Market Watch: Finland begins major reforms to its gambling landscape

Finland has officially taken its first concrete steps toward reshaping its gambling market. With the publication of the new Gambling Act in January 2026, following parliamentary approval in December, the country has confirmed its move away from a long-standing state monopoly towards a predominantly licensed, multi-operator environment.

The transition will take place in phases. State-owned operator, Veikkaus, will remain the sole provider until 30 June 2027. From 1 July 2027, licensed B2C operators that successfully apply when the licensing process opens on 1 March 2026 will be able to go live. B2B suppliers will follow later, with software licensing opening from July 2027 and a requirement that only licensed suppliers can be used from July 2028 onward.

Regulatory oversight will also change. Responsibility will move from the National Police Board to the newly established Finnish Licensing and Supervisory Authority on 1 July 2027. While the high-level framework is now in place, many practical details, particularly around regulatory processes, staffing, and enforcement priorities, will only become clear as Finland moves from legislation to execution.

The state of gambling regulation in Finland: From monopoly to licensed environment

Historically, Finland’s gambling sector has been controlled exclusively by Veikkaus. Under the new framework, that monopoly will be partially dismantled. Private B2C operators will be able to apply for licences to offer betting, online casino games, slots and bingo, while Veikkaus will retain exclusive control over certain verticals, including lotteries, scratchcards, and land-based casinos and slot machines.

What is already clear is that Finland is aligning itself closely with other Nordic markets, particularly Sweden, adopting a hybrid licensing model with strong emphasis on player protection, responsible gambling, and channelisation away from the black market.

Why should you care?

For both operators and suppliers, Finland represents a significant new opportunity - but only for those prepared to meet demanding compliance expectations. Under the new Gambling Act, compliance is not a box-ticking exercise, it is a prerequisite for market access. Operators will carry direct regulatory liability, meaning even small gaps in technical controls, evidence, or audit readiness can quickly escalate into licence-threatening issues. For suppliers, early understanding of technical requirements is essential to secure certifications, avoid re-engineering costs, and prevent delays that could derail commercial launch plans.

The legislation introduces comprehensive requirements around player registration, identity verification, age limits, account management, behavioural monitoring, and automated risk detection for harmful gambling. Operators must demonstrate that they can identify risky behaviour, intervene appropriately, and do so without relying solely on automated decision-making. Advertising and marketing rules are also tightly defined, with clear prohibitions on targeting minors and vulnerable groups, and strict requirements for transparency and responsible gambling messaging.

For suppliers, the challenge is no less complex. Game design, platform architecture, data protection, information security, and responsible gambling tooling must all align with Finnish standards. Any delay in readiness could mean missing the initial wave of operator launches - often the most commercially valuable phase of a new market. This is where preparation becomes a competitive advantage.

With the framework now published and timelines confirmed, the period between now and July 2027 is a critical preparation window. Prospective licensees should be using this time to prepare comprehensive applications and ensure full compliance to the regulatory framework.

Now you’re up-to-speed, what’s your next step? 

At Vixio, we continue to invest heavily in technical compliance coverage to support both operators and suppliers navigating this transition. Vixio’s Technical Compliance Tool maps out all draft technical requirements as proposed by the Finnish government in advance of the new licensing regime being opened - giving you the visibility you need to plan, prioritise, and execute with confidence.

For operators, the tool helps ensure that compliance isn’t just “good hygiene”, but a strategic enabler. It allows you to compare existing controls, processes, and technology against regulatory expectations, identify gaps early, and build structured remediation plans before regulators come knocking. For suppliers, early insight into Finland’s technical standards supports smoother certification journeys and reduces the risk of costly late-stage changes.

Market entrants have been advised to prepare themselves for the regulator's potentially cautious approach during the initial phase of the change, which could take the form of close monitoring of compliance and enforcement action being taken even for minor technical breaches. This means accounting for customer behaviour, having partner networks on the ground and playing close attention to technical operating requirements.

To aid in this process, Vixio’s Technical Compliance Tool now maps out all technical requirements as proposed by the Finnish government in advance of the new licensing regime being opened - so you can closely analyse as you prepare to certify, and launch your product to market:

• 11 modules designed  real operator workflows, and to cover critical technical requirements for suppliers 
• Coverage across 38 jurisdictions  - with new jurisdictions added monthly 

With Vixio’s Technical Compliance Tool, you can:

✅ Access Finland’s requirements today
✅ Reduce research time to simplify delivery of gap analysis‍

✅ Minimise certification risk and avoid late-stage surprises‍

✅ Stay ahead as Finland moves from regulation to launch 

✅ Gain the advantage of continuous market additions, ensuring you stay ready and informed

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Want to see how it works? Take the guided tour!

Take our interactive, clickable guided tour below and experience the newly updated Technical Compliance Tool for yourself:

Or book a demo with a member of the Vixio team for your own personliased live demp - they’ll be happy to walk you through our Technical Compliance Tool, and show you how it help you reach your specific goals.