Finland Moves to End Gambling Monopoly with New Licensing Model

The Finnish government has officially submitted a bill to Parliament that would mark the end of Veikkaus’ exclusive rights to online betting and digital casino games. The proposed legislation would replace the current monopoly system with a new licensing model set to launch in January 2027.

Under this reformed framework, private operators would be allowed to apply for licences to offer online sports betting and casino games. The move would bring Finland’s gambling system more in line with models already in place in Sweden and Denmark.

Veikkaus would maintain its monopoly on lottery draws, scratch cards, and land-based gambling, including physical slot machines and casinos. Across all gambling services, mandatory identity verification and age restrictions would remain in force.

The legislative push follows a February debate in Parliament, during which Prime Minister Petteri Orpo’s government confirmed its commitment to dissolving the monopoly and moving toward a competitive market. The primary aim of the reform is to "increase the channelisation rate"—in other words, to steer players toward legal, regulated operators while reducing gambling-related harm.

According to the Finnish Competition and Consumer Authority, “around 50% of Finnish online gambling expenditure currently goes to offshore operators,” sparking demand for legislative overhaul.

A new licensing and supervisory authority will be established in 2026, assuming full regulatory responsibility from the National Police Board by 2027. This new body will enforce advertising restrictions, review technical standards, and oversee compliance and harm prevention measures.

As part of the bill, strict marketing rules are being introduced. Influencer marketing will be banned, and outdoor promotion of high-risk games—such as online slots—will be prohibited. Operators will only be allowed to advertise on their own websites and social media platforms under clearly defined guidelines.

Additional player protection measures include a unified self-exclusion system, real-time loss tracking, and mandatory financial limits across all licensed operators.

Revenue from the newly licensed sector will be generated through corporate taxes and licence fees. Veikkaus will continue to pay dividends to the state and apply for exclusive rights to the gambling products it retains.

If approved by Parliament, licences for private operators could be issued as early as 2026.

In January, Finnplay announced that it had confirmed operator agreements, affirming its readiness and commitment to supporting operators as Finland prepares for legalisation.