Finland is slated to move away from the historical state-led monopoly it has had for some time and broaden the online casino options it is offering to residents. This reform should see Finland create a modernized online casino environment, and operators are getting ready to compete for licenses.

The state-run monopoly for online casino gaming is officially coming to an end in Finland. As of 2027, the Finnish online gambling market is set to be opened for licensed operators to offer services to Finnish players as part of a regulated and legally overseen market. The upcoming licensing model is expected to be one in which operators might need to offer competitive free spins no deposit bonuses in Finland in order to best attract the attention of customers, meaning that players are likely to see better deals and more attractive offers from operators, as well as an increase in the level of responsible gambling tools they have access to. 

Let’s take a closer look at the current system that Finland’s online gambling market has been operating under, why this system is being reformed and what that reformation is likely to look like.

Currently, A State-Controlled Monopoly

The current online gambling system that Finland uses is a strict government-controlled monopoly system. Like much of Europe in the early days of the internet, a singular government-controlled platform was considered the best choice. In Finland, this was undertaken by Veikkaus Oy, which has held, and currently holds, exclusive rights for the offering of gambling services in the country.

The current system mandates that:

• Profits go towards things that benefit the public good, such as sports, culture and healthcare.
• Veikkaus has control of all online and land-based gambling.
• Operations and regulation are all overseen by the government.

Like many other countries, the main justification for this monopoly system is the reduction of gambling-related harm. However, as has been seen in many other jurisdictions, as habits around gambling have changed, this government-owned monopoly system is simply unable to properly serve the constituents that it is designed to protect.

A large part of the problem with monopoly systems like this one is that they are not competitive enough. If you were to look for the best Finnish online casinos, it is unlikely that the ones owned by the government would stack up against others that are run by offshore operators. This is because offshore operators must innovate and provide a level of service and games that players are drawn to, rather than doing what monopoly systems do, which is stagnate.

The draw of players to offshore platforms and away from regulated systems is known as channelization, and it is one of the biggest reasons for the upcoming reform.

Why is Finland Reforming Now?

As some advocates of reform might ask, why now, why not ten years ago? But not for nothing is it said, ‘better late than never’. As of December 2025, a new Gambling Act was passed by the Finnish government, and reform is on the way. Mounting pressure about the realities of the current market system and channelization seem to have forced the hand of regulators. 

The new system aims to do a number of things, such as:

• Improve channelization and bring offshore activity back under the protective umbrella of regulation.
• Improve the player protections that are offered.
• Generate more tax from operators.

The acceptance of the realities of attempting to hold a monopoly in a digital space seems to have been a key lynchpin in the push for this reform. With the introduction of the new regulation and licensing system, Finland will be able to improve the rate of channelization and increase the amount of protection that citizens are afforded when they go to play online.

What Will the 2027 Licensing Model Bring?

Currently, the plan is that from the 1st of July 2027, the multi-licensing system will go fully live, with multiple operators instantly entering the market. The hope is that this new model will have a number of key effects, such as:

Increased Competition Between Operators

With private operators vying for licenses, the competition between operators will be fierce. Not only will they need to compete to show that they can best provide for players, but once the market is live, they must also compete for the attention of players.

Part of the Monopoly Remains

The state-run monopoly operator will not disappear entirely. Veikkaus will keep the rights to lotteries and land-based slot machines. This will allow the state to retain a high degree of control over some areas of the market, and to continue to put profits from these ventures directly to work for the public good.

New Oversight and Regulatory Bodies

To begin, the decisions about licensing are falling to the National Police Board, with an, as yet unnamed, new regulatory authority due to take over sometime in 2026. It has been made clear that operators who acquire licenses will be expected to adhere to rules around the following:

• Access to responsible gambling tools.
• Restrictions on marketing.
• Anti-money laundering and identity verification procedures.

The Race to Acquire Licenses has Begun!

For operators interested in getting into what will likely be a lucrative market, the race is on. It seems possible that either only a limited number of licenses will be offered, or that operators who acquire license confirmation early, in 2026, will be better positioned to take advantage of the market in its nascency, when it opens in 2027. For operators investigating joining this race, the restrictions on marketing and technological compliance readiness that Finland will expect from them are important considerations. 

The restrictions Finland is expected to place on marketing are relatively in line with many changes occurring across other European jurisdictions, including the limiting of influencer marketing and other restrictions around when and how advertising can take place. In terms of technological and compliance readiness, there is a suggestion that from 2028, operators will only be able to use software created by specifically licensed software providers. 

Despite the complicated nature of being compliant with the new Finnish rules, many international operators are still displaying an eagerness to enter the market in 2027.

Final Thoughts

The landscape for online gambling is forever changing in Finland, and seems to be being brought up to speed with many of the more modern gambling ecosystems around Europe. Finland is clearly seeking to ensure that players who enjoy online gambling in the country are well protected and able to enjoy a healthy and competitive market.

Operators are scrambling to become compliant with the new regulatory environment and to establish good brand presence for the planned 2027 launch of the new licensed online gambling market.