Finland’s new gambling act and what it means for possible operators

Finland has updated its gambling framework through a significant reform. The new Gambling Act moves the country from a historically state‑monopolised model toward a dual licensing system: some gambling products remain under exclusive public control, while online gambling will open to licensed private operators. The reform is designed to strengthen consumer protection, reduce gambling‑related harm, and bring more gambling activity under Finnish regulatory oversight rather than offshore sites.

A new dual licensing model

Under the new structure, Finland introduces two distinct licence tracks. Two exclusive state licences are reserved for the state‑owned gambling companies (primarily Veikkaus). One licence covers lotteries and betting games, and the other covers gaming machines and casino games. In parallel, open market licences become available for private operators for online gambling products, including online casino games, online slot games, betting, electronic bingo and other digital gambling products.

In addition, providers of gambling technology will need a separate software licence, making regulatory planning relevant not only for operators but also for suppliers.

Key dates and the transition timeline

The Act was signed on January 16, 2026. Private operators can begin applying for licences in March 2026, and the competitive online market is scheduled to open in July 2027, when online monopoly arrangements end and supervision moves to the new Finnish Gambling Supervisory Authority. This phased rollout gives regulators and market participants time to build supervision, onboarding and technical compliance capabilities.

Player protection and compliance requirements

The reform places heavy emphasis on player protection and responsible gambling. Key themes include:

Player identification and eligibility: Licensed gambling requires verified identification. The player must be a natural person permanently resident in Finland, and operators must verify the player’s age. The minimum age is 18.
Responsible gambling controls: Operators must provide personal player accounts, limit-setting tools (including daily and monthly transfer limits, as well as deposit, loss and time limits), and behavioural monitoring and intervention systems.
Centralised self‑exclusion: Players must be able to block themselves through a national register, and licensed operators must check the register and prevent access across all licensed services.
Restricted practices: Credit‑based gambling is banned, and free games as well as aggressive discounts are broadly prohibited. Bonuses are allowed only within tight boundaries and must be offered fairly within an established customer relationship, and they must not be based on the time or money spent in games.
Payments and system location: Cryptocurrencies are prohibited for gambling payments. Gaming systems and lottery equipment must, as a rule, be located in Finland. The location requirement may not apply if the licensee is supervised in another state and that authority has an agreement with the Finnish supervisory authority on supervision, or if the Finnish supervisory authority can verify the reliability of the gaming system and the lottery equipment remotely.
Marketing rules: Marketing is permitted, but it must be moderate and must not target minors or vulnerable persons. Influencer marketing is prohibited, and direct marketing requires an affirmative opt‑in from the customer and cannot be bundled into standard terms by default. The Act also includes specific rules on outdoor advertising and sponsorship marketing.

Licensing requirements and suitability checks

Applicants must demonstrate reliability and suitability, including for key management and significant owners. Licence applications require extensive documentation: ownership and control structure, financial standing, operational plans, marketing approach, compliance procedures (including AML/CTF), player terms and rules, dispute handling resources, and measures to detect and prevent manipulation in gambling activity.

Taxation, fees, and enforcement

The new framework also introduces a new mix of taxes and regulatory fees for licensed operators, including an annual supervision fee and other licence-related charges. Operators should factor these costs into market entry planning and ensure that internal controls, reporting and audit trails are robust, as the new supervisory authority will have enhanced powers to monitor compliance and enforce the rules.

How Lexia can help

Lexia supports operators and suppliers in turning these new requirements into a practical, audit‑ready plan. As the regulatory framework is still new, we tailor our support case by case – from early‑stage market entry planning to licence application workstreams and ongoing compliance set‑ups. We can assist, for example, with licensing strategy (including operator and software licensing), governance and structuring, responsible gambling and marketing compliance, AML/CTF frameworks, terms and supplier arrangements, and regulator engagement.

As Finland’s market opens, early preparation will be a competitive advantage – especially where licensing documentation, technical compliance, and consumer‑protection controls require build time.

Written by: Alina Nuutila, Legal Trainee, [email protected]

Meet our team: Peter Jaari, Hanna Huttunen, Kimmo Suominen, Ilmari Koch, Anna-Sofia Brors, Mikko Koskinen