How will the opening up of the gaming market affect the advertising environment in Finland?
Mika Kuismanen, CEO of the Gambling Industry Association Finland, briefly outlined the opening of the gaming market.
”The current system is not working. Finland is currently the Wild West of gaming,” Kuismanen said, adding: “Regulation and supervision are ineffective. There is no law prohibiting Finns from playing foreign operators’ games.”
According to Kuismanen, there are many who think that gaming should be stopped altogether. However, he does not believe in the prohibitionist mentality.
"Whatever you think of our industry, a well-regulated market is the optimal way for operators and society to organise it," Kuismanen noted.
The new Gambling Act was adopted in December 2025, and the advertising of new, licensed gaming companies is possible from 1 July 2027.
There are numerous details in the Gambling Act that will limit marketing.
“We don't know in advance what will work and what won't. There must be a readiness to amend the legislation accordingly,” Kuismanen said.
The members of the Gambling Industry Association Finland are large operators with licences in almost all European countries where the gaming market is regulated. The aim of the Gambling Industry Association Finland is to ensure that the sharer of players that play in the licensed market is as large as possible.
"Everyone benefits when the operating opportunities for the grey market are minimised," Kuismanen emphasised. "From the point of view of the reform, it is absolutely essential that tax revenues can be channelled to Finland."
Sanoma's Goal is to ensure a high-quality media environment
In the webinar, Tuomas Airisto, Commercial Director of Sanoma B2B, and Teemu Savolainen, Client Group Director, discussed the role of media companies in the reform.
"Marketing is a key tool for gaming companies to be able to do profitable business in Finland," Airisto said.
The media and gaming companies each have a role in ensuring that the volume of advertising after the reform is seen as reasonable.
According to Airisto, Finnish media are building an atmosphere of trust. Content is made for interested audiences, which also enables good media environments for advertisers. Inventory management ensures that consumers consider the volume of advertising as reasonable.
"Responsibility is a competitive advantage for Finnish media companies. The editors-in-chief are also responsible for the content of advertising,” Airisto stressed.
The common goal of media houses, media agencies and creative agencies is for the market as a whole to function well. Responsibility has been of the key perspectives when Sanoma has started to plan its measures related to the opening of the gaming market.
“We offer media space to all operators who are legally permitted to advertise in Finland, provided the advertising complies with good practice,” Airisto said. “We are involved in providing media space for gaming companies. Gaming advertising in Sanoma's channels is advertising by operators within the scope of regulation,” he emphasised.
The boost offered by gaming operators to media advertising provides media houses with investment capacity for the development of digital services and the production of even better journalism and entertainment.
Airisto says that the amount of gaming advertising in Sanoma's channels will be limited. The goal is to ensure balance.
According to Airisto, if demand exceeds supply in media with limited inventory, there may be pressure to raise prices. The markets will determine this in due course.
According to Teemu Savolainen, gaming operators will have their own terms and conditions and price lists. The aim is to ensure a high-quality media environment for consumers and guarantee sufficient inventory for advertisers.
Advertising inventory restrictions will not be static, but during certain peak months advertising by gaming companies will be more limited.
"We will not have any media environment where there is only gaming advertising," Savolainen said.
Sports content to be strengthened
Johanna Lahti, Ilta-Sanomat’s editor-in-chief and Jussi Suvanto, head of Sanoma’s radio operations, discussed content offerings and the media environment.
Ilta-Sanomat has prepared for the opening of the gaming markets by strengthening its sports content.
IS.fi reaches almost 3 million Finns every week, and it has a very strong foothold in the sports market. The spectrum of sports followers ranges from hardcore fans to those who take interest in sports when Finland is winning.
Sport is an excellent way to reach target groups interested in gaming and betting. People interested in sports are often also interested in cars, electronics and food, for example.
In addition to bringing rampant online gaming under regulation, the law amendment will generate revenue for sports clubs, athletes and leagues through partnerships and sponsorships.
”A boost for sport is an important and interesting perspective here,” Johanna Lahti said.
New content initiatives have already been seen in the domestic market.
”Content volumes will grow. Content is produced according to what the audiences are interested in,”Jussi Suvanto said.
Sports content is packaged in new ways, and new content is produced around series and leagues. For example, IS launched sports news on the radio at the beginning of the year, IS-Kiekkokierros hockey news is broadcast on Sanoma’s channels, and many other new offerings related to sports rights are emerging.
According to Suvanto, sports provide an effective environment for advertising. As sport involves strong emotions, advertising leaves a lasting impression.
"Sports content is not made at the expense of normal content," Suvanto assured. Familiar favourite programmes and content will continue to be produced, and the personalisation of services will ensure that consumers find content that interests them.
The opening of Sweden’s gaming market showed that the consumer experience should be prioritised. In the webinar discussions, it was stated that game advertising will not take over Sanoma's media channels.
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Questions & Answers:
Are we expecting further changes to the legislation?
It is quite likely that there will be further changes.
Do we know which companies are applying for a licence?
The application period for licences has started, and about 30 applications have been submitted.
What are Sanoma’s ethical principles for gambling advertising?
We offer media space to all operators who are legally permitted to advertise in Finland, provided the advertising complies with good practice. Gambling advertising in Sanoma's channels is advertising by operators within the scope of regulation.
How much of its inventory will Sanoma reserve for game advertising?
There is no decision on this yet, but the inventory reserved for game advertising will be significantly limited.
What is the general opinion in Finland on gambling and betting (ethical issues), especially on marketing? Has this been investigated?
According to Sanoma's Finnish Player survey, Finns are generally critical but accepting of gambling, and they value transparency, safety and fair play. Learn more about the study.
What new positive development might emerge?
The legislation on gambling aims to minimise operating opportunities for the grey market. The boost offered by gambling operators to media advertising provides media houses with investment capacity for the development of digital services and the production of even better journalism and entertainment. The operating conditions of sports clubs will also improve with possible new partnerships.
Read more:
Questions and answers on the reform of the gambling system - Ministry of the Interior
