Finland\u2019s open betting market will launch on 1 July 2027, but with 13 months left, there are still many questions that industry stakeholders want answered.<\/p>\n\n\n\n
A long-running legislative process that started way back in 2022 culminated in Finland\u2019s President, Alexander Stubb<\/strong>, signing the Gambling Bill<\/strong> into law in January 2025. The bill overturns the monopoly held by state-owned Veikkaus<\/strong>, introducing a multi-license market.<\/p>\n\n\n\n As it stands, there have been 28 licence applications so far, according to Pekka Ilmivalta<\/strong>. Head of Office at Nordic Legal Finland<\/strong>, speaking on a Gaming in Finland <\/em>webinar last week.<\/p>\n\n\n\n \u201cBusiness plans are being prepared, media marketing plans and relations are being built, sponsorships and incorporation of businesses and activities,\u201d he said. \u201cThere is lots going on.\u201d<\/p>\n\n\n\n Finnish media not in abundance for bookies<\/strong><\/p>\n\n\n\n Ilmivalta expects there to be more than 50 licence applications by the time the market is ready to launch, while the industry is also getting more information on what requirements it can expect, with one more draft order from the National Police Board <\/strong>under consultation.<\/p>\n\n\n\n \u201cWe are expecting from the regular some advice and guidance in Q1 \u201827, but let\u2019s see where it goes,\u201d Ilmivalta said. \u201cThere is still a lot to do. On the other hand, there are other things to consider and prepare for in order to be ready in 13 months or so.\u201d<\/p>\n\n\n\n Of these things to consider, marketing is a big one. Like any new market, Finland will see a gold rush in the early months \u2013 think the US during 2018-2020 and Brazil during 2025, albeit with a much smaller population.<\/p>\n\n\n\n However, marketing campaigns will not be permitted until the market launches. This does give the state-owned firms \u2013 Veikkaus and Paf<\/strong>, the latter the betting operator of the autonomous Aland Islands \u2013 a decent head start. <\/p>\n\n\n\n Paf has already got marketing underway, having partnered with Formula 1<\/strong> champion Kimi R\u00e4ikk\u00f6nen.<\/strong><\/p>\n\n\n\n \u201cWe have had a lot of discussion with Finnish media and marketing operators around sponsorship opportunities,\u201d said Ilmivalta.<\/p>\n\n\n\n \u201cAs we are expecting 50 operators to enter the market, there is not too much media space and interesting sponsorship opportunities available. That\u2019s another perspective on this. If you want to get the best ones from the media and sponsorship market, you should be acting.\u201d<\/p>\n\n\n\n Have a plan if you want to cross the Finnish line<\/strong><\/p>\n\n\n\n As with any new market, launching in Finland in 2027 will carry some risk. There is every chance that not every operator will still be there in 2028, whether due to failing to compete or to regulatory infractions.<\/p>\n\n\n\n Another issue is regulatory clarity. While the legislation has been approved, complete with its requirements around marketing and other areas, some areas are not entirely decided upon \u2013 like player protection, a topic which has drawn sharp divides between the industry and various charity and health organisations.<\/p>\n\n\n\n \u201cI\u2019m a bit worried about all the uncertainty about the technical specifications, and waiting it out until the end might mean you are waiting too long,\u201d said Niklas Bondestam<\/strong>, Chief Operating Officer of Ubetec<\/strong>, a gaming tech firm based in the city of Espoo.<\/p>\n\n\n\n \u201cYou might have to take a small risk and start early, and hope that your solution is correct.\u201d<\/p>\n\n\n\n Bondestam\u2019s recommendation is simple \u2013 companies interested in the Finnish market need to start preparing now. \u201cStart to think about what you need to do,\u201d he said. <\/p>\n\n\n\n \u201cHave a plan, so you don\u2019t just think about what you need to do when you get the final paper. Have a plan, and start immediately.\u201d<\/p>\n\n\n\n