The Finnish gaming market is opening to competition – here’s what we now know about the gambling reform

The doors to the Finnish gambling market are set to open in stages. A licence model will be used to regulate the market and prevent gambling-related harm. While licenced game companies will have to agree to preventative measures, they will also be allowed previously prohibited marketing opportunities in Finland. Update (spring 2025): The law is expected to pass in summer 2025, with license applications opening in January 2026 and market launch expected in January 2027.

“The licence model is a matter of credibility and responsible business. Finns place more trust in companies that operate under the regulated system,” says Client Group Director Teemu Savolainen from Sanoma.

The details of the legislation will affect the number of companies that wish to enter Finland. Estimates vary from 30 to 50.

“The potential that companies will see in Finland will heavily depend on the final legislation,” says Savolainen.

When will the gambling reform happen in Finland? 

The estimated timeline of the gambling reform looks like this: (Updated spring 2025)

• The legislation is finalised in Parliament in spring 2025.
• Law expected to pass: Summer 2025
• Applications for licences could be submitted in  January 2026.
• Licenced gambling game operations could be launched January 2027 (expected)
  

What does the new legislation look like?

The final content of the new gaming legislation is still being finalised.  However, the following elements are now confirmed in the latest draft:

• Licensed Market: Digital casinos, slots, bingo, sports betting (5-year licenses)
• Monopoly Market: Lottery, scratch games, physical casinos, and land-based slots
• GGR Tax: 22% for licensed operators, plus an annual supervision fee (€4,000–€400,000)
• Responsible Gambling Requirements: Operators must provide strict player protection tools
• B2B Licensing: Required from January 2028

What will companies need to do to prevent gambling-related harm?

Licensed companies must offer robust player protection tools. Customers will need to set personal deposit limits before they can play. Authorities may impose additional restrictions on high-risk game types, such as setting round limits or loss caps.

What are the suggested restrictions to marketing?

Marketing will be permitted under strict conditions, with particular focus on protecting vulnerable groups. Updated highlights:

• Marketing will be allowed
• Affiliate marketing will be forbidden
• Bonuses may only be offered to existing customers (welcome bonuses are not permitted)

The key principle of gambling marketing in Finland is to protect children and youth from gambling harm as well as prevent further harm to the individuals already afflicted. This will be the spirit of the new legislation, too.

The new bill would allow licenced companies to use several marketing channels:

• The company’s own websites and social media accounts
• Linear TV and radio
• Print media and digital media
• Outdoor advertising (with location restrictions)
• Advertising in physical gaming facilities (where the advertised games are available)
• Sponsorships (excluding those targeting minors)

To protect vulnerable groups, outdoor advertising would be prohibited close to educational institutions and healthcare facilities. In addition, the bill would not permit sponsorships involving underage audiences.

• Read more:Five things to consider when planning your marketing in the Finnish gaming market

Will the new legislation allow bonuses?

Yes – but with tighter controls. The current draft allows bonuses to existing, established customers within certain restraints and not as welcome offers. Acceptable forms could be

• an item not related to gaming such a ticket to an event, a product or a service for free or at a discounted price
• a moderate deposit that can’t be directly withdrawn and is not related to the amount of money or time spent on gaming.

The rules on bonuses need to be communicated to the customers in a clear and transparent way. The bonus system should not jeopardise the objective to protect players from gambling harm.

Why is the Finnish gambling legislation changing?

In recent years, Veikkaus’ dominance has eroded as Finnish players have increasingly turned to offshore gambling companies. The channelling rate has dropped, and the monopoly no longer functions effectively.

“As Finnish gaming habits turn to foreign markets, Finland loses tax money and has no way to monitor or prevent harmful gambling. The situation has also placed Veikkaus in an unfair disadvantage as the only company whose offering and marketing are regulated.”

Savolainen considers the gambling reform a welcome step, bringing more operators under a common legal framework.

Contact Sanoma to discuss the current situation of gambling legislation and marketing in Finland!