Finland to End Gambling Monopoly in Key Segments by 2026
The Finnish government has submitted a bill to Parliament that would end Veikkaus’ monopoly on online casino games, online slots, and betting by the end of 2026. The reform aims to introduce a licensing model for these segments, aligning Finland with other European countries such as Denmark and Sweden.
Betting and Online Casino Markets to Open to Competition
Under the proposed legislation, Veikkaus would lose its exclusive rights to offer online slots, casino games, and betting services by the end of 2026. These segments would be opened to licensed operators, while Veikkaus would retain its monopoly on lottery games, scratch cards, and land-based slot machines and casinos.
Companies would be able to apply for gambling licenses starting in early 2026, with licensed operations permitted from January 2027. Veikkaus would also be required to apply for licenses, including for any activity it wishes to carry out in the competitive market.
Balance Harm Prevention with Channeling to Licensed Offerings
Interior Minister Mari Rantanen said the proposal aims to balance gambling harm prevention with ensuring licensed operators can enter the market and that gambling activity is channeled toward a regulated environment. “The goal has been to find a regulatory solution where measures to prevent gambling harm are balanced with the willingness of gambling companies to apply for a license, and where online gambling is directed to regulated offerings,” Rantanen stated.
New Oversight Body to Regulate the Sector
Currently, the National Police Board supervises gambling operations. From the beginning of 2027, these responsibilities will shift to a new national Licensing and Supervisory Authority, which is expected to begin operations in early 2026. This agency will be responsible for granting licenses, overseeing compliance, and enforcing the rules set out in the law.
Licenses would only be granted to companies deemed trustworthy and suitable for gambling operations. The authority would ensure that gaming systems, draw machines, and randomization methods are reliable and that marketing restrictions are followed. Licensees would also be required to submit annual reports on their operations and marketing activities.
Responsible Gambling and Player Protection Measures
The bill retains the current legal gambling age of 18 and introduces strict requirements for player identification. Mandatory registration would allow for self-exclusion tools, spending limits, and tracking of gambling behavior. A centralized exclusion system would let individuals block themselves from all licensed gambling offerings.
License holders would be obligated to minimize gambling-related harm by monitoring player behavior and offering tools for managing play. The law also introduces several mechanisms to detect, prevent, and intervene in potential misuse and criminal activity, such as betting manipulation and fraud.
Operators would be required to suspend betting if irregularities are detected and limit the types of betting markets offered. Players would also have a clear mechanism for reporting suspected misconduct. Additionally, gambling operations would be subject to anti-money laundering regulations.
Marketing Restrictions to Remain Tight
Although gambling advertising is expected to increase with the opening of the market, the proposed law includes strict limitations. Advertising would be allowed only under specific conditions and must not target minors or vulnerable individuals. Use of minors in advertisements is explicitly prohibited.
Influencer marketing would not be permitted, and sponsorships would be limited. While sponsored athletes or teams may display the sponsor’s logo, the games themselves cannot be promoted. Sponsorship deals involving individuals under 18 or youth events would be prohibited.
Marketing would be allowed through a licensee’s own website and social media channels, but must adhere to all restrictions and include required information about risks and responsible play.
Financial Impact and Revenue Streams
The state would continue to receive revenue from Veikkaus through dividends and exclusive license fees. Additional income would come from gambling tax and corporate tax paid by licensed operators. This marks a shift from the current model, where all gambling profits are channeled directly from Veikkaus to the state.
The bill reflects the Orpo government’s program and is part of a broader administrative reform led by the Ministry of Finance. If passed, Finland’s gambling system would be restructured to combine a state monopoly and a regulated, competitive market — a model already implemented in several other European countries.