From Market to Monopoly: Finland’s iGaming Market Overhaul 2026

Finland is preparing for a consequential shift the gambling industry has ever seen.

After decades operating under a strict state-controlled monopoly, the country is moving toward a licensed, competitive online iGaming market, a change that will reshape how operators, regulators, and players interact in the years ahead.

For operators seeking a strategic advantage, this untapped market poses an exciting new landscape.

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From State Control to Regulated Competition

Historically, Finland’s gambling ecosystem has been dominated by a single state-owned operator. The monopoly model was designed to protect consumers, limit gambling-related harm, and funnel proceeds into public welfare initiatives.

While well-intentioned, it struggled to keep pace with the realities of a digital-first gambling audience. Finnish players increasingly gravitated toward international platforms offering broader game libraries, stronger UX, and modern payment options, often outside Finland’s regulatory reach.

The result was a widening gap between the market Finland tried to control and the market Finnish consumers actually used. The upcoming overhaul is a direct response to that, and by opening the online casino and betting sector to licensed operators, Finland aims to bring gambling activity back under national supervision.

The new regulatory reform aims to strengthen player protection, and create a framework that reflects how the market already behaves.

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The Regulatory Reform Timeline

The reform has set to be a deliberate transition, designed to give regulators and operators time to prepare. In December 2025, the Finnish Parliament delivered a decisive vote to overhaul the system, passing a landmark iGaming reform bill with overwhelming support. The bill has been signed in January 2026, which marks the introduction of the new gambling legislation and regulatory framework.

Licensing for operators is set to begin March, and a fully competitive, licensed online market is anticipated to go live during 2027.

This transition period is crucial. It allows authorities to establish a new supervisory body, define enforcement standards, and ensure compliance mechanisms are operational before the market opens at scale.

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The New Nordic Market

A Licensed, Competitive Environment

For the first time, international and domestic operators will be able to apply for Finnish licences to offer online casino games and betting services.

This introduces genuine competition into a market that has historically been closed, bringing more choice for players and new commercial opportunities for brands willing to invest early.

The former monopoly operator will not disappear, but it will operate alongside competitors under the same regulatory umbrella, fundamentally changing the competitive dynamic.

The licensing regime will include betting and online casino games, structured supervision fees tied to turnover, and tighter responsible gaming rules. Each license will be €29,000, in addition to a separate fee of €1,120, which will apply to alterations of an exclusive or gambling licence. The separate fee will also apply to applications for authorisation of international cooperation for existing licence holders.

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Taxation and Commercial Landscape

Licensed operators will be subject to a 22% Gross Gaming Revenue tax, placing Finland broadly in line with other Nordic and European regulated markets. In addition to taxation, operators will contribute to supervisory and compliance fees tied to their scale of activity.

For businesses evaluating entry, Finland sits firmly in the category of a commercially viable but compliance-heavy market, rewarding for those with long-term intent rather than short-term opportunism.

Player Protection Remains at the Core

While the market is opening, Finland’s regulatory philosophy remains unchanged in one key area: responsible gambling.

Mandatory identity verification, self-exclusion tools, spending controls, and strict oversight will be central to the licensing framework. Operators will be expected to demonstrate not only technical compliance, but a genuine commitment to harm prevention and consumer transparency.

In practice, this will favour mature operators with strong compliance cultures and robust player-safety infrastructure.

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A Restrained Marketing Landscape

One of the most defining features of Finland’s new regime is its approach to marketing.

Advertising rules are expected to be tight, with scrutiny around aggressive promotion, influencer activity, and affiliate-driven acquisition models. This will significantly shape go-to-market strategies.

Success in Finland is unlikely to come from volume-led performance marketing alone. Instead, brands will need to compete on trust, product quality, localisation, and long-term brand positioning.

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Why Finland Matters to the European iGaming Landscape

Finland’s decision reflects a broader European trend: recognising that prohibition and monopoly models are less effective than well-regulated competition in a digital world.

By transitioning to a licensing system, Finland joins neighbours like Sweden and Denmark, but with its own distinct emphasis on social responsibility and controlled commercialisation.

For the wider iGaming industry, Finland represents a high-value, digitally savvy player base, a newly accessible market with pent-up demand, and a regulatory framework that rewards preparedness and credibility

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The Next Steps for Operators

A strategic, untapped market of opportunity

For operators, suppliers, and partners, the real opportunity lies before the market officially opens. Licensing preparation, compliance planning, localisation, and brand positioning will determine who enters Finland as a market leader.

Those who treat it as a long-term market will be the ones best positioned to succeed when the monopoly era officially ends.

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Contact us

As a global iGaming licensing provider, we are well-placed to assist you with entering Finland's newly regulated competitive market.

If you require support or have any questions about licensing in Finland, feel free to contact our team at hello@gamingateway.com

We provide dedicated assistance with iGaming licensing, corproate services, banking and more in over 40+ jurisdictions around the world.

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