainen says. 

At SBC Summit, Jaakko Soininen, Managing Director of Finnplay, stressed that the limited inventory should be used to the max by working on brand and strategy well ahead of time. 

”Sanoma’s insight and strategy services and data partnerships are excellent when it comes to targeting and enriching your data,” Jalonen points out. 

The Finnish team spirit benefits all parties 

The atmosphere among Finnish media, sports and sponsorship agents has always been friendly and open, and Jalonen and Lappalainen applaud the spirit in Malta, as well. 

”Since the beginning, there’s been a Finnish team spirit and a will to properly pull off the market change. There are things we can develop together even if we work in different fields,” says Jalonen. 

”The sports and sponsorship folks have their own goals and we have ours, but we help each other out and share, for example, our views on the legislation,” Lappalainen adds. 

Get started with your gaming advertising in Finland!