Finland’s iGaming Market Is Entering a New Era – “The Networks and Partnerships Are Being Built Now”

Finland is preparing for one of the biggest changes in the history of its gambling market. As the country moves towards a licensing system, international operators are already building networks, looking for local partners and preparing their market-entry strategies. Laura Sandström, Producer of Finnish iGaming Events, says the transformation is creating opportunities far beyond the gambling industry itself.

When Finnish iGaming Event was launched four years ago, Finland’s future licensing market was still largely a topic of discussion. Today, the situation could hardly be more different.

“The licensing market felt quite distant when we organised the event for the first time. Now we are at a point where the opening of the market is just around the corner,” says Laura Sandström, Producer of Finnish iGaming Events.

That change can also be seen in this year’s event.

According to Sandström, international interest in Finland has increased significantly. Operators, game suppliers, technology companies, payment and identification providers, media companies, consultants and other industry service providers are heading to Helsinki.

“The event has grown every year, but it is still important for us to keep it compact enough for people to actually meet each other. Networking shouldn’t just be a slot in the programme. People need time to talk and build relationships.”

International operators are already preparing for Finland

Although Finland’s licensed market will not open until next year, Sandström says the preparations are already in full swing.

International operators are researching the market, building networks and considering how they will position their brands in Finland.

“Previously, companies were perhaps monitoring Finland and trying to understand what might happen. Now they are making concrete plans and building partnerships.”

Finland is a relatively small market in terms of population, but Sandström believes several characteristics make it particularly attractive to international gambling companies.

Finns are active users of digital services, the country has highly developed digital infrastructure and consumers are accustomed to conducting transactions online.

“You can also see the interest very concretely in the number of enquiries we receive from international companies. For many, Finland is currently one of the most interesting new markets in Europe.”

Marketing restrictions are a key concern

The biggest questions from international operators currently relate to how Finland’s new regulatory framework will work in practice.

Marketing restrictions are among the issues attracting the most attention.

“International companies are trying to understand what they will be allowed to do in Finland, how they can build their brands and what opportunities a new operator will actually have to become known among Finnish consumers,” Sandström explains.

Technology, licensing requirements and other regulatory details are also being closely followed.

For Sandström, one of the most important questions is whether Finland can create the right balance between consumer protection and a commercially viable licensed market.

“Regulation obviously needs to protect consumers and prevent gambling-related harm. But at the same time, the licensed market needs to be attractive enough for companies to want to participate.”

A key measure of success will be the channelisation rate – the proportion of Finnish gambling activity taking place with locally licensed operators.

Sandström sees a genuine risk that excessively restrictive marketing rules could work against that objective.

“If licensed operators cannot make themselves known or compete for customers, gambling will not automatically move into the licensed system. Players will continue to have a huge number of alternatives online.”

She argues that responsible marketing regulation is necessary, but it must still allow normal competition. Finland will also need effective tools to intervene when unlicensed operators target Finnish consumers.

New opportunities extend far beyond operators

The opening of the market will not only affect gambling companies.

When international brands enter Finland, they will need local knowledge, partners and visibility. Sandström expects this to create opportunities for Finnish marketing and communications agencies, media companies, event organisers and other service providers.

Sponsorship could become particularly interesting.

“New brands entering the market need to become known among Finnish consumers. That creates completely new opportunities for sports, events and other sponsorship properties.”

Sandström is personally particularly interested in this development.

She believes international iGaming companies could bring new expertise and investment into the Finnish sponsorship market, where gambling companies have so far operated under a very different market structure.

“We are getting an entirely new industry in Finland that understands sponsorship and knows how to use it strategically as part of marketing. I hope that this will have a broader impact on the Finnish sponsorship market and encourage companies in other industries to see sponsorship more strongly as a strategic marketing and business tool.”

Finland will build a different kind of iGaming ecosystem

Despite the opportunities created by the new market, Sandström does not expect Finland to develop into an international iGaming hub comparable to Malta.

Established iGaming ecosystems already exist in countries such as Malta, Sweden and Estonia, and many international companies already have Nordic or regional organisations operating from these markets.

“I don’t see a major need for companies to rebuild those organisations in Finland. I think we are more likely to see individual country managers and local representatives here, while the larger organisations will continue to operate elsewhere.”

This also means that the direct employment impact within gambling operators themselves may remain relatively limited.

The indirect impact could be more significant.

Finnish agencies, media companies, technology providers, event businesses and other local partners can gain new international clients. Growth among these companies could consequently create jobs and investment in Finland.

Finnish technology expertise has international potential

Finnish professionals already work throughout the international iGaming industry, and Sandström believes they have a strong reputation.

Technology stands out in particular.

Finland has a long history in both the technology and gaming industries, providing expertise that translates naturally into iGaming.

“Finland has strong capabilities in areas such as game development, data, artificial intelligence and building digital services. Technology is definitely one of the areas where Finnish expertise has a lot to offer internationally.”

Technology and AI will also feature prominently at this year’s Finnish iGaming Event alongside regulation, marketing and payments.

One of the sessions Sandström is particularly looking forward to is Predictions for Finnish iGaming in 2030, led by Jaakko Soininen.

“Understandably, everyone in Finland is currently focused on the opening of the licensing market. But at the same time, a great deal is happening across Europe. It is important to look further ahead and ask what the gambling market might look like in a few years and where the industry is actually heading.”

Building a Finnish iGaming community

Finnish iGaming Event also wants to play a role beyond organising an annual industry gathering.

Sandström believes Finland still lacks a strong community that regularly brings together different parts of the gambling ecosystem.

“Our role is first and foremost to bring Finnish and international companies together, share information and enable discussions and meetings.”

As the licensed market emerges, the need for such a community is likely to increase.

“We want to help build an iGaming community in Finland. We don’t really have a strong community yet that brings the whole industry together on a regular basis. I hope Finnish iGaming Event can be one of the places where that community is built.”

The profile of participants is already changing. The number of operators attending has increased as the market opening approaches, while more consultants and specialists working with international operators are also joining the event.

Sandström says it is impossible to measure exactly how much business has originated at the event, as organisers cannot follow every conversation after participants leave Helsinki.

But new relationships and partnerships have clearly emerged.

“ When you bring the right decision-makers from Finland and international markets into the same place, it creates a very natural environment for new business and partnerships.”

“If Finland interests you, now is the time”

Sandström hopes that three years from now Finland will have a competitive licensed market with several strong brands and a high channelisation rate.

She also expects the regulatory framework to evolve after the market has opened.

“We are now building the first version of the Finnish licensing model, but it is unlikely to be the final version in every respect. Once we have actual experience and data showing what works and what doesn’t, hopefully the regulation can be adjusted accordingly.”

For international companies considering Finland, however, Sandström’s message is that they should not wait for the market to formally open before making their move.

“If Finland interests you as a market, now is the right time to come to Helsinki. The market opens next year, but the networks, partnerships and plans are being built now.”

That is also what she sees as the key reason to attend this year’s Finnish iGaming Event.

“Over two days in Helsinki, you can meet a large proportion of the people and companies that will be involved in building Finland’s new gambling market. The programme is important, but the discussions, meetings and new contacts are at least as valuable.”

“And this year, with the opening of the market getting so close, I think those conversations will be more interesting than ever.”

 Laura Sandström, producer of Finnish iGaming Events