Hippos ATG Granted Five-Year Finnish Gambling Licence as 2027 Market Liberalisation Approaches

Hippos ATG has secured a gambling licence in Finland ahead of the country’s shift from a state-owned monopoly to a liberalised online gambling regime. The joint venture between ATG and Suomen Hippos received approval for a five-year period, with the market scheduled to open to private operators on 1 July 2027.

Mikael Bäcke, CEO of Hippos ATG, said the company built its Finnish operations from the ground up to align with the new rules. “We have always been confident that we will meet the conditions for the licence. A positive decision is the most important prerequisite for entering the market, so this is a significant moment for us.” Bäcke added that the team can now concentrate on products and finalising operations.

This marks the second such announcement. Malta-based Wildz Group revealed its own licence approval. According to reporting by iGaming Business, Finland’s National Police Board has not yet provided official confirmation of any awards, though Hippos ATG shared an image of its document on social media.

Operational Setup and Brand Strategy

ATG, Sweden’s horse racing monopoly operator, formed the joint venture with Suomen Hippos in 2025. The entity will operate under the ATG brand upon launch, citing its established recognition in the market. It plans to deploy ATG’s in-house gaming platform, previously described as a cost-effective approach.

Around 80 companies have submitted applications. Market observers have flagged risks of oversaturation in Finland’s relatively small population, though channelisation from the existing grey market is viewed as a mitigating factor.

Where the Competitive Risk Lies

Antti Koivula, Hippos ATG’s Chief Compliance Officer, outlined expectations of an uneven playing field at launch. The incumbent monopoly operator Veikkaus and active offshore licensees hold existing customer databases, granting them an edge over entrants building from zero.

Operators must weigh these structural disadvantages against the regulatory opening. The coming months will test how effectively new licence holders convert regulatory access into market share.

Reporting: iGaming Business (iGB)

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