End of an Era for Veikkaus
The Finnish government has submitted a bill to Parliament that could fundamentally reshape its online gambling landscape by 2027. The proposal ends the longstanding monopoly held by state-run operator Veikkaus for online sports betting and digital casino games, replacing it with a licensing model that invites private operators into the fold.
This reform mirrors similar transitions seen in Sweden and Denmark, and comes amid growing concern about the volume of Finnish gambling revenue—currently around 50%—flowing to offshore platforms.
New Regulatory Authority and Player Safeguards
A new supervisory authority will be established in 2026 to oversee the incoming licensees. This agency will handle everything from operator compliance and technical audits to marketing enforcement and player protection. Notably, the law will ban influencer marketing and outdoor ads for high-risk games.
Consumers will benefit from real-time loss tracking, mandatory self-exclusion systems, and spending limits. These guardrails reflect a commitment to reducing harm without stifling growth.
Revenue Reallocation and Industry Impact
Under the new system, Finland will collect revenue via license fees and corporate taxes, while Veikkaus continues to serve as a state-run provider for lottery and land-based operations. This hybrid model attempts to preserve state interests while promoting competition in the digital realm.
Personal Perspective: A Long-Awaited Shift Toward Balance
Finland’s gambling overhaul seems well-calculated, not reactionary. It addresses the realities of consumer behavior in a digital age while still prioritizing public health and regulatory oversight. This isn’t just a win for private operators—it’s a win for Finnish players who deserve safe, competitive, and legal alternatives to unlicensed offshore platforms.
