Finland Approves First 12 Gambling Licences Ahead of July 2027 Market Opening

Finland has taken a significant step towards liberalising its online gambling sector, with authorities confirming the approval of the first 12 operators under the country’s new licensing framework. The decisions mark a major milestone in the transition away from a state-dominated gambling system and prepare the market for the entry of licensed private companies on July 1, 2027.

The National Police Board, which is overseeing the licensing process, confirmed that 12 gambling operators had secured approval by October 26. By that date, authorities had received 79 applications, demonstrating substantial interest from companies seeking access to the Finnish market.

No applications had been rejected at the time of the announcement, although the licensing process remains ongoing. The initial approvals represent an important stage in the regulatory preparations ahead of the planned market launch, when eligible operators will be able to begin offering gambling services under Finnish law.

Twelve operators secure initial approvals

The first group of approved companies includes Hippos ATG Oy, Sunflower Gaming Limited, Granturo Finland Ltd and Skill On Net Ltd. Granturo Finland is associated with Wildz Group, which is among the established names seeking to participate in the restructured market.

The other operators granted licences are SuomiVeto Oy, Cloudberry Ent Limited, SixthSpin Limited, KuuFlip Limited, RocketLily Ent Limited, Nivei Ursi Limited, YTBlue Limited and Buccone Trading Limited.

The approvals provide these companies with a pathway to enter Finland’s regulated online gambling market when the new system becomes operational. However, the licences do not permit them to begin commercial gambling operations immediately: the scheduled launch date remains July 1, 2027.

The number of applications received by late October highlights the level of competition expected when Finland opens the sector. The new framework is intended to bring operators into a nationally regulated system, creating a formal route for private businesses to offer services that have historically been dominated by the state-owned gambling company.

The licensing process is being administered by the National Police Board during the transition period. The authority is responsible for assessing applications before the regulatory responsibilities are transferred to the Finnish Supervisory Agency in July 2027.

Veikkaus awaits a decision as its monopoly narrows

The initial list of approved operators does not include Veikkaus, Finland’s state-owned gambling company. The company has submitted its own application but was still awaiting a final decision when the latest approvals were reported.

Veikkaus occupies a central position in Finland’s existing gambling system, but the forthcoming reform will substantially change the scope of its exclusive rights. Under the new framework, the company will retain exclusive control over lottery-type games, scratch cards and physical slot machines and casino games.

By contrast, online betting and specified digital gambling products will be opened to competition, allowing licensed private operators to enter the market alongside eligible Veikkaus operations.

The distinction is central to the reform: Finland is not abolishing its state-owned gambling company or eliminating every form of monopoly. Instead, it is dividing the market between activities that remain under exclusive state control and those that will be supplied through a competitive licensing system.

Veikkaus’ pending application means its position in the newly regulated competitive segment remains subject to the licensing process. Its existing role in the sectors reserved for exclusive operation is expected to continue under the reformed system.

A new regulatory model for online gambling

The transition is part of a wider overhaul of Finland’s gambling legislation, designed to move specified online gambling activities into a regulated competitive market. The reform establishes a licensing framework under which operators must obtain official authorisation before providing covered gambling services.

The Finnish authorities have presented the changes as a means of directing gambling activity towards services operating under domestic regulation and supervision. The approach is intended to improve the proportion of gambling conducted within the nationally controlled system while maintaining measures to prevent and reduce gambling-related harm.

Under the implementation timetable, companies have been able to submit applications to the National Police Board since March 1, 2026. Licensed operators are scheduled to begin offering gambling services on July 1, 2027, when the principal provisions governing the new market take effect.

The Finnish Supervisory Agency is due to assume responsibility for licensing and supervising gambling services from that date. The agency will also begin issuing gambling software licences, with a further requirement scheduled for July 1, 2028: holders of exclusive and gambling licences will then be permitted to use only gambling software supplied by an appropriately licensed provider.

The phased introduction is intended to give regulators and businesses time to prepare for the new arrangements, including the requirements governing operators, their technical systems and their obligations towards players.

Licensing requirements and player protection

The opening of the market will not remove regulatory obligations for gambling operators. Companies entering Finland must comply with the requirements established under the new Gambling Act, including rules concerning player identification, responsible gambling and the prevention of gambling-related harm.

The legislation retains the minimum gambling age of 18 and requires mandatory identification for gambling activities. Registered players will be able to use tools such as self-exclusion, spending controls and self-monitoring features. Operators must also monitor player behaviour and provide mechanisms designed to reduce the risk of harmful gambling.

The framework provides for a centralised self-exclusion system covering licensed operators, alongside the ability to exclude oneself from particular games or categories. Players will also be required to set daily and monthly limits on the money they transfer into their gambling accounts.

Regulators will have enforcement powers against operators that fail to meet their obligations. Depending on the circumstances, authorities may order unlawful activities to stop, impose administrative fines or apply penalty payments for more serious breaches.

Licence withdrawal remains a possible last resort.

These provisions form part of the government's broader effort to combine greater competition with safeguards for consumers.

Strong interest ahead of the launch

The first 12 approvals offer an early indication of the companies preparing to compete for Finnish customers once the new market opens. With 79 applications received by October 26, the licensing process has already attracted a diverse group of operators, including companies connected with established international gambling businesses.

The absence of rejections at that stage does not mean every application has been approved. The 12 licences represent the decisions completed so far, while the remaining applications are still subject to the regulatory process.

For operators, the coming months will be an important preparation period before the July 2027 launch. For the authorities, the priority will be to complete licensing decisions, establish the supervisory arrangements and ensure that the new system is ready to operate within the statutory timetable.

Finland's approach will preserve Veikkaus' exclusive position in selected traditional gambling activities while introducing competition across designated online products. The result will be a mixed model that combines state-controlled services with a regulated market for private operators.

The initial licensing decisions therefore represent more than an administrative development.

They signal that Finland's planned restructuring is progressing from legislation towards implementation, setting the stage for a substantial change in the country's online gambling industry.

By fLEXI tEAM