It’s time to plan your gaming marketing in Finland - here’s what to do while the legislation takes shape

Many gaming operators hesitate to take steps while the reform of the Finnish gambling system is still underway and the restrictions to marketing remain open. Sanoma’s experts share three concrete actions you can do right now to get started and ensure visibility from the get-go.

Gaming marketing – where and how to do it in an effective and responsible way – was a hot topic in the Finnish iGaming Conference in Helsinki in the beginning of September. The event pulled Finnish and international professionals in and around the gaming industry to discuss the significant shift happening in the Finnish gaming market. 

Sanoma’s Client Partner Antti Jalonen describes the mood among gaming operators as hesitant.

“Currently, we are all waiting for the legislation to be finalised in parliament in late October or early November 2025. Until then, there will be some tentativeness in the air about the details and what you will or will not be allowed do,” Jalonen says.

Despite the uncertainty, you can already put in a great deal of work to ensure your brand will get off to a flying start when the market opens. 

“Almost all operators declare they want to be all-in from day one. If that’s your plan, it’s high time to start preparing. Right now, some operators are mostly waiting to see how the legislation turns out, while others are already laying the groundwork,” says Client Partner Janne Lappalainen.

Use research and insight to get familiar with the market 

“Marketing is the single element you can use to differentiate from competitors with a very similar product to yours,” Jalonen points out. 

To make the most of your marketing, you need solid foundations: knowledge on the market and your audience in it. Sanoma’s media reach almost the entire Finnish nation, which provides wide-ranging data on Finns as consumers. This data is invaluable to a brand planning their marketing in a new area. 

“Many gaming companies tend to benchmark Sweden, and this is something I wish to challenge. It’s not a given that the tactics that worked in Sweden will work in Finland. The two are not the same,” Lappalainen says.

Sanoma’s Finnish Player Survey, done in March 2025, was completed by 843 Finns, 730 of whom had played gambling games. The survey showed, among other interesting qualities, Finns’ tendency to make choices based on safety and credibility when trying out new brands. 

Read more: The Finnish player is open and discerning 

Create customised audience segments 

In addition to learning about the market, data is valuable when scoping out your audiences. The goal of creating custom segments is both to find the right people in different media and to add to your customer understanding. Segments also allow you to vary your message to appeal to different audiences. 

“Custom segments can be created now from your own customer data, industry insight or other data on the target group. You will then have the segments ready to use in targeting digital advertising the minute the market opens,” Jalonen illustrates. 

Read more: Three steps to successful market entry in Finland 

Ensure your visibility in the most relevant media

When you have a solid understanding of your most potential audiences, you can start figuring out the best combination of media for your brand. With limited advertising inventory available for gaming companies, establishing partnerships now is a way to ensure future visibility. 

“When you have gone through the research, found your audiences and compiled creative concepts with a media partner, the next step of turning them into effective campaigns together comes naturally and effortlessly,” Jalonen says.

Want to take the first step towards mastering the Finnish market? Get in touch to learn more about the Finnish Player Survey!