Finland to Launch Liberalised Gambling Market by 2027

Finland Prepares for Liberalised Gaming Market in 2027

Major changes are coming to Finland’s gambling landscape!

Finland plans to liberalise its gambling market by 2027, ending Veikkaus’ longstanding monopoly.

Discover how these changes will introduce commercial operators and reshape the industry.

Stay informed on the latest developments as Finland prepares for a new era in gambling regulation.

Finland Prepares for Liberalised Gaming Market in 2027

The Finnish government has announced ambitious plans to liberalise the country’s gambling market, setting the stage for commercial operators to enter by early 2027. A draft gambling bill presented by the Ministry of the Interior outlines the end of Veikkaus’ current monopoly by late 2026, with a fully operational liberalised market launching in 2027.

The ministry is diligently compiling a bill to be presented during the Finnish parliament’s spring session in 2025. The aim of this bill and the subsequent legislation is to “prevent and reduce gambling disadvantages and to improve the channeling of demand into the legally regulated gambling system.”

If the bill receives approval, operators can begin applying for licenses in early 2026, while software providers can seek licenses starting in early 2027. Both operators and suppliers will be required to pay annual fees to a newly established supervisory authority, although the exact tax rate remains undetermined.

Timeline for Implementation

The government has set a comprehensive three-year timeline to transition to the liberalised market:

• 18 August 2024: Closing date for the government-run consultation process, currently seeking feedback from industry stakeholders.
• Q1 2025: Government proposal for the draft bill to be submitted to parliament during the spring session, typically in February.
• Q1 2026: Operator license applications open.
• Q4 2026: Veikkaus’ monopoly over sports betting and online casino games ends. The company will be split into two entities: one managing a monopoly for lottery and land-based gaming, and the other competing in the online market.
• Early 2027: Software suppliers can apply for licenses to provide online games in the market, and licensed gambling activities may commence.
• 2028: Operators can only offer games from locally licensed software providers.

New Regulatory Framework

Currently, gambling in Finland is overseen by the National Police Board, but this system will undergo a major overhaul. The Ministry of Finance will establish a new supervisory authority with comprehensive powers to regulate the market. This authority will focus on restricting black market operations by blocking online and payment traffic, directing demand to licensed operators.

Additionally, the new authority will enforce restrictions on marketing and advertising. The government has stated that “the amount, scope, visibility, and frequency of marketing should be moderate and necessary to direct gambling demand to licensed gambling activities.” The regulator will also implement a centralised self-exclusion register, allowing players to exclude themselves from all market offerings. Furthermore, unlicensed overseas advertising will be prohibited, with strict measures to prevent marketing targeted at minors and vulnerable individuals.

Potential Sale of Veikkaus Assets

The long-anticipated bill outlines the end of Veikkaus’ monopoly on online betting and gaming, splitting the company into various business units. This restructuring could lead to parts of Veikkaus being sold off, similar to Sweden’s former monopoly operator, Svenska Spel. The Ministry of the Interior has suggested that the state may consider relinquishing partial ownership of Veikkaus to enhance shareholder value.

However, Veikkaus will retain exclusivity over lottery, toto games (lottery-based sports betting), land-based slot machines, and scratchcards, and will pay an annual fee for these exclusivity rights.

Industry Consultation and Working Group

To ensure a smooth transition, the government has established a working group to oversee the process and is actively seeking feedback from industry stakeholders and government departments on its proposals. Topics for consultation include taxation, licensing procedures, marketing regulations, and Veikkaus’ future role in the market. The consultation period will conclude on 18 August.

Conclusion

Finland’s move to liberalise its gambling market represents a significant shift in the country’s approach to gaming regulation. By introducing commercial operators and enhancing regulatory oversight, Finland aims to create a safer, more competitive gambling environment. As these plans progress, stakeholders and industry participants must stay informed and prepared for the impending changes. The new era of gambling in Finland promises to bring both challenges and opportunities, reshaping the landscape for operators and consumers alike.