There is expected to be a significant number of companies applying for an iGaming licence in Finland, as preparations continue towards the market’s 2027 launch date.
Speaking on the recent Gaming in Finland webinar, Nordic Legal’s Head of the Finland Office, Pekka Ilmivalta, shared that 28 companies have already submitted applications for a licence to offer iGaming products to players once the liberalised iGaming market goes live on 1 July next year.
By the time that autumn arrives later this year, that number is expected to be closer to 50 iGaming licence applications. It was unclear if this number was just operators, just platform brands, or if suppliers were included too, but interested companies need to start putting the wheels in motion soon if they wish to be part of the commercial market from day one.
Ilmivalta stated: “We are living in very busy times right now. The application process is going on. According to last Sunday’s newspaper, we have 28 applications so far. I have no doubts that we will be heading towards 50 applications at the end.
“Other preparations we see are business plans being prepared, alongside media marketing plans, media relations being built, sponsorships and also incorporation of businesses and activities here in Finland, so lots going on.”
Ilmivalta added: “The regulators stated that the first licences will be submitted in the autumn. That’s the expectation and that’s what the regulator has brought to the public.”
“I have no doubts that we will be heading towards 50 applications at the end of the year.”
Nordic Legal’s Head of the Finland Office, Pekka Ilmivalta
Work to do
Ilmivalta mentioned that operators are waiting for guidelines on several topics, such as marketing and responsible gambling, but that they are continuing to work on other areas of business once they have submitted an application for a licence.
“Operators are preparing for the application process and submitting the applications, but not everything is ready when the application has been submitted, or even if the licence has been granted. There are lots of things to do.
“There are lots of policies and rules to be drafted, even afterwards. There’s legal work after that, but also marketing guidelines and responsible gambling guidelines. We are expecting from the regulators some advice, some guidance, probably in Q1 2027, but let’s see where it goes. There’s still a lot to do.
“On the other hand, there’s a lot of other things to consider and to prepare to be ready in 13 months or so. From our side, we would like to remind stakeholders that there’s always a possibility to provide questions to the National Police Board, to the regulator. We will do that for some of our clients, but there’s always a possibility to get clarifications if anything is unclear.”
Finland’s iGaming market
Commercially licensed operators will be able to offer sports betting, online casino games, online slots and online money bingo in Finland once the country’s iGaming market opens up next year.
Exclusive control over Lotto, Eurojackpot and physical slot machines will be retained by Veikkaus, however. But the state-owned operator is backing market liberalisation and fair competition between operators to help combat the rising influence of the black market.
Finland’s Gambling Act is based on the same licensing system as its neighbouring Nordic countries of Denmark and Sweden, with the goals of channelisation via a comprehensive and competitive licensed market to protect players from gambling harm.
An in-depth regulation and direction analysis of the Finnish iGaming market was recently provided to iGaming Expert by Jon Hautamäki and Niko Hannolainen of Nordic Law. Topics covered included duty of care, marketing, technical standards, software licensing and AML, as well as what’s to come next.
The Gaming in Finland webinar also featured Peter-Paul de Goeij, Managing Consultant at Quod Bonum Consulting; Niklas Bondestam, Chief Operating Officer at Ubetec; Jaakko Soininen, Managing Director at Finnplay; and Clémence Barret, Head of Direct Sales Gaming & Online at Docaposte Trust & Sign, hosted by Gaming in EU Founder Willem van Oort.
