Gaming operator, make sure your marketing strategy is fit for the Finnish market
The Finnish iGaming Conference 2026 showed that many of the gaming companies aiming to enter Finland are currently refining their marketing strategies, brand positioning and target audiences.
“This is the groundwork that should be done with care. I encourage gaming companies to talk to local media houses to better identify the right audiences and relevant contexts. The Finnish market differs from the Swedish one and those in Central Europe, so a copy–paste strategy is not likely to work here,” says Client Group Director Teemu Savolainen from Sanoma.
More than 75 gambling licences have already been applied for, which significantly exceeds initial expectations. Currently, all parties are waiting for the regulator to provide further guidance on marketing, expected in Q4.
“It’s good to be aware that Finnish media have a shared mindset of protecting their existing clients by restricting the amount of inventory available for gaming advertising. As a result, inventory is expected to be tight.”
Optimise your reach among the right target group
New clients are what brings the growth in the gaming market, Teemu Savolainen points out. Gaining them requires deep understanding of your target audience.
“Ideally, advertising is targeted to consumers who are genuinely interested in gaming. It’s easy to reach those over 50 in Finland, but if your target group is 25- to 54-year-olds and male-skewed, you need to make sure you’re optimising your reach among them.”
In Helsinki, a panel including Sanoma’s Marketing Strategist Reetta Thurman and Sales Director Karri Ahonen discussed the topic of building a gaming brand in Finland. The panel agreed on the importance of consistency across channels. Recognisable elements – logo, characters, audio and colours especially – maintain the feel of your brand, whatever the context.
“This creates mental availability, the probability that your brand crosses the consumer’s mind when they are ready to buy. On top of that, physical accessibility needs to be there,” Savolainen says.
Read more: Useful knowledge for your Finland go-to-market plans.
Allow sufficient time for the licence application process
The upcoming months will demand focus of the gaming companies preparing for their market entry.
“Experts have recommended applying for the gambling licence by the end of September 2026 at the latest to make sure it will be valid in July. There have been more applications than expected, and applying is not a one-and-done process to begin with. It’s best to allow time for providing further information,” Savolainen says.
