Finnplay was proud to organise the SBC Webinar "The Road to Finland Begins! What Operators Need to Know About Entering the Finnish Market" on February 11, 2025.
As Finland moves towards a regulated iGaming market, our expert panel provided essential insights into the upcoming licensing process, regulatory landscape, and key considerations for operators looking to enter this exciting new market.
Why Is Finland Changing Its Gambling Law?
According to Mika Kuismanen, CEO at The Finnish Trade Association for Online Gambling, Rahapeliala Ry, the shift from a monopoly to a licensing system has been driven by market behavior and a low channelisation rate. The Finnish government began this transition two years ago, with strong lobbying efforts helping shape the final law to be more operator-friendly than the initial draft.
The latest update from the legislative process indicates that the EU notification period has been extended to March 4, 2025, due to a detailed opinion from Malta. Despite this, there is a strong likelihood that the law will be passed before the summer break, which should start around midsummer. Operators are expected to be able to apply for licenses from January 1, 2026.
Key Features of Finland’s New iGaming Law
Pekka Ilmivalta, Head of Office at Nordic Legal, highlighted some of the most important legal changes:
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
Marketing & Affiliate Rules:
Marketing will be allowed
Affiliate marketing will be forbidden
Bonuses will be limited to existing customers (no welcome bonuses)
One critical concern raised was whether Finland’s regulatory body will have sufficient tools to combat unlicensed operations. While some enforcement measures, such as taxation tools, will be in place, IP blocking and money transfer restrictions were removed from the latest draft.
What Should Operators Be Doing Now?
Jaakko Soininen, Managing Director at Finnplay Technologies Oy, emphasized that while Finland’s regulatory framework is still evolving, operators must act now to prepare for market entry.
By summer 2025, operators should have their core suppliers secured and compliance plans in place to ensure a smooth licensing process by January 2026. The requirements will likely include:
Documentation of directors and ultimate beneficial owners (UBOs)
Omavalvonta (self-care) and duty of care processes
Customer care and responsible gambling measures
Operators must also consider the B2B licensing requirement from January 2028. Ensuring that key suppliers commit to obtaining a B2B license will be crucial for long-term market stability.
Interested in launching a brand in Finland?
Contact our Commercial Director Brian Forth to explore how Finnplay can support your entry into the Finnish market.
Will Finland Be a Difficult Market to Enter?
Drawing comparisons to other regulated markets like Sweden, the Netherlands, and Denmark, our panelists noted that Finland’s new gambling law is a blend of these models. Some challenges operators should expect include:
Strict regulatory reporting (details yet to be finalsed)
Marketing restrictions and potential limitations on customer incentives
Uncertainty around technical regulations, which will be developed later in 2025
While Finland may not be the easiest jurisdiction to enter, it represents one of the last major European markets to regulate online gambling, making it a highly attractive opportunity for operators.
Timeline for Finland’s Regulated iGaming Market
Milestone | Expected Date |
EU Notification Process Ends | March 4, 2025 |
Law Expected to Pass | Summer 2025 |
Operators Can Apply for Licenses | January 1, 2026 |
Market Opening (Earliest) | July 2026 |
Market Opening (Latest) | January 2027 |
B2B License Requirement Starts | January 1, 2028 |
Final Thoughts
With Finland’s iGaming market set to open in the next 1–2 years, operators must begin preparations immediately to be among the first to enter. While there are still uncertainties around technical regulations, responsible gambling requirements, and enforcement measures, the opportunities are significant.
At Finnplay, we are ready to support operators with our expertise in highly regulated markets and help navigate the Finnish licensing process.
Comentarios