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Finland is preparing for major changes in its gambling market. The country is planning to replace the current Veikkaus monopoly, with an open licensing system. This will allow private gambling operators to legally operate in Finland, from 2027, for the first time.
This gambling reform is driven by the fact that international casino websites are already widely used by Finnish players. The Finnish government believes that a regulated licensing model could improve the protection of players, increase tax income, and keep gambling activity under local supervision of authorities.
New Opportunities for International Casino Operators
The new licensing system could create great opportunities for international gambling brands. Companies that already have licenses from markets like Sweden, Estonia, or Malta will see Finland as an attractive market to expand to. There are already several big operators preparing for this move, applications for the Finnish license have already started on the 1st of March 2026.
However, entering the Finnish market will likely require very strict compliance with local regulations. Licensed casinos are expected to follow strict rules regarding responsible gambling, identity verification, advertising restrictions, and player monitoring. The companies that quickly adapt to this and the Finnish consumer preferences will most likely gain a big early advantage once the market opens. This is also something we saw with the Dutch market, that had similar reform in 2021.
Payment Innovation and the Growth of Fast Casinos
Payment methods are going to play an important role in the future of the Finnish gambling market. Finnish consumers are already very picky when it comes to casino payments.
Foreignly licensed casinos currently use payment methods like the Finnish payment intermediary service Trumo. These Trumo casinos have a simplified and faster registration process, instant transactions, and work directly with all Finnish consumer banks. For many Finnish players, this speed and convenience is just as important as the game selection or the bonus selection. According to Kasinopartio, 51.8% of new casinos in Finland are this type of “fast casinos”.
Consumers won’t settle for a system that is worse than the ones that are already currently available. Newly licensed casinos have their work cut out for them, as the current systems can’t simply be copied due to the tight compliance that they now have to comply with.
What Finland’s New Gambling Market Could Look Like After 2027
If the reform moves forward as planned by the authorities, Finland should become one of the most competitive regulated markets in Europe. The country is still working on all the regulations, but we expect that they will follow a model similar to Sweden, which also has both domestic and international operators that compete under a strict licensing authority.
For players this could mean more choice, improved experiences, better consumer protection, and better bonuses. For operators, it means big competition with tight compliance and high expectations. The success of the reform will depend on Finland finding a good balance with market openness and responsible gambling policies with effective regulation.
- B.E. Delmer, Gambling911.com
