Ace the Finnish Gaming Market

Finland is opening its gaming market to competition with a licence model starting in 2027. 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.

Sanoma's services for gambling businesses

Knowhow

Gain new perspective and grow your in-house capabilities with training and inspiration from our 500 experts.

Data & Insight

Get a comprehensive grasp of the Finnish market through Sanoma’s extensive research. Utilise personalised audiences, segmenting tools, and industry insight to swap guesswork for data-driven decision making.

Media space and planning

Claim your space in the most popular media in Finland and let us help with what we do best: creating compelling campaigns, targeting, budgeting, and media choices from television, video, audio, digital to printed news and lifestyle magazines.

Programmatic buying and self-service digital advertising 

Optimise your campaigns in trusted media environments that have the highest reach in Finland. Make digital advertising a breeze with Sanoma Ad Manager, our self-service channel for campaign booking and reporting (at the moment platform is in Finnish only).

Sanoma Content Studio

Ensure consistent production of high-quality content with our team of content and video marketing specialists.

Get in touch to start now!

eCom & Gaming

Teemu Savolainen

Client Group Director

Book a meeting

teemu.savolainen@sanoma.com

eCom & Gaming

Antti Jalonen

Client Partner

Book a meeting

antti.jalonen@sanoma.com

eCom & Gaming

Janne Lappalainen

Client Partner

Book a meeting

janne.lappalainen@sanoma.com

eCom & Gaming

Juuso Puranen

Commercial Manager

juuso.puranen@sanoma.com

Read also:

Finnish players are rational and open to new brands Finnish players are discerning and make their choices based on reliability, credibility and safety, according to a survey conducted by Sanoma's Finnish Player Survey.

How will the opening up of the gaming market affect the advertising environment in Finland? Sanoma’s webinar outlined the background to the reform and the role of responsible marketing.

Finland is replacing its state gambling monopoly with a competitive licensing system opening to private operators in July 2027, with strict compliance and advertising rules in place, writes Jaakko Soininen, Managing Director at Finnplay.