Finland to Open Gambling Market and End Veikkaus Monopoly from 2027

The Finnish government has introduced a bill proposing to end the monopoly of the state-owned company Veikkaus on organizing gambling and online betting. This move will allow foreign operators to enter the market starting in 2027.

What Will Change for the Gambling Market in Finland?

According to the proposed bill, Veikkaus’ monopoly on online gambling will end at the end of 2026. Specifically, this will affect forms of gambling such as online sports betting, digital slot machines, and casinos. From this point, foreign operators will be able to apply for licenses, enabling them to legally operate in the Finnish market.

However, despite the changes, Veikkaus will maintain its monopoly on lotteries, scratch cards, and physical slot machines. Additionally, all gambling operators will be subject to strict requirements for verifying players’ identities.

Goals of the Reform

The Ministry of the Interior of Finland stated that the goal of the reform is to direct gambling into regulated channels and reduce harm from gambling addiction. Minister Mari Rantanen explained that the primary objective is to balance harm prevention with the creation of a licensed model that will attract companies to the legal market.

Moreover, it is expected that ending the monopoly will help bring back money currently flowing abroad. It is anticipated that half of Finnish players’ spending on online gambling is directed towards foreign companies.

Expected Changes in the Market

From 2027, a new body will be created to handle licensing and regulation of gambling in Finland. This role will be transferred from the current regulator, the National Police Service. The new body will be responsible for licensing, ensuring marketing compliance, conducting technical audits, and overseeing legal compliance.

One of the key aspects of the reform will be restrictions on gambling advertising. Marketing involving influencers will be prohibited, and advertising campaigns for certain gambling activities, such as digital slot machines and online casinos, will be banned in public places and near schools. However, advertising on licensed operators’ own websites and social media pages will be permitted.

Additionally, a player loss tracking system will be implemented, allowing users to set limits on their bets and self-exclude from all licensed platforms. Gambling operators will be required to take measures to identify and prevent abuse and gambling addiction.

Financial Consequences of the Reform

Under the new model, gambling revenues will be directed to the state budget through taxes and licensing fees. Veikkaus will continue to pay dividends to the state and will have the opportunity to receive exclusive licenses for the games it retains.

Licenses for private operators may be granted from the beginning of 2026, with legal operations possible from January 2027.

Expectations and International Context

The gambling market reform in Finland is part of broader trends in Europe. Similar changes have already been implemented in Sweden, Denmark, and other countries. The bill still needs to be approved by the Finnish parliament.

Conclusion

The draft bill on the liberalization of Finland’s gambling market promises significant changes for players and operators. It provides new opportunities for foreign companies and improves gambling control, which should reduce risks for players and increase market transparency.