A New Era for Gambling in Finland as the Market Opens

Finland Prepares to Open Up Its Gaming Market

Finland has officially launched a major reform of its gambling market.

On January 16, 2026, President Alexander Stubb signed the updated Lotteries Act, which represents a fundamental shift in the regulatory framework. Instead of a near-total state monopoly, the country will now have a licensed market with private operators.

This decision marks one of Finland's most significant steps in the iGaming sector in decades and directly impacts both local players and international companies operating online.

Why the reform was necessary

The signed law was the result of lengthy preparation and intense parliamentary debate. The draft was developed to address a clear and persistent issue: a significant portion of Finnish players have long been using foreign offshore platforms beyond national regulatory oversight.

The existing model, with the dominant role of the state-owned company Veikkaus, was no longer effective in fulfilling key objectives. It did not provide sufficient oversight of the online market and it allowed gambling revenue to flow abroad.

When drafting the law, the authorities drew on the experience of other European countries, where licensed markets demonstrated greater transparency and better player protection. As a result, lawmakers opted for a compromise: allowing competition but maintaining strict regulation, particularly in matters of advertising and responsible gaming.

Notably, Veikkaus itself did not oppose the reform and participated in the discussion of the new model, significantly reducing resistance to the changes within parliament.

How Finland will transition to a new gaming market model

The transition to the new system will be spread out over time and divided into several stages.

Establishment of a new regulator

During 2026, the Finnish Gambling Authority will be established—a specialized body that will assume licensing and oversight functions. Regulatory authority will gradually be transferred from the National Police Board to the new regulator, ensuring that the market is fully operational by the time it launches.

Licensing applications open to operators

Starting in the spring of 2026, companies will be able to apply for licenses. During this period, the regulator will review the operators' business structure, financial stability, player protection measures, and technical readiness to comply with Finnish regulations.

Preparing operators for the market launch

During 2026 and the first half of 2027, licensed companies will adapt their platforms to national requirements. This includes local player identification, limits, responsible gaming tools, tax reporting, and advertising restrictions.

End of Veikkaus’s Online Gambling Monopoly

By the end of 2026, Veikkaus will lose its exclusive rights to online betting and casinos. The company will retain certain business lines (lotteries and land-based slot machines), but will no longer be the sole operator in the online market.

Full Launch of the Licensed Market

In the summer of 2027, licensed operators will officially gain the right to begin operations in Finland. From then on, the market will operate competitively under the supervision of a new regulator, and players will have access only to legal platforms.

Final Adjustment and Expansion of Regulation

In 2027–2028, additional requirements will be introduced, including the mandatory use of licensed software and expanded oversight of suppliers. This stage will complete the transition to a fully formed gambling market model.

Special attention will be paid to advertising regulation. The law imposes strict restrictions on marketing, prohibits aggressive promotional formats, and completely eliminates targeting of minors. Self-control tools are becoming mandatory for players: limits, identity verification, and self-exclusion mechanisms.

Conclusion

The reform of the gaming market will be a turning point for Finland. The authorities hope to reduce the share of illegal gambling, strengthen player protection, and return a significant portion of revenue to the national economy. If the transition goes according to plan, the country will have one of the most balanced gambling regulation models in Europe.

Online poker Finland deserves special attention. Currently, only the state-owned operator Veikkaus, which offers its own poker platform, is legally allowed to operate in the country. This has effectively created a closed domestic market with limited player traffic. However, Finnish players can easily register and play at most poker rooms with offshore licenses.

After the launch of the licensed model, the situation could change dramatically. Most
international poker rooms, already experienced in regulated jurisdictions, will seize the opportunity to obtain a local license.

Among the most likely candidates are PokerStars, GGPoker, Unibet, and 888poker. Their arrival will give Finnish players the opportunity to combine good gaming conditions with a high level of security and transparency.

At the same time, poker will likely be subject to more lenient regulation compared to casinos and betting, as it is often considered a game of skill in Finnish legal tradition. If this assumption is confirmed in practice, online poker could become one of the main beneficiaries of the reform and the most competitive segment of the new market.