Finland Gambling Market 2025: How the Country is Preparing to Open Up
Finland Changes the Game
Finland is preparing for the biggest reforms in its gambling history: starting in 2026, the country will abandon the state monopoly of Veikkaus Oy and shift to a licensing model for online gambling.
These changes aim to strengthen control over the sector and reduce the share of the “grey” market, which was estimated at up to €550 million in 2023.
Online Gambling — A Growth Driver
In 2025, the Finnish gambling market may reach €2.4 billion, with 65% of that coming from the online segment — about €1.56 billion.
Market Overview:
| Indicator | Value |
|---|---|
| Total Market Volume (2025) | €2.4 billion |
| Online Gambling Share | 65% |
| Player Spending on Veikkaus Products (2022) | €1.07 billion |
| Average Annual Spend per Person | €240 |
Who Plays and How
According to THL, in 2023, 70% of Finns (aged 15–74) played at least once — that’s around 2.5 million people. The core audience is men aged 30–59, with the 45–59 age group being especially active.
Player Profile:
- Men are more likely to engage in sports betting and poker
- Women prefer bingo and lotteries
- Older adults (60–74) actively play lotteries and slots
- 44% of residents play online
- 24% — offline only
- Lotteries remain popular in both formats
Why the Monopoly is Being Abolished
Veikkaus is losing ground: offline availability is declining, and consumers are turning to online platforms. At the same time, the outflow to offshore operators remains high. The government wants to legalize the market and increase the “white” market share to 80–90%.
Plans include:
- Introducing licenses for online casinos and betting
- Keeping lotteries and offline casinos under Veikkaus
- Setting a 22% GGR tax for private operators
What Will Change for Players
- More platforms with Finnish-language interfaces
- Wider variety — poker, live casinos, real-time betting
- Stricter responsible gaming measures
- Tighter advertising rules — no aggressive marketing
Reform Expectations
After licensing is launched in 2026:
- Outflow to offshore sites will decrease
- Service quality will improve
- Tax revenues will increase
- The market will become more diverse and competitive