The Finnish government has submitted a bill to the parliament that will end Veikkaus's exclusive rights to online gambling and digital casino games, replacing the current monopoly system with a licensing model set to be implemented in January 2027.
Under the new framework, private operators will be able to apply for licenses to offer online sports betting and casino games, aligning Finland's system more closely with those already implemented in countries like Sweden and Denmark.
Veikkaus will retain exclusive rights to lottery draws, scratch cards, and physical operations (including physical slot machines and casinos). All gambling services will still implement mandatory identity verification and age restrictions.
This move was taken after a parliamentary debate held in February, during which the government led by Prime Minister Petri Orpo confirmed plans to abolish the monopoly and shift to a competitive market structure.
The main purpose of the reform is to increase channelization rates—guiding consumers towards legal, regulated operators and reducing gambling-related harms.
It is worth noting that according to data from the Finnish Competition and Consumer Authority, about 50% of Finland's online gambling expenditure currently flows to foreign operators, prompting calls for legislative reform.
A new licensing and supervisory authority will be established in 2026 and will take over all regulatory control from the National Police Board in 2027. Finland's new regulatory body will be responsible for enforcing advertising restrictions, reviewing technical standards, and overseeing compliance and harm prevention.
Additionally, the bill includes prohibitions on influencer marketing and bans on outdoor promotions of high-risk games such as online slot machines. Operators will be allowed to promote their services through their own websites and social media platforms under strict guidelines.
The reform also introduces unified self-exclusion, financial limits, and real-time loss tracking for all licensed operators.
National revenue will be collected through corporate taxes and licensing fees, and Veikkaus will continue to provide dividends to the state and apply for exclusive rights to its retained products.
The bill awaits parliamentary approval, with private operator licenses potentially being issued from early 2026.
