Finland's gambling reform - Will offshore operators still thrive?

EntSun News/11106386

With 75 licence applications submitted so far, Finland faces a crucial test in balancing market competitiveness, consumer protection and channelization.

HELSINKI - EntSun -- Finland's upcoming gambling market reform has attracted considerable interest from international operators, with 75 licence applications submitted to the National Police Board as of September 22, 2026.

The reform, scheduled to take effect on July 1, 2027, will end Veikkaus's monopoly on online casino gaming and sports betting, allowing licensed private operators to compete in the Finnish market.

According to Vedonlyontiyhtiot.com, a Finnish gambling comparison and review platform, the strong early interest represents an encouraging development for the country's ambitions to bring more gambling activity under domestic regulation.

Strong operator interest signals a competitive market

The number of licence applications has increased from 50 in June to 75 in September, suggesting that Finland remains an attractive market for international gambling companies.

Greater competition could provide Finnish consumers with a wider selection of betting platforms, casino games, and payment options, while bringing participating operators under Finnish regulatory supervision.

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However, Vedonlyontiyhtiot.com emphasizes that the number of applicants alone does not guarantee successful channelization.

"The interest from operators is certainly encouraging. Having 75 licence applications before the market even opens suggests that Finland has a real opportunity to build a competitive and attractive gambling market," says Jussi Alanen, Chief Editor at Vedonlyontiyhtiot.com.

"But the real test will be whether Finnish players find licensed operators attractive enough to stop using offshore alternatives. Simply introducing a licensing system won't automatically achieve that."

Sweden offers an important warning

Finland's Nordic neighbour Sweden introduced its gambling licensing system in 2019, providing a useful comparison.

Despite several years of regulation, Sweden's gambling authority, Spelinspektionen, estimated the country's channelization rate at approximately 84% in 2025, down from 85% in 2024.

This indicates that a meaningful share of gambling expenditure continues to flow to operators without Swedish licences.

Will Finnish players continue using offshore operators?

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According to Vedonlyontiyhtiot.com, some Finnish consumers are likely to continue gambling on websites without a Finnish licence after July 2027.

Players may be attracted by differences in bonuses, game selections, betting limits, or other restrictions imposed on licensed operators.

"We expect the vast majority of Finnish gambling activity to eventually move towards licensed operators, but reaching 100% channelization is unrealistic. The government needs to strike the right balance between consumer protection and maintaining an attractive market."

About Vedonlyontiyhtiot.com

Vedonlyontiyhtiot.com is a Finnish gambling comparison and review website specializing in online sports betting and casino services. The platform provides detailed operator reviews, comparisons, industry news, and educational content to help Finnish consumers make informed decisions about gambling services.

https://www.linkedin.com/company/vedonlyontiyhtiot-com/

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Finland's gambling reform - Will offshore operators still thrive?