Beyond the monopoly: The hidden rules shaping Finland’s new gaming era

By July 2027, the state-owned Veikkaus will no longer hold the keys to the kingdom for online slots and sports betting, making way for a competitive, licensed market.

A roadmap to 2027: Key implementation dates

The transition won't happen overnight. The Finnish government has opted for a phased approach to ensure the new Licensing and Supervision Agency, which replaces the National Police Board, is fully staffed and ready to regulate.

Milestone	Date	Significance
Licensing window opens	1 March 2026	B2C operators can begin the application process.
Market launch	1 July 2027	Licensed online casinos go live.
B2B requirement	1 July 2028	Software providers must hold a Finnish licence.

Why the change? Bringing the "grey" into the light

For years, the monopoly was a "monopoly in name only." With an estimated €600–900 million leaving Finland annually through offshore operators, the government finally conceded that regulation is a more effective shield than exclusion.

The new goal is a "channelling rate" of over 90%, ensuring players who want to enjoy a safe and regulated online casino in Finland do so within a taxed and supervised ecosystem.

Tightening the leash: Marketing and player safety

While the market is opening, the rules of engagement are stringent. Operators hoping for a "wild west" of advertising will be disappointed.

The new Gambling Act introduces:

• A total influencer ban: No social media "personalities" can promote gambling.

• The "Moderate" rule: Marketing must be restrained and never portray gambling as a solution to financial woes.

• Bonus restrictions: In a move that mirrors recent trends across Europe, traditional welcome bonuses are under heavy fire; the law focuses on rewards for established, verified customers rather than baiting new ones.

2026: A landmark year for European iGaming

Finland isn't acting in a vacuum. The year 2026 is shaping up to be a watershed moment for European regulation. As Finland begins its licensing process, Ireland is following suit, with applications now being accepted by the recently established Gambling Regulatory Authority of Ireland (GRAI).

Furthermore, the European Committee for Standardisation (CEN) has recently approved a new standard for "Markers of Harm," developed by the EGBA. This pan-European initiative will likely influence how Finnish regulators monitor risky behaviour, creating a more uniform safety net across the bloc.

What this means for the player

For the Finnish public, the change means more choice but higher friction.

Mandatory identification, deposit limits, and robust data protection are the new baseline.

By the time the first licensed bets are placed in the summer of 2027, Finland will have moved from an outdated monopoly to one of the most sophisticated regulated markets in the world.