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Finland is set to undergo a major transformation in its gambling landscape, shifting from a decades-long state monopoly to a competitive, licence-based market. This reform, expected to be fully implemented by January 2027 at the earliest, will fundamentally change how online betting, casino games and slots are regulated and offered to Finnish players.
Currently, Veikkaus Oy – a Finnish gambling company – holds exclusive rights to offer online casino games, betting and slot machines. Under the new Gambling Act, Veikkaus will lose these exclusive rights by the end of 2026, retaining control only over lotteries, scratch cards and physical slot machines.
Interestingly, Veikkaus will still be allowed to compete alongside private operators on a level playing field.
The new framework introduces two types of licences:
- Gambling licences: For operators to legally offer betting, online casinos, and money bingo to Finnish customers. Applications for these licenses open in early 2026, with market entry possible from 1st January, 2027.
- Gambling software licences: For companies providing gambling software used by licensed operators. These licenses will be available from 1st January, 2027.
Both licences will be valid for up to five years, and from 2028 onwards, all games offered to Finnish players must run on software from a licensed provider.
Focus on responsible gambling and compliance
The reform prioritises player protection and responsible gambling. All operators will be required to carry out strict age verification (minimum 18 years), identity checks and provide tools for self-exclusion across the entire licensed market. Player activity will be monitored to detect excessive gambling, with interventions such as player-set limits and support options mandatory.
Anti-money laundering (AML) and Know Your Customer (KYC) regulations are also emphasised. Operators must demonstrate compliance by implementing comprehensive AML policies, conducting risk assessments, and reporting suspicious transactions to Finland’s Financial Intelligence Unit.
Tighter marketing rules
Marketing activities will be allowed but under strict regulation. Advertising must be moderate, avoid targeting minors or vulnerable groups, and always promote responsible gambling. Affiliate marketing and influencer promotions are banned, and sponsorships are permitted only if they do not directly promote gambling or appeal to under-18s.
Operators will need to submit detailed marketing plans and annual reports to demonstrate compliance.
Bonuses and promotions tightened
The new law largely prohibits common promotional incentives like free bets, deposit bonuses and welcome offers. The only exception is a limited “bonus play money” scheme strictly for customer retention, with clear wagering limits and no cash withdrawal option. Loyalty programs and VIP rewards tied to gambling volume are also banned.
Pending technical game regulations
Specific technical limits, such as maximum bets, game speed, autoplay restrictions, and mandatory breaks, will be defined later by the Ministry of the Interior. These rules aim to minimise gambling harm, especially in fast-paced games like slots and online casinos. Both monopoly-held and licensed games (excluding poker) will follow these rules.
Taxation and fees
A uniform 22 per cent tax on gross gaming revenue (GGR) will apply to all operators, including Veikkaus. The monopoly’s current corporate income tax exemption will end, aligning it with private operators. Player winnings from licensed games will be tax-free, encouraging players to stay within the regulated market.
Operators and software suppliers will also pay annual supervision fees based on revenue, with Veikkaus paying a separate fee for its exclusive rights on physical games.
New supervisory authority
From 2027, a new regulatory body will take over from the National Police Board, overseeing licencing, compliance and enforcement. It will have authority to impose fines, revoke licenses and issue injunctions.
Finland’s reform comes after years of challenges with offshore gambling operators capturing an estimated 40 per cent of the online market, resulting in lost tax revenue and diminished player protection. By adopting a multi-licencing model, Finland aligns with EU standards and creates a safer, more transparent market for players.
The shift also opens a lucrative opportunity for international operators in a market with growing demand for online gaming.
