Gambling reform opens up the market - Finnish players are rational and open to new brands
The ongoing gambling reform in Finland will significantly change the structure of the gambling market. The dismantling of the monopoly and the move to a licensing system will create a completely new gaming landscape. More and more gambling has moved to foreign sites, resulting a loss of tax revenue and player protection. Liberalising the market to a licensing system aims to improve gaming control, prevent problem gambling and ensure that gaming companies operate within the Finnish regulatory and fiscal framework. The online gambling market is expected to open up to new players around the beginning of 2027.
One key finding in the design of the reform and future marketing is the nature of the Finnish player: rational, discerning and willing to try new brands as long as they are reliable and operate responsibly.
Finnish people are generally critical but accepting of gambling, and value transparency, security and fair play. It is important for new operators to build trust from the start - not just with attractive bonuses, but with responsible behaviour, clear communication and a respect for domestic values.
The licensing system will bring many international brands to Finland, but it will also increase the opportunities for domestic operators to grow. Finnish players are used to comparing options and often make their decisions based on knowledge and experience. Therefore, transparent terms and conditions, quality of customer service and a well-known brand image can determine who will emerge in the new gaming market.
Motives for gambling: winning, excitement and entertainment
According to the Finnish Player Survey, Finns gamble primarily to win money (71% of respondents). Excitement (38%) and entertainment (19%) follow, but the chance of winning is clearly the most important motivator for gambling. Finnish gambling is not impulsive, but involves deliberation. For many, gambling is a personal matter that they do not want to make a big deal out of.
Reliability first
As the gambling market opens up, Finnish players are curious about new opportunities. They weighs up the options, assesses reliability and makes their decision calmly. Reliability is the most important factor when choosing a gaming service (71% of respondents).
"This says a lot about the Finnish player's values: security, accountability and transparency are the core values. New players in the gaming industry need to build their brand carefully. The trust of Finns is not won in a flash," says Sanoma's marketing strategist Mia Lähdesalmi.
Content that convinces and appeals
Finnish people are not charmed by flickering casino lights. They want to know what they are getting themselves into, so content should be credible, clear and informative. The first thing you want to know is how the game works and what the risks are. Only after that can entertainment content take over.
Learn more: Top 5 things to consider when entering the Finnish gaming market
Brand building is a marathon, not a sprint
Brand awareness is built over time. It is important for new entrants to the games industry to invest in long-term branding work based on local understanding and values.
"When a new and still unknown operator enters the gaming market, the first step is to win the trust and heart of the Finnish consumer. Finnish influencers, local media partners and content that is genuinely aimed at a Finnish audience are key to this," says Lähdesalmi.
The Finnish Player survey was completed by 730 Finnish gambling enthusiasts in March 2025.
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Advertising Finland is the international sales unit of Sanoma – your gateway to the Finnish market. Learn more about the Finnish gaming market:
