Finnplay Recognised As Key Player In Finland’s iGaming Reform

Finnplay Recognised As Key Player In Finland’s iGaming Reform

As Finland moves toward a groundbreaking transformation in its gambling legislation, leading business publication Kauppalehti has spotlighted the local iGaming technology provider Finnplay in a recent feature detailing the nation’s journey toward a newly licensed online gambling market.

For decades, Veikkaus has operated as the sole legal gambling entity in Finland. That monopoly, however, is now poised to end. The Finnish government is preparing to implement a liberalised licensing framework for online gambling, set for parliamentary approval in autumn 2025 and a full market launch by 2027.

According to Finland’s Competition and Consumer Authority (KKV), approximately €800 million in annual gambling spend is currently going to foreign operators. With the regulatory shift, this figure could be redirected to licensed entities operating within Finland, significantly boosting the local iGaming economy.

Finnplay’s Strategic Positioning

In the midst of this reform, Finnplay has emerged as a standout player, already positioning itself for success under the new regime. The Kauppalehti feature names Finnplay as a technology leader ready to capitalise on the coming changes.

“Opening the Finnish market represents our most significant strategic opportunity in the next three years,” said Jaakko Soininen, Managing Director of Finnplay.

Finnplay’s platform is built to support regulated operations, offering tools for player account management, responsible gambling compliance, and full regulatory adherence. The company exclusively operates in regulated markets such as Sweden, Estonia, and the Netherlands — and is now actively engaged in conversations with prospective Finnish partners, having already signed several letters of intent.

Financial performance in 2024 has further cemented Finnplay’s reputation, with revenues surging by 37% to €15.5 million and net profits reaching €5.1 million, supported by an impressive 41% operating margin.

A New Market Ecosystem Emerges

Beyond Finnplay, the article delves into the broader ecosystem that will be essential to a thriving regulated market. From game developers and platform providers to payment processors and legal consultants, the entire value chain will be vital in enabling a compliant and competitive environment.

Estimates suggest 30 to 40 operators may enter the Finnish market, many of them international brands operating remotely. However, only the most adaptable and competitive are expected to succeed post-launch.

KKV projects that the licensed Finnish iGaming market could reach between €500 million and €1 billion in gross gaming revenue. The shift is likely to influence player behaviour, with more consumers expected to gravitate toward regulated offerings — mirroring the Swedish market’s 30% growth following similar reforms.

A Focus on Responsible Gaming

While the liberalisation is widely welcomed by stakeholders, experts cited in the Kauppalehti feature stressed that player protection must remain a central pillar. Effective measures to mitigate gambling-related harm will be crucial to the long-term success of the new model.

Finnplay aligns strongly with this view. As a technology provider committed exclusively to regulated markets, the company emphasises the importance of responsible gaming and regulatory transparency in building sustainable operations.

With Finland now on the cusp of joining Europe’s growing network of licensed iGaming markets, Finnplay’s early preparation, strong technology offering, and responsible approach place it at the forefront of what promises to be a landmark shift in the region’s gaming landscape.