The guaranteed launch of Finland\u2019s new gambling market marks a historic turning point for European gambling regulation, as the final EU member state dismantles its online monopoly structure.<\/p>\n\n\n\n
Two weeks ago, Finnish President Alexander Stubb <\/strong>gave presidential sign-off\u00a0 to Finland\u2019s new Gambling Bill<\/strong>, formally ending Veikkaus\u2019s long-standing monopoly and guaranteeing the rollout of a multi-licence online gambling market by July 2027.<\/p>\n\n\n\n Finland\u2019s transition confirms that every EU nation regulated online gambling regime will operate under a competitive multi-licensing framework.<\/p>\n\n\n\n The shift represents a decisive endorsement of regulatory models long advocated by the European Gaming and Betting Association (EGBA)<\/strong>, which has consistently argued that open, well-regulated markets deliver stronger consumer protections, higher channelisation and more effective regulatory oversight than monopoly systems.<\/p>\n\n\n\n EGBA Secretary General Maarten Haijer <\/strong>described Finland\u2019s reform as the completion of a regulatory journey that has been unfolding across Europe for nearly two decades.<\/p>\n\n\n\n \u201cWe\u2019re pleased that Finland has finally moved to a multi-licensing system for online gambling. The momentum towards multi-licensing in Europe is now complete.\u201d\u00a0<\/p>\n\n\n\n Haijer said: \u201cGovernments have concluded that public policy objectives \u2014 particularly around consumer protection \u2014 are more effectively met through well-regulated online competition fostered by multi-licensing.\u201d<\/p>\n\n\n\n He added that extensive European regulatory experience has produced overwhelming evidence that multi-licence frameworks outperform monopoly regimes across key policy goals \u2014 from tax generation to market control.<\/p>\n\n\n\n \u201cWith nearly 20 years of regulatory experience in Europe, it\u2019s clear that full multi-licensing across all online gambling products offers the best pathway to create a competitive, consumer-centric and well-regulated market,\u201d he noted. <\/p>\n\n\n\n \u201cThis approach strengthens regulatory oversight, improves channelisation to legal operators, and delivers sustainable tax revenues for governments.\u201d<\/p>\n\n\n\n Can multi-licensing shine through in Finland?<\/strong><\/p>\n\n\n\n EGBA has also positioned multi-licensing as the most effective structural defence against the rapid growth of illegal online gambling across Europe. <\/p>\n\n\n\n The association argues that monopoly systems and product restrictions consistently push consumers toward unregulated offshore platforms \u2014 where consumer safeguards are absent and public revenues are lost.<\/p>\n\n\n\n \u201cMulti-licensing creates attractive, regulated alternatives that draw players away from the black market,\u201d Haijer said. \u201cIf policymakers are serious about combating illegal gambling, building competitive licensed markets is the proven solution.\u201d<\/p>\n\n\n\n