Players’ expectations of responsibility set the bar for gaming marketing in Finland

When choosing a gaming provider, the Finnish player prioritises reliability, security and brand familiarity. A new brand in the Finnish gaming market needs to earn their credibility through open communication and walking the talk.  

The Finnish player’s need for security is reflected in their expectations for gaming marketing: they value informative content that establishes trust over pure entertainment. This might have something to do with how Veikkaus, the state-owned company, has operated in the past. 

“For decades, we have had one voice on gaming in Finland, and strict regulation. What’s more, we’re not really a nation that values overstepping any marks,” says Content Director Jenni Lieto from Sanoma Content Studio. 

The new legislation could require all licenced operators to provide information on gaming support services on their advertising, along with taking several other measures to prevent harmful playing and monitor gaming behaviour. 

“Finnish players have gotten used to a gaming provider that cares. They expect operators to have preventative mechanisms in place and openly communicate about them. Establishing your position as a company that looks after its customers is a positive factor,” adds Teemu Savolainen , Sanoma’s Client Group Director. 

Moderate advertising targeted right – preventing the ad tsunami 

Keeping gaming advertising on a level that consumers find reasonable is beneficial to both operators and media companies. As a cautionary example, Teemu Savolainen points out the tsunami of gaming advertising in Sweden. 

“From a media company’s perspective, a good relationship with customers is essential, and excessive gaming advertising can drive consumers away. For this reason, the advertising inventory for gaming operators will be limited. Reach is a key factor, and this means the end user must be looked after,” Savolainen explains. 

Sanoma has conducted a gaming survey of over 3 500 participants through its consumer panel Suomitutka. Combining the data with Sanoma accounts reveals the kind of content those interested in gaming consume in Sanoma’s media environments. 

“This allows us to adjust inventory limits according to where the potential customers are and ensure that those not interested in gaming see as little advertising as possible. Our goal is to be a responsible partner for gaming companies by offering effective advertising environments and delivering measurable results while making sure that gaming advertising doesn’t disturb consumers,” Savolainen says. 

Don’t just claim responsibility, walk the talk 

The gaming industry comes with many negative connotations that can be partly tackled with transparency – but only if your actions are truly responsible and you have the proof to back up your claims.

“As a general rule in every business, responsibility starts where legal requirements end. Be willing to do more than you are asked of,” Jenni Lieto says.

Both Lieto and Savolainen raise the issue of protecting young people. Targeting tactical marketing to under 25s is not in line with the idea of safer gaming, even when the legal minimum age for gaming is 18.

As the amount of gaming marketing increases in Finland, it’s crucial for operators to invest in building a strong brand that Finnish players learn to recognise and trust.

“In all marketing, the biggest brand tends to reap some of the benefits of their competitors’ actions. In the gaming sector, what we will be facing is a host of previously unknown brands entering a market in which every single consumer is familiar with one brand. Your brand needs to stand out from the noise,” Lieto concludes.

Interested in Sanoma’s recent insights on Finnish gamers and gaming brands?