Veikkaus Monopoly vs New Licensing System in Finland 2026

Compare the Veikkaus monopoly with Finland’s new licensing system in 2026, including market access, operators, player choice, bonuses and responsible gambling. 

Veikkaus Monopoly vs New Licensing System in Finland and what changes after the 2026 reform 

The 2026 Finnish gambling reform does not mean the immediate end of the state-run model. In 2026, the country will be in a transition period, and the actual opening of the competitive segment is scheduled for July 1, 2027. After that date, Veikkaus will retain its monopoly on lotteries, scratch-off tickets, physical slot machines, and some land-based games, while online casinos and betting will transition to a licensing model. For Finnish players, this will mean the emergence of a greater number of legal online operators, but every participant in the new market must operate under Finnish regulations and hold the appropriate gambling licence. By June 2026, approximately 50 applications had already been submitted. Therefore, it is more accurate to view Finland’s future licensing system not as a complete abandonment of Veikkaus, but as a division of the Finnish gambling market into a competitive online segment and areas where the state-owned company will retain exclusive rights.

What Was the Veikkaus Monopoly and how did Finland’s gambling market operate? 

The old system was built around a single state-owned operator. Veikkaus Finland held an exclusive position on the mainland, so the legal offering of gambling products within the Finnish system was concentrated in a single company. Until the end of the transition period, Veikkaus remained the sole operator authorized to organize and advertise gambling under the current monopoly model.

For users, this meant that various categories were brought together in a single environment:

• sports betting;
• lotteries;
• scratch cards;
• online casino games;
• slot machines;
• other permitted gambling products.

This gambling monopoly created a market structure quite different from that of multi-license systems, where dozens of brands compete for a single player. Veikkaus had no group of locally licensed competitors from which Finnish players could choose within the national regulatory framework.

The problem gradually shifted online. The formal monopoly did not mean that Finnish users stopped gambling on foreign websites. According to estimates cited by iGaming Business, Veikkaus’s market share on the eve of the reform had shrunk to approximately 51%, while a significant portion of online activity took place outside the monopoly system. It was precisely this discrepancy between the legal framework and actual user behavior that became one of the key issues for gambling regulation.

The model can be broadly broken down into three key features:

• a single state-owned operator within the national system;
• the absence of domestic licensing competition;
• centralized control over a significant portion of gambling activity.

Following the reform, this structure will not disappear entirely. Starting July 1, 2027, betting and online casino products will be open to licensed operators, while lotteries, scratch-off tickets, physical slot machines, and land-based casino games will remain exclusively under Veikkaus’s control.

Thus, the transformation of Finland’s gambling market is not following the principle of monopoly today — a completely free market tomorrow. The country is transitioning to a hybrid model: part of the old system will continue to exist, while online gambling and betting in Finland will be given a separate competitive space with its own licensing and oversight.

Why Is Finland Moving to a Licensing System and opening online gambling to competition?

The reason for the reform is not simply a desire to bring more brands into the market. Formally, the Veikkaus monopoly covered Finnish gambling, but a significant portion of online activity was already taking place on foreign websites outside the national regulatory framework. 

As a result, the old system had an obvious flaw:

1. Veikkaus remained the sole domestic operator;
2. users still found foreign gambling sites;
3. part of online gambling fell outside Finnish supervision;
4. local regulations did not cover the entire actual demand.

With the new licensing system, Finland is attempting to bring most of this activity into a regulated environment. Betting, online slots, casino games, and online bingo are being opened up to competition, while lotteries, scratch cards, and part of land-based gambling remain under an exclusive license. The main part of the new system will launch on July 1, 2027, although applications for licenses will be accepted starting March 1, 2026. 

The reform has several parallel objectives:

• to increase the share of regulated online gambling Finland;
• to extend local oversight to licensed gambling operators;
• to create a regulated gambling market;
• to strengthen responsible gambling mechanisms;
• to establish common requirements for participants in the competitive segment.

The government is not relinquishing control over the Finnish gambling market but is changing how it is organized: part of the demand is planned to be directed toward several licensed companies that will operate under the same local rules. 

How Does the New Licensing System Work in Finland from application to market entry?

The transition is spread out over time, so 2026 should not be confused with the full opening of the Finnish gambling market. Starting March 1, 2026, companies can apply for a Finnish gambling license, but they will not be able to launch licensed betting and online casino services until July 1, 2027. Veikkaus’s exclusive right remains in effect until the end of June 2027. 

The new model provides for various types of licenses:

• an exclusive license for the monopoly segment;
• a gambling license for the competitive market;
• a separate software license for gambling software providers.

