{"id":11115,"date":"2025-10-15T12:00:21","date_gmt":"2025-10-15T11:00:21","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=11115"},"modified":"2025-10-15T12:00:25","modified_gmt":"2025-10-15T11:00:25","slug":"finland-half-measures-hinder-online-gambling-liberalisation","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/10\/15\/finland-half-measures-hinder-online-gambling-liberalisation\/","title":{"rendered":"Finland: Half-Measures Hinder Online Gambling Liberalisation"},"content":{"rendered":"\n

Finland<\/strong> must chart its own course toward liberalising its online gambling market by 2027<\/strong>. However, disagreements still persist between various camps over how the regulatory process should be defined.<\/p>\n\n\n\n

On paper, the opening of Finland\u2019s online market could be seen as the revival of a proven and profitable sector capable of fostering healthy competition.<\/p>\n\n\n\n

Yet the path toward this goal has been difficult for all involved: parliamentary debates have been ongoing since 2020, and the market remains in a state of uncertainty.<\/p>\n\n\n\n

As noted by observers and participants at the SBC Summit in Lisbon<\/strong>, 2027 cannot come soon enough. According to Jaakko Soininen<\/strong>, Managing Director of Finnplay<\/strong> and moderator of the panel dedicated to Finland\u2019s transition to a new system, \u201cthe wheels of reform began turning long before the parliamentary debates.\u201d<\/p>\n\n\n\n

The leadership of Veikkaus<\/strong>, the state-owned betting, gaming and lotteries monopoly, had already conceded in 2020 that it had \u201clost control of the online gambling market\u2026 an open secret that no party wanted to confront.<\/p>\n\n\n\n

\u201cEveryone knew the monopoly\u2019s foundations had eroded,\u201d Soininen said. \u201cVeikkaus admitted it, the regulators saw it, and yet no one wanted to take ownership of the solution. Finland has been living in regulatory limbo ever since.\u201d<\/p>\n\n\n\n

Politics, Deadlines, and Uncertainty<\/strong><\/p>\n\n\n\n

What could have been decided in 2022 will be determined in 2027, but anxieties are clearly visible on who controls the final stages of Finland\u2019s regulatory proceedings and licensing launch in 2026. Finnish leaders are prepared to fight every step of the way, they told audiences in Lisbon.<\/p>\n\n\n\n

As the timeline nears, a definitive law is expected to be approved by early 2026, launching Finland\u2019s licensing phase for 2027. Although the current government\u2019s programme targets 1 January 2027<\/strong> for market opening, several panellists in Lisbon noted growing speculation that the start could be delayed until after Finland\u2019s April 2027 general elections.<\/p>\n\n\n\n

Antti Koivula,<\/strong> Chief Compliance Officer of Hippos ATG,<\/strong> maintained that while the legislative text will likely be approved on time, political caution could see implementation pushed to June 2027. Most Finnish panellists, however, believe the government remains determined to keep the January target – even if it means racing the clock.<\/p>\n\n\n\n

However, Nils<\/strong> Anden,<\/strong> CEO of Kindred (FDJ United)<\/strong> interrupted, with a blunt observation: \u201cIt\u2019s obvious that the market will launch when Veikkaus is comfortable. I have a sneaking suspicion they\u2019d prefer that to be after the April election.\u201d<\/p>\n\n\n\n

Operators Demand Clarity<\/strong><\/p>\n\n\n\n

With the timeline still uncertain, operators are now facing an even bigger challenge \u2014 a draft law without direction. As Finland\u2019s legislation moves into its final consultation phase, industry leaders voiced frustration that they are being asked to build strategies and compliance systems without knowing the final rulebook.<\/p>\n\n\n\n

Sverker \u201cSwaga\u201d Skogberg,<\/strong> General Counsel of Paf,<\/strong> said the \u00c5land-based operator could \u201clive with the current draft\u201d, but warned that the legislation \u201cstill lacks the determinations needed for a mature and predictable market\u201d.<\/p>\n\n\n\n

Paf has urged the government to consider joint deposit limits, clearer affiliate conditions, and a defined framework for cryptocurrency and taxation.<\/p>\n\n\n\n

\u201cFinland should have the courage to lead, not just copy its neighbours,\u201d Skogberg said. \u201cWe\u2019ve seen what happens when regulation chases mistakes rather than prevents them. This industry moves fast, and so should the legislation. If we\u2019re serious about building a sustainable market, we need 2.0 regulation almost from the moment this one goes live – not another three-year wait.\u201d<\/p>\n\n\n\n

The government\u2019s instinct, however, appears to lean towards tighter centralised controls – a move that many believe could backfire. Antti Koivula warned that shared deposit or loss limits have failed in other regulated markets and risk alienating the very players Finland hopes to retain.<\/p>\n\n\n\n

Marketing and Public Backlash<\/strong><\/p>\n\n\n\n

\u201cA system that drives players to the black market cannot be called responsible,\u201d Koivula cautioned. \u201cWe can\u2019t protect consumers by pushing them away from licensed operators. If restrictions are introduced without the tools to enforce them, we\u2019ll end up repeating the mistakes of Sweden<\/strong> and the Netherlands<\/strong> – over-regulation followed by an exodus of players.\u201d<\/p>\n\n\n\n

Echoing the sentiment, Nils And\u00e9n warned that vague definitions and loose interpretations could create an uneven playing field and open the door to inconsistent enforcement.<\/p>\n\n\n\n

