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Finland’s Gambling Licence Wave: A Comprehensive Guide to the 2027 Market Opening

By jili tutorial · September 25, 2026

Finland’s Gambling Licence Wave: A Comprehensive Guide to the 2027 Market Opening

Overview: A Landmark Shift in Finnish Gambling Regulation

Finland is in the midst of a historic transition from a state‑monopoly gambling model to a licensed, multi‑operator market. The country’s National Police Board (NPB) had received 75 gambling licence applications by 22 September 2026, according to a report to Finnish public broadcaster Yle. This number has risen steadily from the 50 applications reported in June 2026, signalling strong interest from both domestic and international operators. Applications opened on 1 March 2026, and the first licences will take effect on 1 July 2027, ending the longstanding monopoly of state‑owned Veikkaus on betting and online casino games.

This guide explains the application process, the types of licences available, the key players involved, and what the new regulatory landscape means for operators, suppliers, and consumers.

Background: Why Finland Is Ending the Monopoly

For decades, Finland operated a state‑controlled gambling system under the exclusive licence of Veikkaus Oy. This allowed the government to direct gambling revenues to public goods, but it also meant a closed market with no competition from international brands. The new Gambling Act (effective from 1 July 2027) introduces a dual‑licence system:

This change aligns Finland with other Nordic countries like Sweden and Denmark, which already have open licensing regimes. The shift is driven by a desire to channel player activity into a regulated environment, improve consumer protection, and generate tax revenue from formerly unlicensed operators.

Licence Application Numbers: Growth and Expectations

From 50 to 75 Applications in Three Months

The NPB’s latest count of 75 applications represents a clear uptick in interest. In June 2026, the board reported 50 applications; by September that figure had grown by 50%. The applications arrived in waves:

There is no deadline for applying, and the law does not cap the number of operators. This open‑ended approach is designed to encourage broad participation and allow the market to grow organically.

Higher Than Early Estimates

Janne Nikkinen, a researcher at the University of Helsinki, told Yle that the total of 75 applications is significantly higher than earlier projections. “40 to 60 was roughly the estimate earlier, and even that was considered a little optimistic,” he said. For context, Sweden – a country with roughly twice the population of Finland – currently holds 89 gambling licences. Nikkinen added: “Finland is attracting interest. After all, this is a billion‑dollar pot that is being distributed here now.”

The comparison with Sweden is instructive: Sweden’s market opened in 2019 and has seen steady licence growth. Finland, with a smaller population but a similarly developed digital infrastructure, appears to be on a comparable trajectory.

The Application Process: Steps, Fees, and Timing

Who Can Apply?

Any legal entity – whether a domestic or international company – can apply for a gambling licence. One company may file multiple applications for different game types (e.g., one for fixed‑odds betting, another for online casino), although a single application can cover several game categories. Each application carries its own processing fee.

Processing Fee

The fee for each application in 2026 is €29,000. This non‑refundable charge is payable whether the application is approved or rejected. The high fee reflects the administrative cost of thorough due diligence, including background checks on owners, financial stability assessments, and technical compliance reviews.

Processing Time

In June 2026, the NPB gave a target processing time of around six months. However, the board’s licensing page now states a six‑ to eight‑month target and warns that delays are possible given the volume and complexity of applications. No licence has been granted yet – the NPB has not decided on any application as of September 2026.

What Happens After Approval?

The first licences will take effect on 1 July 2027. From that date, regulatory oversight will shift from the NPB to the newly created Finnish Supervisory Agency, which will assume licensing and supervision duties.

Licence Types and Market Structure

Gambling Licence (Commercial)

This licence covers the following game types:

Operators holding this licence may advertise on television, radio, and newspapers, but influencer marketing and direct marketing by phone are banned under the new Gambling Act.

Exclusive Licence (State‑Controlled)

Only a company wholly owned by the state – in practice, a Veikkaus Group entity – can receive this licence. It covers:

This preserves Veikkaus’s monopoly on high‑street gambling, while online betting and casino become open to competition.

Supplier Licences

From July 2027, companies that supply gambling software, platforms, or related services can apply for a gambling software licence. The application details for suppliers have not yet been fully published, but they will be processed by the Finnish Supervisory Agency.

Key Applicants: Veikkaus and Unibet

Veikkaus: The Incumbent Adapts

State‑owned Veikkaus has taken steps to reposition itself for the competitive market. In its January–June 2026 report, the company disclosed that it had set up two subsidiaries in May 2026 and applied for licences covering both its exclusive operations and the new competitive market.

Veikkaus posted actual sales revenue of €936.3 million for 2025 and reported close to 2.7 million registered customers at year‑end. In the first half of 2026, revenue was €471.3 million, slightly up from €466.4 million in the same period of 2025. The company’s dual‑licence strategy allows it to retain its monopoly on physical games while competing online against international rivals like Unibet, Betsson, and others.

Unibet (FDJ United)

Unibet, part of the FDJ United group, is one of the most prominent international operators applying for a Finnish licence. Joel Häkämies, who oversees FDJ United’s Finnish operations, confirmed to Yle that the application filed in May 2026 has not yet been approved. Unibet already has a strong presence in the Nordic market (Sweden, Denmark) and views Finland as a natural expansion.

Other Applicants

The NPB has not publicly named any applicants. However, industry analysts expect applications from Betsson, Kindred (Unibet’s parent), Entain, Flutter Entertainment, and several smaller niche providers. The total of 75 applications likely represents more than 60 different companies, according to researcher Nikkinen, though he cautioned that he has not seen the applications.

Market Timeline: Key Dates

DateEvent
1 March 2026Licence application window opens
June 2026NPB reports 50 applications; target processing time ~6 months
22 September 2026NPB reports 75 applications; processing time updated to 6–8 months
By mid‑2027First licence decisions expected
1 July 2027First licences take effect – new market opens
1 July 2027 onwardFinnish Supervisory Agency assumes licensing and supervision from NPB

Advertising and Consumer Protection Rules

The new Gambling Act introduces specific advertising restrictions designed to protect consumers:

These rules are in line with the European Commission’s principles and similar regulations in Sweden and the Netherlands.

Practical Considerations for Operators

Application Strategy

Operators should consider whether to file a single comprehensive application covering multiple game types or separate applications for each product. A single application may be simpler, but separate applications can be useful if different products require distinct compliance documentation. The €29,000 per application fee means that filing multiple applications can become expensive.

Preparing for Due Diligence

The NPB’s evaluation includes checks on:

Operators should ensure their documentation is complete and up to date to avoid delays.

Post‑Licence Obligations

Once a licence is granted, operators must:

What the Future Holds

With applications continuing to arrive and no cap on licences, Finland’s gambling market is poised to become one of the most competitive in the Nordics. The NPB’s processing time of six to eight months means that the first decisions may be released around mid‑2027, just before the market opens.

The success of the new regime will depend on how effectively the regulator can balance operator interest with consumer protection. Finland’s approach – preserving the state monopoly on physical games while opening online channels – is a pragmatic compromise that other European countries may watch closely.

For the latest updates, operators should consult the NPB’s licensing page and monitor announcements from the future Finnish Supervisory Agency.