Applicants will also be subject to suitability and reliability checks. In 2026, the fee for processing an exclusive license or a gambling license is €29,000. 

The market breakdown after launch will look roughly as follows:

• lotteries and scratch cards remain in the exclusive segment;
• physical slots and casino games also remain under the monopoly;
• betting opens up to licensed operators;
• online slots and casino games move to the competitive segment;
• online money bingo is also included in the licensing model.

Supervision will also change. Until June 30, 2027, the National Police Board will remain the licensing authority, and as of July 1, these functions will be transferred to the Finnish Supervisory Agency. Software licenses will begin to be issued on that same date, and as of July 1, 2028, license holders must use gambling software from licensed providers. 

For Finnish players, the emergence of several operators does not mean an unregulated market. The law maintains an age limit of 18, requires identification, and provides for centralized self-exclusion, while license holders must monitor gambling behavior and provide tools to limit gambling. 

Veikkaus Monopoly vs New Licensing System: Key Differences for the Finnish gambling market 

The difference between the old and new models is most evident not in the number of websites, but in who is actually granted the right to serve Finnish players. Until the end of June 2027, the Veikkaus monopoly will remain the foundation of the system. After July 1, betting, online slots, casino games, and online bingo will be open to licensed competition. Lotteries, scratch cards, physical slots, and land-based casino games will remain in the exclusive segment. 

The key differences can be summarized as follows:

For gambling operators Finland, the very point of entry into the market is changing. Instead of operating outside the national licensing model, a company will be able to apply for a Finnish gambling license, undergo a review, and — once the market opens — offer permitted products. In 2026, the fee for processing a gambling license application is €29,000.

At the same time, gambling competition does not mean complete freedom for brands. The new gambling legislation establishes rules for marketing, identification, self-exclusion, and player protection. For serious violations, the regulator will be able to impose administrative sanctions, with license revocation as a last resort.

Bonuses and Promotions Under the New Licensing System and the new marketing rules 

The emergence of dozens of licensed gambling operators will naturally intensify the competition for users, however, this does not mean that after July 1, 2027, brands will be able to promote any bonuses without restrictions. The new gambling regulation specifies permitted advertising channels and, at the same time, explicitly restricts the ways in which gambling products may be advertised.

The law permits marketing, in particular, through:

1. television and radio;
2. newspapers;
3. the operator’s own website;
4. the operator’s own social media accounts within permitted limits.

Other forms of promotion, on the other hand, are subject to restrictions. Among the specifically defined rules:

1. influencer marketing is prohibited;
2. direct marketing by telephone is not permitted;
3. advertising may not be directed at minors;
4. Under-18s may not appear in gambling advertisements;
5. Sponsorship may not relate to children’s events or competitions.

Every marketing message must also take player protection into account. Advertisements must specify age restrictions and provide information about tools for managing gambling-related problems. With the exception of radio advertising, information about the license and supervisory authority must also be included.

Player Protection and Responsible Gambling after the transition from monopoly to licensing 

The transition from the Veikkaus monopoly to a licensing model changes not only the number of operators in the market but also the approach to regulating gambling activity. One of the main goals of the gambling reform 2026 is to ensure that the majority of online gambling shifts to operators operating within the Finnish regulatory framework. For this reason, the licensing system Finland incorporates not only economic competition but also user protection requirements.

Under the new model, operators must address several areas of responsibility:

• verifying the user’s age and identity;
• preventing minors from accessing gambling services;
• providing self-exclusion tools;
• the ability to set personal limits;
• monitoring for signs of risky behavior.

A separate section addresses the operator’s interaction with the player. Companies must not only provide betting or casino products but also create conditions under which users can control their own activity. Such mechanisms include:

• spending limits;
• time limits;
• information on responsible gambling;
• assistance with problem behavior.

The approach to advertising is also changing. In a competitive environment, brands have more opportunities for promotion, but gambling regulations set limits designed to prevent aggressive marketing. Key requirements include:

1. a ban on targeting minors;
2. restrictions on the content of advertisements;
3. requirements for transparency of information;
4. control over promotional channels.

It is important for Finnish players to understand that obtaining a gambling licence Finland does not grant operators automatic freedom. 

What Does the New System Mean for Finnish Players after the gambling reform?

For Finnish players, the new model will mean a gradual change in their experience with online gambling services. After the transition to a licensing system, some operators will be able to operate within the Finnish regulatory framework, so users will have more options in the segments that are opened up to competition. At the same time, the gambling market Finland will remain a regulated environment where operators must comply with requirements regarding licensing, advertising, and responsible gaming.

The changes will have the greatest impact on the betting market Finland, as this sector is transitioning from a monopoly model to a system with multiple licensed operators.