Finland Investigates Veikkaus for Anti‑Competitive Practices

Finland’s gambling monopoly, Veikkaus, is under investigation by the Finnish Competition and Consumer Authority (FCCA).

The complaint from Sweden’s ATG accuses Veikkaus of restricting media data, exclusive partnerships, and unfair player transfers.

Such scrutiny could reshape the landscape ahead of the January 2027 liberalisation, when private operators will enter the market.

We analyse the allegations, potential implications for competition, and the future of Finland’s regulated iGaming ecosystem.

Finland’s FCCA Probes Veikkaus over Alleged Anti‑Competitive Moves Ahead of 2027 Market Reform

3 Key Points

• ATG Files Five Complaints Against Veikkaus. Includes halting race data sharing, blocking Swedish content, and exclusive staffing deals.
• FCCA Responds with Formal Investigation. Authorities confirmed ATG’s complaint and are now investigating alleged abuses of dominance.
• Implications Ahead of 2027 Liberalisation. Finland will open to private B2C/B2B operators by early 2027, with licence applications starting around 2026.

Finland’s state-owned gambling monopoly, Veikkaus Oy, is facing regulatory fire. The Finnish Competition and Consumer Authority (FCCA) has launched a probe following a formal complaint from Sweden’s ATG citing anti-competitive conduct.

Background: A Monopoly Faces Disruption

Founded in 2017 via a merger of national gambling entities, Veikkaus has dominated Finland’s gaming scene ever since. However, sweeping reforms are set to end this era. Finland plans to shift from a monopoly toward a regulated, licensing-based market by January 2027, with private B2C and B2B operators eligible as early as 2026. This signifies a seismic shift in Nordic gambling, aligning with similar liberalisation in Sweden and Denmark.

The Allegations: Five Claims, One Goal

ATG’s complaint centers on five key anti-competitive practices:

1. Canceling ATG Partnership – Veikkaus reportedly dropped its 16-year race data and media deal, effectively blocking ATG from Finnish race content, targeting Swedish punters
2. Blocking Swedish Sports Content – Veikkaus allegedly stopped offering Swedish sports betting to Finns, significantly limiting competition.
3. Securing Long-Term Contracting – The monopoly is said to have locked staffing and media production deals through 2030, excluding new operators from essential assets .
4. Mass Customer Transfer – Veikkaus plans to move over 1 million existing users into its licensed subsidiary, providing a head start unseen by rivals.
5. (Additional similar practices). These actions reportedly damage market fairness ahead of opening.

Regulatory Response: FCCA Takes Notice

The FCCA, Finland’s antitrust overseer, has acknowledged the complaint—launching an investigation into whether Veikkaus abused its dominant position. Though the FCCA handles various sectors, including asphalt and telecoms, this probe marks a high-stakes moment for Finnish gambling reform.

Strategic Stakes: Why It Matters

1. Market Equilibrium – These allegations, if verified, could entrench Veikkaus’s dominance and derail the competition agenda behind liberalisation.
2. Consumer Impact – By limiting content and access, Finnish players might face fewer licensed options, forcing them toward grey or unregulated sites.
3. Regulatory Integrity – The probe tests the resolve of Finland’s reform engine ahead of private operator entry.

Finland’s Liberalisation Roadmap

After decades of run under monopoly, Finland is finalising reforms. The Draft Gambling Act from November 2024 affirms plans to start licensing in 2026 and launch the new framework by early 2027.

Veikkaus remains a key stakeholder. Though it loses exclusivity over lotteries and on-site gaming, it keeps control over land-based machines and instant games. However, it must now compete in digital sports and casino markets.

Analogies from Sweden and Denmark

Finland’s move follows a broader Scandinavian liberalisation wave. Sweden opened in 2019, yet still battles grey market leakage. Denmark has maintained over 90% channelisation since liberalising in 2012. Finnish commentators suggest a hybrid regulatory model may fare better, combining strong licensing with enforcement and marketing rules .

What Comes Next

• The FCCA investigation will clarify if Veikkaus’s tactics violated competition law. Possible outcomes include structural remedies, fines, or operational mandates.
• New operators, including ATG, await a fair competitive landscape in 2027. Positive regulatory resolution could ensure level market access.
• Consumer protection improves if diverse licensed platforms and products enter the market—contingent on regulators enforcing transition rules.

The ATG complaint and subsequent FCCA investigation mark a critical moment for Finland’s gaming industry. As the monopoly bows to reform, regulators must ensure fairness and protect consumers during the transition to a licensed model.

If Finland navigates these changes successfully, it can model a Nordic hybrid—combining Denmark’s channelisation success with Sweden’s licensing structure. Now, more than ever, level playing fields and competition integrity will define the future of Finnish iGaming.

The coming months will reveal if Veikkaus adjusts practices or faces consequences. Ultimately, Finland’s ability to deliver a transparent, competitive, and regulated gambling market depends on today’s decisions—and how regulators uphold reform ideals.