Preparing for the Licensing Wave: A Guide for Marketing, PR and Compliance Teams

With Finland’s new gambling licensing system expected to launch in 2027, iGaming companies should begin preparations now to secure a strong position. While much of the focus has been on regulation and product, long term success will depend just as much on how well marketing, public relations and compliance teams are prepared.

In this environment, operators will not just be competing for players. They will be competing for trust. Finnish consumers are informed, regulation is evolving, and public scrutiny will be real. Being first to market does not guarantee success, but it does offer a clear advantage. Operators who are ready to go from day one will have a head start in building visibility, earning player confidence and gaining market share.

Marketing: Beyond Bonuses and Banners

Marketing in a regulated space is not about who makes the most noise. In Finland, campaigns must feel local, meet legal requirements and respect boundaries. Proposed restrictions include a ban on influencer and affiliate marketing, limits on bonuses and strict rules around targeting vulnerable groups.

For those used to looser markets, it may feel like the rules are limiting. But this is also where the best marketers stand out. The challenge is to find creative ways to build brand awareness, trust and loyalty without relying on aggressive promotions.

That means campaigns focused on clarity, responsibility and user experience. Websites, customer support and even advertising tone should reflect local language and cultural expectations. Humour, visuals and references should feel Finnish, not just translated.

The same applies to content. Terms must be clear. Claims must be realistic. Advertising that overpromises will backfire, not just with regulators but with players too. A misstep here will not just cost a fine. It could damage the brand for good.

PR: Build Your Reputation Before Someone Else Does

Public relations will shape how new operators are seen from day one. Finnish media is independent, critical and fast to challenge vague or flashy market entries. Companies without a clear story will end up reacting instead of leading.

PR teams should build media relationships early. Have press kits ready. Identify local spokespeople. Create a crisis plan and hope you will not need it. Show what your company brings to Finland beyond product and profit: jobs, responsible play, support for local causes.

Also be ready to take part in difficult conversations. Gambling is a sensitive subject. Silence is not a strategy. Operators should speak with facts, empathy and a willingness to adapt. The ones who do this well will stand out and earn trust.

Compliance: A Culture, Not a Checklist

Compliance in Finland will demand more than paperwork. It will shape how the business operates. That includes everything from KYC and AML to advertising rules and data handling.

Some of this will be familiar to those active in other European markets. Source of wealth checks, robust self exclusion systems, clear terms. But local details will matter, and standards will be high. This will not be a market where shortcuts go unnoticed.

Compliance should be built into company culture, not treated as an outside function. That means training across teams, regular internal reviews and honest dialogue with regulators. When things go wrong, the companies that recover best are the ones that took compliance seriously from the start.

Cross Team Coordination Is the Edge

The real difference between companies that succeed in new markets and those that struggle is not just strong departments. It is how well those teams work together.

Marketing needs to check with compliance before launching campaigns. PR needs legal review before giving interviews. Compliance needs to understand what the business is trying to do. It is not about slowing down. It is about getting it right the first time.

Regular meetings, shared documents and joint planning are a must. And if there is no in house expertise, partner with local agencies that understand both the rules and the culture. The companies that break down silos early will move faster and smarter once the market opens.

In Summary: Prepare Now or Pay Later

Operators who start preparing now will be ready to move when the time comes. Finland offers real potential, but also real expectations.

Get the marketing right. Build a public voice that earns trust. Treat compliance as a foundation, not an obstacle. That is how you lead, not just enter, a new market.