Finland is making major strides towards opening its gambling market to private operators, a move expected to reshape the gaming landscape while preserving its protective frameworks. This updated legislation, recently submitted to the European Commission (EC) for approval, marks a significant step towards modernizing Finland’s gambling industry.
Key Details of Finland’s Re-Regulation Plan
On 1 November, the Finnish government officially notified the EC of its reformed gambling law, a move that precedes the anticipated 1 January 2026 opening of the re-regulated market. For the first time, private operators will be permitted to enter Finland’s gambling scene, provided they secure the appropriate licenses.
Here are the main points:
- Veikkaus Retains Monopoly in Some Areas: The state-owned Veikkaus will retain exclusive control over lottery games, retail betting, and traditional casino gaming.
- Licensing for Other Gambling Forms: Private operators can apply for licenses to offer sports betting, horse race betting, online casino games, and bingo.
- License Terms: Veikkaus’ monopoly license will last for ten years, while licenses for other operators are set at five-year terms.
- Tax Rate and Additional Reforms: Finland plans a uniform tax rate of 22% on gross gaming revenue (GGR), along with amendments to the Lottery Act, Lottery Tax Act, and Income Tax Act to support this transition.
The EC and EU member states will review the legislation over the next three months, while Finland aims to bring the law to the Riksdag (Parliament) in early 2025.
A Business-Friendly Approach
Experts have praised the new draft legislation for its balance between business incentives and regulatory protections. Unlike previous proposals, it includes several business-oriented adjustments:
- Marketing Flexibility: Restrictions on offline marketing have been eased, and operators may now offer bonuses to existing customers under controlled conditions.
- Horse Race Betting Licensing: Previously an exclusive model, horse race betting is now open to competition.
- Accelerated Timeline: The timeline for licensed operations has been advanced, with the market potentially opening as early as 1 July 2026.
“The updated draft law is significantly more business-friendly compared to the initial draft,” remarked Finnish gaming law expert Antti Koivula. While recognizing some drawbacks, Koivula emphasized that the new law’s marketing flexibility and accelerated timeline will benefit the industry.
Nordic Inspiration and Tax Implications
Drawing on frameworks used in Denmark and Sweden, Finland’s law appears to adopt a familiar Nordic approach. As legal expert Morten Ronde noted, the proposed model reflects “significant improvements” over previous drafts, with a moderate bonus policy and a reasonable tax rate. However, the increased GGR-based supervision fee could create an additional tax burden of over 2% at certain revenue levels.
A Careful Stance on Influencer and Affiliate Marketing
Finland’s draft also brings stringent restrictions on affiliate and influencer marketing. The proposal bans Veikkaus from using influencer promotions on personal platforms and prohibits affiliate marketing aimed at driving traffic to gambling sites. Finnish iGaming consultant Pasi Koskela raised concerns about these restrictions, questioning whether they might push traffic toward unregulated casinos.
“People won’t stop searching for ‘online casinos,’ which means traffic directed by affiliates to reputable sites may now shift to unregulated options,” Koskela warned.
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