Demand for gambling licences in Finland exceeds expectations, pointing to stronger competition

HELSINKI - EntSun -- Finland's upcoming gambling market is attracting greater interest than initially anticipated, with 75 licence applications reported by September.

On 15 October 2026, Wildz Group became the first online gambling operator to officially confirm that it had received a five-year Finnish licence that will take effect on 1 July 2027.

Applications surpass earlier expectations

The National Police Board of Finland had received 75 gambling-related licence applications by 22 September. University of Helsinki researcher Janne Nikkinen told Yle that earlier estimates ranged from 40 to 60 applications, and even that range had been considered somewhat optimistic.

The number of applications does not necessarily represent 75 separate companies, and these are applications and not approved licences. Nevertheless, the level of interest suggests that operators see substantial commercial potential in Finland.

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GM Koutsi expects this interest to translate into intense competition for advertising visibility as operators seek to build brand recognition alongside the soon-to-be former monopoly holder Veikkaus.

A better product will matter more

Veikkaus has long relied on brand recognition, which will remain important, but GM Koutsi expects that operators with a better product will soon take an even bigger share of the market from Veikkaus.

"The operators offering Finnish players a better product will have the advantage. In our view, international firms already have an edge in areas such as sportsbook depth, more competitive odds and larger casino game portfolios."

International operators already offer extensively localised services, with betting sites tailored to Finnish players competing for the same audience. GM Koutsi expects localisation to improve further as operators prepare for the licensed market, while increased advertising will help them build brand recognition and make their offerings more widely known.

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Winning customers could become more expensive

More operators competing for advertising and sponsorships could push acquisition costs higher. Brands with similar offerings could end up paying more for fewer new customers, especially during the initial launch campaigns.

GM Koutsi expects customer retention to become increasingly important as those campaigns end. Those that struggle to retain customers could face pressure to reduce spending or reconsider their approach to Finland.

The number of applications alone does not mean the market will become saturated, but it suggests that operators should prepare for tougher competition than initially expected.

About GM Koutsi

Founded in 2023, GM Koutsi operates Finland's leading betting comparison website. The site covers sportsbook comparisons and provides up-to-date insight into the Finnish online betting market.

For more information, please visit https://gmkoutsi.com/