Finland is moving closer to a major transformation of its online Gaming market as the country prepares to introduce a competitive licensing system from July 1, 2027.

The reform will end Veikkaus’ exclusivity in online Gaming and allow licensed private operators to enter the Finnish market. Veikkaus will, however, retain exclusivity in areas including lotteries, scratch cards and land-based Gaming Machines.

Licence Applications Continue to Rise

Industry interest in the new market has increased significantly ahead of its launch.

According to Finland’s National Police Board, 75 licence applications had been received by September 22, up from around 50 in June. The majority of earlier applicants were international companies, highlighting growing overseas interest in the Finnish market.

Applicants are undergoing suitability and reliability assessments, with authorities reviewing corporate information, financial positions and other compliance documentation before approving market entry.

New Market Brings New Compliance Requirements

Under the new framework, licensed online Gaming operators will be subject to a 22% tax on GGR, alongside annual licence supervision fees based on their revenue levels.

Marketing and responsible Gaming requirements are also emerging as important areas for operators preparing to enter the market.

The framework places significant restrictions on marketing, including limits on affiliate and influencer promotions, while responsible Gaming guidelines covering user monitoring and intervention measures remain an important part of the regulatory discussion.

Regulatory Transition Ahead of July 2027

Until the new market launches, the National Police Board will continue handling licensing and supervision.

From July 2027, oversight of the competitive market is expected to transfer to the newly established Finnish Supervisory Agency.

With licence applications already exceeding earlier expectations, Finland’s transition is becoming one of Europe’s notable upcoming online Gaming market openings, bringing new opportunities alongside stricter requirements for compliance, marketing and responsible operations.