Finland Attracts Strong Operator Interest Ahead of iGaming Market Launch

Multiple operators have moved to secure a foothold in Finland as the country prepares to end its long-standing iGaming monopoly and transition to a regulated commercial market.

The reform follows the government’s decision to dismantle Veikkaus’s exclusive control of online gambling, paving the way for a competitive landscape. After months of discussion and legislative preparation, Finland has confirmed plans to open its online casino market to commercial operators.

The new iGaming framework is scheduled to launch on 1 July 2027, marking a significant shift in the country’s gambling structure.

Operator applications gather pace

Official figures show that 24 online operators have already applied for licences, highlighting strong early interest in entering the market. This aligns with Finland’s high levels of gambling participation, with studies indicating that around 70% of adults engage in some form of gaming activity.

Despite the previous monopoly structure, demand among Finnish players has remained strong, and the introduction of a regulated commercial market is expected to further increase participation.

Speaking to iGB, Pekka Ilmivalta described Finnish players as “heavy gamblers,” adding that the market liberalisation represents a “long-awaited change.” He also noted that online lottery products are likely to be among the most popular verticals among local consumers.

Further interest expected as market develops

A number of additional operators are reportedly monitoring developments before submitting licence applications, with key details around advertising and responsible gambling requirements still to be clarified.

Industry observers expect that the market could ultimately attract up to 50 licensed operators at launch. However, Veikkaus is expected to remain a major player despite the shift to a more open system, as it continues operating in a competitive environment following structural changes.

While the operator has had to adapt to the new regulatory landscape, Veikkaus has expressed optimism about the move towards a licensed iGaming market and the opportunities it presents for the sector.