Five ways for gaming operators to strengthen their position in the Finnish market
What should a gaming operator know about the Finnish market? Reetta Thurman, marketing strategist at Sanoma, shares five things to keep in mind.
1. A familiar brand gets considered – a stranger one doesn't
Awareness is the foundation on which all other marketing is built. A strong and well-known brand is included in the consumer's consideration set even before the moment of gaming. When the time comes to choose, people tend to opt for a brand they recognise.
2. Building trust is essential
In Finland, however, mere awareness is not enough. When Finns choose a gaming company, trustworthiness matters more than brand awareness. Awareness is essential, but a gaming operator should be both well-known and trustworthy.
At Sanoma, the range of media channels already helps build trust. Finns consider news media, TV and radio to be the most reliable media, and all of these are part of Sanoma's portfolio. Advertising in well-known and trustworthy media also builds trust in the advertiser, and makes the advertising more memorable.
According to the current interpretation of the law, the regulation closed almost exactly those channels that Finns trust the least. The most trusted media are still available to gaming operators. In Finland, therefore, compliance with regulations and the effectiveness of marketing are pointing in the same direction.
3. The brand is built through reach
Brand awareness is most strongly built on reach. Growth comes mainly from penetration – from people who play rarely or not at all, and not from current players playing more.
Awareness is not evenly distributed. The gaming operators currently active in Finland have a brand awareness of 75% in the segment with the highest number of bettors, compared with 98% in segments where gaming is uncommon. Growth can be found where there is room in the consideration set, that is, among those who are not very familiar with the options offered by the gaming operator in question.
The awareness increases as the consumer encounters the message in more channels. Marketing needs to leave a lasting impression and reach future players as well.
4. Creative execution is the ultimate differentiator
When legislation has chosen the channels and everyone is buying the same inventory in the same week, one variable remains that truly differentiates the operators: whether the creative execution is good. In such a tightly regulated market, content quality is not a soft element of the marketing plan, but the only element the operator can control.
Media choices determine how many people see the message. Sanoma's media brand portfolio reaches 96% of Finns every week.
Give us a minute - Watch a minute long video with three tips for content marketing in Finland.
5. Prepare well
Before the gambling market in Finland opens in the summer of 2027, there is still time to prepare. Create recognisable elements for your brand and stick to them systematically. When ads look and feel the same across channels, they are more memorable and connected with the right brand.
It's a good idea to start measuring early. The baseline for brand tracking needs to be measured before launch, as you will not be able to show growth from a starting point that you have never measured.
It is also important to book your advertising well in advance. Those who book early will get the advertising space they want. This decision should be made now, not next summer.
