Gambling in Finland is a well-established market, controlled not by one, but two government monopolies. Veikkaus manages gambling across mainland Finland, while PAF handles the gambling markets of Åland Islands. Both are allowed to operate gambling services and, to some extent, market their offerings within their jurisdictions.
However, big changes are brewing. In 2026, Finland will introduce a new licensing system, finally letting international operators apply for local licenses. Exciting, right? Well — this is Finland, so expect a mix of new rules, old habits, and at least one confusing gray area no one can fully explain.
With that in mind, we thought this would be the perfect time to map out the weird and wonderful world of Finnish gambling — and explain why anyone thinking of entering will need a local expert who can tell their Veikkaus from their Väärinymmärrys (misunderstanding).
The Monopoly Ghost – It’s Not Leaving in 2026
For decades, Finnish players have only had one legal option on the mainland: Veikkaus. This monopoly didn’t just control the games — it controlled how gambling was talked about, taxed, advertised, and even thought about.
Even with licensing, this “Veikkaus first” mentality won’t vanish overnight. If you think you can show up with a big bonus and a slick brand, you’ll be about as welcome as a Swedish hockey fan in a Tampere sauna.
Marketing – Technically Possible, Practically Complicated
In most licensed markets, advertising is a given. Not here.
- Veikkaus can advertise — under strict responsible gambling rules.
- Foreign operators? No direct advertising to Finnish players allowed.
This means no TV slots, newspaper campaigns, or paid influencer deals targeting Finns. Some brands have creatively bent these rules — but the line between smart and sanctioned is razor-thin. Welcome to Finland: where even the ads have to wear a seatbelt.
Player Protection – It’s a Cultural Thing
In Finland, responsible gambling is not a side note — it’s part of the national identity. Every player has a personal Veikkaus account tied to their national ID. There are built-in loss limits, and player messaging is all about moderation, not jackpots.
If your brand positioning is too aggressive or ignores these cultural values, you’re finished before you start. If your site doesn’t take player safety seriously, you won’t just lose your license — you’ll get dragged across the front pages by politicians trying to score points. And if you think Finnish players will back you up? They’ll be too busy following their favourite state-owned gambling influencer.
Gambling for the Greater Good
Finnish gambling isn’t just a business — it’s a public service. Veikkaus profits fund sports, arts, and social programs, and that “good cause” halo is hard to shake.
If your brand shows up acting like it’s just here to make quick cash, you’ll stand out — and not in the good way. Successful brands in Finland will find creative ways to contribute to the community, even if that means sponsoring a local Mölkky tournament.
Look Out for the Top 3 Mistakes Foreign Operators Could Make in Finland
- Thinking Finnish = Swedish with a Weirder Language
Different market, different culture, different laws. Copy-paste from Sweden, and you’ll look like a tourist who forgot to take off their Stockholm hoodie. - Ignoring Responsible Gambling Culture
If your marketing sounds like “Get Rich Quick!”, you’ll get banned quicker. - Flying Blind on Regulatory Updates
Finnish laws move slowly — until they don’t. If you’re not following the local political gossip, you’ll get hit with surprises faster than a snowstorm in June.
Let’s Make Your Finnish Story Less Cringe
Finland’s gambling market is a beautiful mess — part Nordic responsibility, part monopoly hangover, and soon, part open-for-business chaos.
If you want to succeed here, you don’t need just a lawyer or just a translator — you need someone who knows the rules, the loopholes, and why the word “Veikkaus” makes half the population roll their eyes.
Luckily, that’s exactly who we are.
