Finland Advances Gambling Bill to Launch Competitive Market

Finland has officially taken the next big step toward reshaping its gambling industry.

The long-anticipated bill to introduce a competitive licensing system is now in parliament, with full market launch expected in 2026.

The reform opens major opportunities for operators, suppliers, and stakeholders eyeing Finland’s digital-first, player-protected gaming future.

Get ready for one of Europe’s most transformative gambling regulatory overhauls—here’s everything you need to know.

Finland Moves to End Gambling Monopoly with Competitive Licensing Law by 2026

3 Key Points:

• Operators can apply for licences from January 1, 2026; B2B licences become mandatory by 2028.

• A 22% GGR tax will apply; a new regulator will oversee operations, advertising, and harm prevention.

• Despite a challenge from Malta, Finland defended the reform as fully compliant with EU law.

Finland has officially set the wheels in motion for one of the most ambitious overhauls of its gambling framework in decades. On March 20, the Finnish Parliament received the long-awaited gambling reform bill, drafted by the Ministry of the Interior. This landmark proposal aims to replace the state-run gambling monopoly with a competitive licensing model, starting January 1, 2026.

Following submission, the bill will be reviewed by parliamentary subcommittees for analysis and potential amendments. Experts suggest the broad political consensus behind the proposal makes its approval a near certainty, though its final vote may stretch into autumn.

🇫🇮 The End of the Monopoly Model

Finland has operated under a gambling monopoly for years, but offshore operators have continued to dominate the digital space. Official figures show that only around 50% of digital gambling activity is captured by the legal monopoly, leaving half the market untaxed, unlicensed, and unregulated.

The government’s new position is clear: it wants to eliminate unregulated operators while fostering a safer, well-monitored gambling ecosystem.

“The current gambling policy has not been successful, as gambling is a significant problem for some Finns,” the bill states.

The reform has been in motion since October 2023, when a cross-sector working group was formed to examine licensing, tax policy, advertising rules, and responsible gambling measures. The bill was then released for a six-week public consultation in mid-2024.

What’s in the Bill?

The core provisions include:

• A 22% gross gaming revenue (GGR) tax on licensed operators.
• Mandatory B2B licensing starting in 2027, with full compliance required by 2028.
• The establishment of a new gambling regulatory authority to oversee the sector.
• Enhanced responsible gambling requirements and advertising controls.

The B2C licensing process will kick off in January 2026. The full regulated market is set to launch later that year or early 2027. Operators and suppliers eyeing market entry should begin preparations now, including technical readiness and compliance assessments.

EU and Malta Response

In November 2024, Finland notified the European Commission of its plans, as required under EU law. The Commission raised no objections. However, Malta, home to many online gambling operators, issued a detailed opinion in February 2025 expressing concerns.

Finland responded by expanding the justification in the proposal—now over 100 pages longer—but made no substantial legal changes. The mandatory standstill period ended on March 4, allowing the Finnish government to proceed.

According to gambling law expert Antti Koivula, “This reform represents a significant milestone in opening Finland’s gambling market to competition while maintaining strong regulatory oversight.”

A New Chapter in Finnish Gambling

Finland’s gambling reform marks a pivotal shift from state control to open, regulated competition. The government aims to increase market channelisation, curb offshore participation, and enforce stronger player protections.

By January 2026, operators will have the opportunity to secure a legal foothold in one of Europe’s last remaining monopoly-driven gambling markets. Suppliers, too, will be required to meet strict licensing requirements by 2028.

With the political will firmly behind this change, Finland’s regulated gambling era is set to begin—bringing new opportunities, greater accountability, and a player-first approach to gaming.

Operators should begin preparing now to ensure compliance and secure early access to this evolving and potentially lucrative market.