Finland's National Police Board has received 75 gambling licence applications ahead of the market opening in July 2027. The figure exceeds the regulator's initial forecast of 40 to 60 licences.
Applications stood at 50 in June. By comparison, neighbouring Sweden has issued 89 licences for a population twice the size. Janne Nikkinen, a researcher at the University of Helsinki, said the government is pleased with demand and does not fear market saturation. He believes rejections are unlikely.
The Finnish market presents a clear opportunity. State monopoly Veikkaus generated €936.3 million in 2025 from 2.7 million registered customers — nearly half the country's 5.7 million population. Veikkaus has filed applications to retain its lottery exclusivity and to operate in the open segment covering betting, online casino, slots and bingo. The company is also rumoured to be preparing for an IPO.
New rules taking effect on 1 July 2027 will cap advertising volume and visibility. The national regulator will enforce moderate marketing aimed at steering demand toward licensed services. A licence costs €29,000. Not all 75 applications come from different operators: some have filed multiple applications across categories. LeoVegas has publicly confirmed it is seeking both an operator licence and a software supplier licence.
The regulator has warned that processing may take up to six months. Operators must submit documentation by the end of December 2026 to be ready for market opening.
