Many European iGaming stakeholders are awaiting the development of the Finnish framework, as an indication of the direction the market will take.
Speaking to SBC, Entain, COO, Dainis Niedra laid out that he believes the main challenges will be “Daily collaboration with the regulator, intense competition and close cooperation between those tackling the black market.”
He emphasised that the only effective strategy to combat the black market is going to require a united approach from all relevant stakeholders in the country.
At the heart of this is ensuring that the player experience is better and more efficient on the regulated market, compared to the black market.
In terms of anticipating how lucrative the market could be, Niedra assessed it as tricky to assess, with the sheer size of the market leading to it being immensely competitive.
Niedra detailed: “Transitioning from a monopoly to an open, licensed market is a complex process that demands careful planning, regulatory reform, and close coordination among stakeholders. At its core, this transition is about building effective communication. One side must be willing to listen; the other must be ready to speak, repeat, explain, clarify, suggest and ask questions.
“There will be mistakes. There will be instances of non-compliance — not all operators will be prepared to follow the rules from day one. But we are all here to create something lasting and sustainable, something that endures beyond our time.
“The success of Finland’s transition to an open market will rest on three pillars: trust, transparency, and enforcement. Governments must act as impartial referees, while industry players must rise to the occasion as responsible competitors.
“A phased, consultative, and well-regulated approach offers the most reliable path to a stable market — one that benefits consumers, protects society, and supports a healthy, competitive industry.”
Looking ahead, he stated: “This is not the time to relax or assume everything is settled. The gambling industry is complex and has rarely enjoyed the favour of politicians. With the adoption of the law and the liberalisation of the market, the real work is only beginning.
“The law is a living organism — this is both its strength and its vulnerability. With the right influence, it can always be steered in a particular direction. That’s why it is essential to remain actively engaged.
“We must be prepared to continuously work with government officials and political parties, to share knowledge, and to clearly articulate the perspectives of both players and licensed operators.”
