Finland Adds 711 and Play North to Roster of Approved Operators for 2027 Betting Market Launch
Finland approved licenses for 711 and Play North ahead of the 1 July 2027 market opening that ends Veikkaus's betting monopoly. Each operator gains a third jurisdiction while stressing compliance and localisation. Over 70 applications and 21 prior approvals signal intense competition from incumbents like Veikkaus and Paf.
SCCG Take — Strong licensee interest points to a competitive Finnish market where execution on player protection and localisation will separate winners from the field of 70-plus applicants.
Finland’s gambling monopoly is set to end with a multi-license betting market opening on 1 July 2027. Belgium-based 711 and Malta-based Play North both secured approvals from the National Police Board of Finland this week, each adding the jurisdiction as their third regulated market.
711 confirmed the licence on 13 November 2025. The operator plans to localise and test its Finnish-facing product over the next eight months. It described the development as another exciting chapter in its growth story.
Play North confirmed that it too had secured a licence. The company operates Kasino.nl in the Netherlands under a five-year licence and Vincino.pt in Portugal following an approval in July this year. It intends to apply lessons from those markets in Finland.
Regulatory Compliance at the Core of Expansion
Greg Papanastasiou, Chief Risk and Compliance Officer at Play North, stated: “One, two, three — three licences secured is a fantastic achievement for the group and Play North and a testament to our rigorous compliance and dedication to fully regulated jurisdictions.”
Papanastasiou added: “With our Finnish licence now granted, we are further strengthening our robust regulatory footprint, ensuring that player protection, safety, and responsible gambling remain at the very heart of everything we do.”
The Competitive Landscape in Finland's New Betting Market
A total of 21 other companies have already been approved, while the National Police Board has received more than 70 applications. Key participants will include Veikkaus Oy, which retains exclusive rights to physical casinos and the lottery, as well as Paf, the Hippos ATG joint venture, and local operator SuomiVeto.
As reported by SBC News, both 711 and Play North face established regional experience from these incumbents. The crowded field requires precise localisation and proven compliance systems for any new entrant to gain traction once the market opens.
The volume of applications underscores that success in Finland will turn on execution against known local players rather than market access alone. Operators should track final licensing outcomes and prepare differentiated offerings grounded in the regulatory priorities already voiced by approved groups.
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