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Finnish gambling licences: ComeOn and SuomiVeto secure licences ahead of 2027 launch
The Finnish market is set to open on 1 July 2027, but the first wave of operators has already secured licences. ComeOn Group and SuomiVeto received approvals on 22 October 2026, joining Hippos ATG and Wildz Group as the only licensed entrants. The licences give the operators the legal right to offer sports betting, casino games, and other gambling products under the new Gambling Act, but they do not grant immediate market access.
How the licences shape operator risk
Licences are the gatekeeper for market entry. They impose strict solvency requirements, mandatory player protection measures, and ongoing compliance obligations. Operators must maintain a minimum net worth, separate player funds, and submit regular audits. Failure to meet these conditions can trigger licence revocation, fines, or forced withdrawal of services. For ComeOn and SuomiVeto, the licences mean they can build infrastructure and secure funding, but they must also plan for a 20-month build-out before the market opens.
Payment models and player incentives
Operators typically earn revenue through a combination of margin on betting odds, house edge on casino games, and transaction fees. In Finland, the new regulatory framework caps the maximum commission on sports bets at 5%, which reduces operator margins compared to other European markets. To attract players, operators will likely offer sign-up bonuses, free spins, and loyalty points. These incentives increase upfront costs and can erode profitability if not carefully managed.
Liquidity and withdrawal reliability
Players expect instant withdrawals, but the new market’s licensing rules require operators to maintain liquidity reserves. The Finnish regulator mandates that operators hold a minimum of 10% of their total player deposits in liquid assets. This requirement protects players but also ties up capital that could otherwise be used for marketing or product development. Operators must balance liquidity with growth, a challenge that could influence their pricing strategies.
Licensing loopholes and enforcement
The Gambling Act includes provisions for licensing renewal and enforcement. Operators can appeal licence decisions, but the appeal process is lengthy and costly. Moreover, the regulator retains the right to impose sanctions for non-compliance with anti-money-laundering (AML) and responsible gambling (RG) standards. Operators that fail to meet RG obligations risk public censure and potential licence suspension, which can damage brand reputation and erode player trust.
The impact on Veikkaus
Veikkaus, Finland’s state-owned operator, has been the sole provider of online sports betting until now. With the new licences, Veikkaus faces competition in its core verticals. The operator has already migrated its sports betting platform to OpenBet’s technology, positioning itself for a smoother transition. However, the entry of ComeOn and SuomiVeto will pressure Veikkaus to lower prices, increase bonuses, and improve user experience to retain market share.
What players should watch
Players should scrutinise the terms and conditions of new operators. Pay attention to bonus wagering requirements, withdrawal limits, and the availability of responsible gambling tools. Operators that fail to provide clear information or that use opaque terms risk losing players to more transparent competitors.
Future regulatory developments
The Finnish regulator plans to review the licensing framework annually. Operators should monitor changes to the minimum net worth requirement, the maximum commission cap, and the RG obligations. Any tightening of these rules could increase operating costs and reduce margins.
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