Finland’s gambling industry is set for a major transformation as the government submitted legislative proposal HE 16/2025 this week, paving the way for a licensed and regulated market. At the heart of these changes is the introduction of a mandatory B2B licensing regime, a move that is expected to significantly alter the dynamics of the Finnish gambling supply chain.
The legislative proposal also outlines the plan to restructure the state-owned operator, Veikkaus Oy, by legally unbundling it into separate operational entities. This strategic move aims to ensure a level playing field for all market participants, fostering healthy competition and innovation.
Under the new framework, Finland will implement a dual-license structure, creating distinct categories for B2C and B2B operations. The Gambling Game License (rahapelitoimilupa) will target B2C operators offering online betting options, which include fixed-odds, pool betting, and virtual games, alongside online casino games such as slots, table games, and bingo. The application process for these licenses is scheduled to open in early 2026, with licenses valid for a maximum of five years. Operators will be subject to a 22% tax rate on their Gross Gaming Revenue (GGR), contributing significantly to the state’s coffers.
Conversely, the Game Software License (peliohjelmistotoimilupa) will address the needs of B2B suppliers involved in the manufacturing, provision, installation, or modification of gambling software. Importantly, licensed operators must source their software exclusively from licensed suppliers. Applications for these licenses will commence in early 2027, with a full transition to the mandatory use of licensed software required by January 1, 2028. These licenses will also have a five-year validity, aligning with the B2C operator licenses.
A supervisory agency, known as the Lupa- ja valvontavirasto (Permit and Supervision Agency), will be established to oversee the new market landscape. This authority will ensure compliance with EU competition laws and promote a fair gaming environment. It will be funded through a supervision fee from the industry, ensuring its operations are financially sustained by the market it regulates.
The legislative proposal calls for Veikkaus Oy’s operations to be distinctly separated into legal entities, creating a clear division between monopoly and competitive operations. The Monopoly Entity will hold exclusive rights over the national lottery, physical slot machines, and land-based casinos, with a monopoly license valid for ten years. Meanwhile, a new Competitive Entity will enter the licensed online casino and betting market, operating under the same licensing terms and tax conditions as private international operators. This setup is designed to stimulate competitiveness within the market.
Industry experts view these developments as a crucial step towards a more open and competitive Finnish gambling market. “This proposal marks a significant shift from a monopoly-dominated landscape to a more dynamic and inclusive environment,” they noted, emphasizing that such changes could attract a broader range of operators and technology providers to Finland.
However, some stakeholders express caution over the rapid pace of these reforms. Concerns have been raised regarding the readiness of the existing infrastructure to support the new licensing systems and the potential impact on smaller operators navigating the new regulatory landscape. Critics argue that while the changes are positive, they must be implemented carefully to avoid market disruptions.
The Finnish government remains optimistic, believing that the new dual-license model will enhance consumer protection and ensure a robust regulatory framework. They are confident that the reforms will bolster Finland’s position as a competitive player in the European gambling market, attracting both domestic and international interest.
As the application windows for licenses approach, operators and suppliers are gearing up to meet the new requirements. The anticipation is building within the industry as stakeholders prepare to navigate the new regulatory framework, which promises to reshape the future of gambling in Finland.
With these measures, Finland is poised to join other European countries in evolving its gambling market, aligning with broader trends towards regulation and consumer protection. As the market opens, a keen eye will be kept on how these changes impact both the structure of the industry and the experience of consumers.
In conclusion, while the new legislative proposal HE 16/2025 sets forth ambitious changes for Finland’s gambling sector, the real test will lie in its execution and the ability of all parties involved to adapt and thrive in this new regulatory environment. The coming years will be crucial in determining the success of these reforms and their impact on the Finnish economy and society at large.
Erik Agary is a seasoned writer at True Games Reviews, specializing in gaming, casino games, and interactive entertainment. With a passion for all things digital, Erik dives deep into the latest trends and developments in the gaming world, offering insightful reviews and detailed analysis. His expertise spans across multiple gaming platforms, ensuring comprehensive coverage that resonates with both novice and experienced gamers alike.
4/5
