Finland Opens Licensing Window for New iGaming Market
Finland is moving closer to launching one of Europe’s newest regulated iGaming markets. The country has opened the window for B2C licence applications ahead of the market launch planned for July 1, 2027.
The reform will officially end the long-standing monopoly of state-owned Veikkaus in online gambling. Private operators will be allowed to enter the iGaming market, while Veikkaus will retain exclusivity over land-based gaming machines, lottery products, and scratch cards.
The new framework follows the iGaming bill passed by the Finnish parliament in December 2025. Licensed operators will pay a flat tax rate of 22% of gross gaming revenue. They will also face an annual licence supervision fee ranging from €4,000 to €434,000, depending on their revenue level.
Finland is seen as an attractive market because of its high gambling participation rate and strong online activity. The country’s total gambling GGR is estimated at €1.9 billion in 2026, with around 81% coming from online channels.
However, several issues remain unresolved. Industry stakeholders are waiting for more clarity on marketing restrictions, bonuses, responsible gambling rules, and enforcement against unlicensed operators. The new rules include strict limits on affiliate marketing, influencer promotions, and acquisition bonuses.
There are also concerns about whether the regulator will have enough tools to tackle black market activity. Still, the market has already attracted strong interest, with 24 operators reportedly submitting licence applications by the end of March.
