The clock is ticking. In just four months, Finland’s gambling landscape will undergo the biggest transformation in decades as the government prepares to open the market to new operators. What was once a monopoly system, dominated by Veikkaus on the mainland and PAF on Åland, is about to be reshaped by a licensing model that promises competition, transparency, and greater consumer protection.

Yet, instead of confidence, we are seeing growing concern. Experts, industry stakeholders, and even lawmakers are voicing doubts about whether Finland is truly ready for the change.

The Key Concerns

1. Slow progress on licensing clarity

Operators eager to enter the Finnish market are still waiting for clear guidance on licensing conditions, compliance requirements, and tax structures. This uncertainty makes it difficult for businesses to prepare and risks delaying the benefits of re-regulation.

2. Consumer protection in question

One of the main goals of the reform was to better protect players. But critics argue that the proposed measures lack teeth. Without strict tools for responsible gambling, Finland could see an increase in problem play rather than a decrease.

3. Pressure on legislators

Public debate has intensified, with advocacy groups demanding tougher restrictions on advertising and stronger safeguards for vulnerable players. Meanwhile, the government faces pressure from EU standards and neighboring countries, where liberalization has already taken place.

4. Market readiness

Behind the scenes, operators worry about Finland’s unique mix of cultural expectations, language barriers, and high regulatory hurdles. Many believe that only those with deep local insight and tailored strategies will succeed in the new environment.

Overregulation: A Real Risk?

Many of the current drafts lean toward heavy restrictions, especially around marketing and bonuses. Some of the concerns include:

  1. Strict marketing limitations, especially for high-risk games like online slots
  2. Possible bonus bans or heavily restricted offers, limiting customer acquisition tools
  3. KYC requirements that might create friction for players If the rules become too strict, the fear is that players will stick with unlicensed operators anyway—undermining the very purpose of the reform.

The Channelization Dilemma

The official goal of the licensing model is to “channel players into the legal, controlled market.” But experts warn that this only works if the licensed market is competitive and appealing.

If players don’t see better odds, bonuses, or smoother experiences in licensed sites, they’ll simply continue to play on international platforms that don’t follow Finnish rules—but are just one Google search away.

Local Sports and Sponsorships in Limbo

Another concern is the impact on Finnish sports and sponsorships. The first draft of the law nearly banned gambling-related sponsorships in sports altogether. After significant backlash, some restrictions were softened—but the rules are still unclear and open to interpretation.

Sports organizations and clubs are left wondering:

  • Can we still partner with betting companies?
  • If so, how?

Veikkaus: A Conflict of Interest?

The plan is to split Veikkaus into two parts: one for the remaining monopoly games (lotteries, slots, Toto) and another to compete in the open market.

But many wonder:

  • Can a state-owned operator compete fairly while still controlling parts of the monopoly?
  • And how will Veikkaus avoid conflicts of interest when it’s both competitor and national service provider?

A Critical Four Months Ahead

With time running out, lawmakers are facing pressure from operators, sports organizations, addiction experts, and consumers. The stakes are high: get it right, and Finland could have a modern, responsible gambling market that protects players while keeping revenue in the country.

Get it wrong, and Finland risks creating a system where nobody wins—not the players, not the operators, and not society at large.

Final Thought: Why Local Guidance Matters

For gambling businesses looking at Finland in 2026, this isn’t a market you enter without a guide. Understanding not just the laws—but the culture, politics, and public opinion—is critical.

And luckily, there are people who can help with that. (Hint: you’re already talking to them.)