Finland to Launch Licensing System for Online Casinos and Betting

Big change is coming in Finland’s gambling market. The government plans to open the door to private operators by introducing a new licensing system for online casinos and betting.

At the moment, Veikkaus Oy, the state-owned operator, is the only one allowed to offer these services. But that’s about to change.

What’s in the new plan?

Here’s a quick overview of what Finland is doing:

• A licensing system is coming: Private companies will be allowed to apply for a licence and offer online casino games and sports betting.
• Veikkaus still keeps some areas: They’ll continue to run lotteries, land-based casinos, slot machines, and totalizator betting.
• A new regulator will be created: This will sit under the Ministry of Finance and will handle licences and rules for operators.
• Player protection will be stronger: Operators must offer deposit limits, self-exclusion tools, and other responsible gambling features.

Why is Finland doing this?

There are two big reasons why Finland is introducing a casino licensing system; To increase competition and to protect players better. The Finnish government also wants to make sure gambling is better controlled and that money stays within legal and regulated sites, not unlicensed ones.

When will this all happen?

There is a two year timeline for a Finnish gambling license which means that by January of 2027, Finland's new gambling system should be fully live;

• Spring 2025 - The Parliament is expected to approve the law.
• Early 2026 - Operators can start applying for licences.
• Between July 2026 and January 2027 – New licensed sites can start operating.

What does a Finnish gambling license mean for affiliates and operators?

Operators can plan a compliant Finland launch with realistic Nordic unit economics, but without a change to the current proposal, which plan for a strict restriction or ban on affiliate marketing, affiliates must assume minimal or no direct role in acquisition on the Finnish market.

Final thoughts

Online casino licenses in Finland are coming, and 2027 will be a turning point. Finland is making a clear shift toward a more open online gambling market, and this is one to watch if you’re working in the casino space.

Launching a licensing system allows for more competition, better regulation, and stronger player protection. It opens the door to a whole new market for affiliates and operators.