Programmatic advertising in the new era of the Finnish gaming market

The Finnish market will soon open its doors to an entirely new industry as the reformed Gambling Act allows many gaming companies to launch business operations in Finland in 2027. How will this affect the landscape of digital advertising and programmatic buying? Sanoma’s Miia Salmi and Janne Lappalainen respond.  

While the concrete practices and restrictions are still in the talks, Senior Programmatic Manager Miia Salmi can already offer reassurance to those worried about the availability of ad inventory in 2027. 

”The competition for media coverage will increase, but at Sanoma, we will only make a certain part of our inventory available to the gaming market. This will most likely apply to both direct and programmatic buying.” 

Restrictions to the inventory available to gaming advertisers will cover not only digital media but also TV, audio and print. These limitations are in the interest of advertisers, consumers and media brands alike.

“We will take care of the consumer’s experience of our media by ensuring that, say, the front page of Ilta-Sanomat will not be flooded with gaming ads,” Salmi says. 

Now is the time to plan and build connections

When it comes to tangible actions to ensure your visibility through programmatic buying in 2027, Miia Salmi and Client Partner Janne Lappalainen recommend establishing connections with publishers in good time. Things are bound to get busier as the opening of the gaming market approaches.

If you have previously done programmatic buying mainly through open auction, deals are a great option to consider at this point. They ensure your access to all Sanoma’s programmatic products and inventory and give you a head start in a slightly more crowded market.

In addition, if you wish to target advertising with your own data, now is the time start the conversation and prepare for using custom audiences. Planning, groundwork and contracts all take their time.

“As long as the specifics of the restrictions and situation on both programmatic and direct buying are taking shape, the best way to get started is to get in touch with us or your own Sanoma contact,” Salmi says.

“The biggest gaming companies will not go to extremes”

The Gambling Act aims to protect vulnerable groups from gambling-related harm. The legislation requires advertising to be moderate and relatively neutral and prohibits the glorification of gaming. Finns are used to seeing gaming marketing from the current monopoly Veikkaus, but the entry of several new operators is bound to bring a visible change.

“Even if each operator advertises in a moderate and neutral way, the consumer will inevitably notice the overall increase in gaming marketing in media and on the streets,” says Janne Lappalainen.

Gaming ads often recall colourful neon lights and aggressive messaging, but Lappalainen believes most of the advertising will be considerably less intrusive.

“The biggest companies entering Finland will not go to extremes. They understand the necessity of building their brand in a new market instead of only urging the consumers to play.”

Gaming companies will be required a licence to operate in Finland. For publishers, programmatic deals are a surefire way to ensure only licensed operators can buy their inventory. Sanoma will, however, hold the reins with open auction, too.

“The market opening does not mean that any operator can automatically get hold of our inventory,” Miia Salmi assures.