Finland's Gambling Market Is Poised for Change by 2026

For over two decades, Finland held firm to a state-run gambling monopoly, believing it could do the impossible: maximize public revenue, protect citizens from harm, and stamp out the black market—all at once. But by 2022, cracks in that system were impossible to ignore.

With channelisation rates falling below 50%, Veikkaus (the monopoly operator) delivering only half the revenue it did in 2017, and problem gambling on the rise, politicians from across the spectrum began to agree—change was long overdue.

Now, Finland is on the brink of becoming Europe’s latest regulated gambling market. But while the political will is strong, the road ahead is still winding, with delays, debates, and doubts shaping the final outcome.

Legislation in Motion, But Not Yet in Place

Progress is happening—but slowly. The Finnish Parliament’s Administration Committee concluded hearings in mid-November 2025 and is currently drafting its final report. Once complete, the bill will require two plenary readings before it can be passed into law.

Industry insiders, including Hippos ATG’s Chief Compliance Officer Antti Koivula and consultant Jari Vähänen, expect the bill to pass before the end of 2025, with the market launch originally planned for January 2026. However, legal expert Pekka Ilmivalta has raised red flags, pointing to potential oversights in the legislative process.

There’s growing talk that Finland may postpone the market’s opening to mid-2027, following the next parliamentary elections. Why? Politicians fear that a spike in gambling-related advertising could spark public backlash during election season. Even parties that support deregulation are wary of rocking the boat ahead of the polls.

Still, most experts agree: while the timeline is uncertain, reform is inevitable.

Can Finland Pull It Off? Readiness in Question

As Finland gears up to move from monopoly to competitive market, questions linger about its regulatory readiness.

• Lack of experienced staff: Koivula notes that the new gambling authority doesn’t yet have the personnel to handle the transition smoothly. Until 2026, the National Police Board (NPB) will oversee licensing.
• Legal bottlenecks: Because enforcement actions require court rulings, rapid responses to things like rogue advertising may be limited.
• Insufficient enforcement tools: Without payment blocking or DNS restrictions, black-market operators may continue unchecked.

Industry voices are clear: stronger enforcement mechanisms are critical, or Finland risks simply legalizing a market while the black market continues to thrive in the shadows.

Even so, optimism remains. Vähänen believes staffing and tech capabilities will catch up by 2026, and Ilmivalta, despite concerns, trusts Finland’s administrative systems to adapt. Operators like Hippos ATG are already preparing, assembling local teams and planning for future compliance.

Advertising: A Gray Area with Big Implications

One of the most sensitive issues? Gambling advertising.

The draft legislation includes vague language on responsible marketing, and many industry insiders worry that this ambiguity could either stifle legitimate operators or allow too much leeway. With traditional media already influential, and political caution high, the government is treading carefully.

Operators are calling for clearer guidance—not just to avoid fines, but to ensure a fair playing field where compliance is rewarded, not punished.

Why This Matters for Europe

While Finland’s gambling market alone won’t reshape Europe’s entire iGaming landscape, its move from monopoly to regulated market marks a symbolic shift—especially for Nordic neighbours like Norway, which still maintains a state monopoly.

If successful, Finland’s model could become a template for other countries balancing social responsibility with consumer choice and economic opportunity.

The Bottom Line: Progress with Patience

Finland’s path to a regulated gambling market is no longer a question of if, but when. Political consensus is in place, and industry stakeholders are ready to move. But until timelines are finalized, operators and regulators alike must plan with cautious optimism.

There’s no denying the opportunity: a competitive, well-regulated Finnish market could unlock new revenue streams, enhance consumer protections, and reduce the black market’s grip. But without the right tools, clear guidelines, and realistic timelines, the transition could stumble.

For now, Finland watches, waits, and prepares for a historic shift

Source: Finland: Gambling operators prepare for market opening published by iGB.