\u201cWe don\u2019t want to compete on who best interprets the duty of care or the marketing code – we want to compete on product,\u201d And\u00e9n told delegates. \u201cIf the rules stay vague, compliance becomes a lottery, not a standard. The regulator\u2019s job should be to set the parameters, not test who can guess them best.\u201d<\/p>\n\n\n\n

For operators, the fear is clear – Finland\u2019s final law may sacrifice precision for speed, and in doing so, risk the same confusion that undermined Sweden\u2019s liberalisation in 2019.<\/p>\n\n\n\n

Beyond the legal details, panellists at SBC Summit Lisbon agreed that marketing could become Finland\u2019s biggest test once the market opens. As moderator Soininen quipped, \u201cWhat do I tell my mother-in-law and auntie – not to watch TV for six months?\u201d<\/p>\n\n\n\n

Koivula warned that an uncontrolled \u201cmarketing war\u201d could trigger a public backlash, forcing politicians to tighten advertising restrictions soon after launch.<\/p>\n\n\n\n

\u201cIf we start 2027 with chaos on every screen, we\u2019ll only give the next government a reason to rewrite the rules in the interest of those angry aunties,\u201d he said to laughter from the audience.<\/p>\n\n\n\n

\u201cBut behind the humour is a serious point – this needs to be settled in Finnish law, not left to interpretation. The regulator must lead on communication and moderation, or the narrative will run away from us.\u201d<\/p>\n\n\n\n

Veikkaus and Finland\u2019s Market Future<\/strong><\/p>\n\n\n\n

Adding to the concern, Dainis<\/strong> Niedra,<\/strong> Managing Director for North and Central Europe at Entain Plc,  <\/strong>predicted that smaller brands would make the most noise in the early phase – flooding Finland\u2019s TV, print and outdoor media with advertising that could overwhelm consumers and irritate policymakers.<\/p>\n\n\n\n

\u201cThe outrage will focus on the mainstream channels,\u201d Niedra said. \u201cEveryone will chase visibility from day one, and that\u2019s when the backlash begins. It\u2019s predictable, it\u2019s costly, and it always ends the same way – with tighter rules that make the market harder for everyone. Finland has a chance to avoid that if it plans the rollout properly.\u201d<\/p>\n\n\n\n

Despite their differences, Koivula and Niedra agreed that the key to Finland\u2019s success lies in clarity and consistency. The regulator must issue specific, unambiguous guidance before licences are awarded, or risk undermining the credibility of the new regime before it even begins.<\/p>\n\n\n\n

\u201cWe need clarity, not discretion,\u201d Koivula said. \u201cIf the law is vague, enforcement becomes arbitrary – and then everyone loses. Operators want to follow the rules; the challenge is knowing what those rules actually are.\u201d<\/p>\n\n\n\n

Niedra added that uncertainty is the one condition the industry cannot plan for:<\/p>\n\n\n\n

\u201cThe industry can adapt to almost anything – tax hikes, limits, licensing costs \u2014 but not to confusion. The regulator must make its expectations explicit before the first licence is issued. Otherwise, the first 12 months will be spent firefighting instead of building the market.\u201d<\/p>\n\n\n\n

For all the talk of new entrants, Veikkaus remains the defining force in Finland\u2019s transition<\/strong>. The state-backed monopoly enters the open market with unrivalled brand recognition, customer loyalty, and data resources – an \u201coutstanding position\u201d, according to Nils And\u00e9n.<\/p>\n\n\n\n

\u201cVeikkaus has the strongest brand in Finland and a huge head start,\u201d And\u00e9n said. \u201cThey\u2019ve had years to prepare while others waited for the rules. But in an open market, share will naturally migrate – it\u2019s a question of how fast, not if.<\/p>\n\n\n\n

\u201cThe challenge for them will be adapting to competition and accountability qualities monopolies rarely need to master.\u201d<\/p>\n\n\n\n

Dainis Niedra was more direct, calling the new era a \u201cloyalty test\u201d for Finnish consumers and an early indicator of how fast the market can normalise.<\/p>\n\n\n\n

\u201cWe\u2019ll soon see how loyal Finns really are to Veikkaus,\u201d he said. \u201cLoyalty is powerful, but it\u2019s not infinite. When better products, faster technology and more engaging bonuses appear, loyalty may not stretch as far as many expect. This will be Finland\u2019s true market moment.\u201d<\/p>\n\n\n\n

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Finland must chart its own course toward liberalising its online gambling market by 2027. However, disagreements still persist between various camps over how the regulatory process should be defined. On paper, the opening of Finland\u2019s online market could be seen as the revival of a proven and profitable sector capable of fostering healthy competition. Yet […]<\/p>\n","protected":false},"author":7,"featured_media":8974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,1],"tags":[13681,5519,1016,12072,3624,2230,14274,9629,7173,14276,3672,1479,14275,2873],"class_list":["post-11115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-news","tag-antti-koivula","tag-dainis-niedra","tag-entain-plc","tag-fdj-united","tag-finland","tag-finnplay","tag-hippos-atg","tag-jaakko-soininen","tag-kindred","tag-nils-anden","tag-paf","tag-sbc-summit","tag-sverker-skogberg","tag-veikkaus"],"yoast_head":"\nFinland: Half-Measures Hinder Online Gambling Liberalisation - SBC EURASIA EN<\/title>\n<meta name=\"description\" content=\"Finland must chart its own course toward liberalising its online gambling market by 2027.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2025\/10\/15\/finland-half-measures-hinder-online-gambling-liberalisation\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Finland: Half-Measures Hinder Online Gambling Liberalisation - 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