{"id":10519,"date":"2025-08-19T11:29:17","date_gmt":"2025-08-19T10:29:17","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=10519"},"modified":"2025-08-19T11:29:24","modified_gmt":"2025-08-19T10:29:24","slug":"hippos-atg-oy-strengthens-its-leadership-amid-finlands-upcoming-gambling-reform","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/08\/19\/hippos-atg-oy-strengthens-its-leadership-amid-finlands-upcoming-gambling-reform\/","title":{"rendered":"Hippos ATG Oy Strengthens Its Leadership Amid Finland\u2019s Upcoming Gambling Reform"},"content":{"rendered":"\n<p><strong>Hippos ATG Oy<\/strong>, a new venture made between Finnish horseracing group <strong>Hippos<\/strong> and Swedish betting company <strong>ATG<\/strong>, has strengthened its leadership team with the appointment of its first senior hires.<\/p>\n\n\n\n<p><strong>Joonas Saha <\/strong>has taken up the role of Chief Commercial Officer, while <strong>Antti Koivula<\/strong> becomes Chief Compliance Officer. Both began their roles this week, which CEO <strong>Mikael B\u00e4cke<\/strong> described as a key milestone in getting the joint venture fully operational in the country.<\/p>\n\n\n\n<p>B\u00e4cke, who was appointed as CEO in early June, described the pair\u2019s arrival as a turning point for the business: \u201cWe are very pleased that Joonas Saha and Antti Koivula are joining our new company in Finland.\u00a0<\/p>\n\n\n\n<p>\u201cThey both bring valuable experience and knowledge that will strengthen our business. Their expertise and commitment are an important addition to our continued work.\u201d<\/p>\n\n\n\n<p><strong>From academia and telecoms to betting&nbsp;<\/strong><\/p>\n\n\n\n<p>Saha joins after a period as a doctoral student at the University of Jyv\u00e4skyl\u00e4, building on an earlier career in media and telecommunications, including several years with Finnish operator <strong>Elisa<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Outside of work, he is known in sporting circles as an ice hockey referee in Finland\u2019s top league.<\/p>\n\n\n\n<p>Koivula\u2019s background however is rooted in gaming law. Before this move, he was with <strong>Legal Gaming Attorneys at Law<\/strong>, advising on licensing, compliance, risk management and market entry in Finland\u2019s gambling sector.<\/p>\n\n\n\n<p>The firm praised Koivula\u2019s detailed knowledge of the country\u2019s ongoing regulatory overhaul, adding that he also brings personal betting experience after having worked as a sports bettor with a particular focus on horse racing.<\/p>\n\n\n\n<p><strong>Finland\u2019s next chapter<\/strong><\/p>\n\n\n\n<p>Hippos ATG Oy was formed in April this year with the aim to modernise Finland\u2019s horse racing and betting services, whilst having an eye on the regulatory changes due to take place in 2027.<\/p>\n\n\n\n<p>The joint venture has been focused on putting the fundamentals in place, from securing regulatory alignment to integrating technology systems and shaping products for the Finnish market.<\/p>\n\n\n\n<p>Finland plans to end its current online gambling monopoly and replace it with a new licensing system, and applications are expected to open early next year.&nbsp;<\/p>\n\n\n\n<p>The reforms are designed to move Finland so that it is in line with other European markets, such as tighter player protection rules including mandatory ID checks, a national self-exclusion register and stricter limits for marketing. Meanwhile, a new supervisory authority will also be set up to oversee the sector.<\/p>\n\n\n\n<p>Industry insiders see the move as a huge opportunity for international operators, whilst also providing Finnish racing and sports with fresh investment streams. With the clock ticking towards 2026, companies are already positioning themselves to be first in line when the new era begins.<\/p>\n\n\n\n<p>Back in 2023, CCO <strong>Koivula<\/strong> spoke to <em>SBC News <\/em>about Finland\u2019s upcoming changes, which have been in the works for some time. He said: \u201cIt is rather obvious that the switch to the licensing system would have a positive impact on the Finnish gambling industry, meaning ultimately more jobs.<\/p>\n\n\n\n<p>\u201cSo, it is of utmost importance to create a well-balanced licensing system in which taxation and restrictive characteristics are not overly strict but at the same time the state gets decent income and effective prevention of gambling problems is guaranteed.\u201d<\/p>\n\n\n\n<p>The appointments of Saha and Koivula are seen as a sign that Hippos ATG Oy is moving forward in its execution plan.<\/p>\n\n\n\n<p>Don\u2019t forget to subscribe to our <a href=\"https:\/\/t.me\/sbceurasia\">Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hippos ATG Oy, a new venture made between Finnish horseracing group Hippos and Swedish betting company ATG, has strengthened its leadership team with the appointment of its first senior hires. Joonas Saha has taken up the role of Chief Commercial Officer, while Antti Koivula becomes Chief Compliance Officer. Both began their roles this week, which [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":10520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,1,24,564],"tags":[13681,4907,904,52,13678,3624,46,13675,65,13677,13680,2419,13679,13684,13674,13676],"class_list":["post-10519","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-news","category-regulations","category-slider","tag-antti-koivula","tag-appointments","tag-atg","tag-betting","tag-equestrian-sports","tag-finland","tag-gambling","tag-gambling-market-reform","tag-gaming","tag-hippos","tag-hippos-atg-oy","tag-horse-racing","tag-joonas-saha","tag-mikael-backe","tag-top-managers","tag-wagering"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hippos ATG Oy Strengthens Its Leadership Amid Finland\u2019s Upcoming Gambling Reform - 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