Finland’s new igaming era: how operators should prepare for July 2027

A year may seem like enough time but operators looking to enter one of Europe’s most attractive regulated markets should already be actioning critical technology, compliance and operational decisions.

Launching successfully on day one will demand on deep market understanding, proven regulatory expertise, scalable technology and the ability to engage players in a responsible and sustainable way from the outset. This is where experience matters.

At EveryMatrix, we’ve spent years operating within Finland through our partnership with Veikkaus, the country’s state-owned gaming operator and the only licensed gambling brand there. This has given us unique insights into the expectations of Finnish players, the regulatory landscape and the operational realities of delivering premium digital gaming experiences.

As the Nordic country transitions towards a competitive licensing model, we believe operators should focus on four key priorities.

1. Get acquainted with the market now and be ready from day one

Finland should not be treated as a simple ‘copy-paste’ market based on its Nordic neighbours. New licensees will need to have a high performing, flexible and resilient platform in place, robust KYC processes and efficient payments mechanisms, localised responsible gambling (RG) tools, all the reporting, data and CRM functionality and engagement tools to maximise customer experience, rewards and loyalty.

With years of experience in this market, we’ve seen this first hand. It cannot be technology for technology’s sake. Your strategy must be framed around trust, responsible growth and local relevance otherwise an early exit will be on the cards.

New operators must also understand the role Finland’s national lottery plays in shaping player expectations around trust, responsibility, local relevance and the wider social role of gaming.

From its 2025 report, Veikkaus recorded 2.7 million registered customers and generated 61% gross gaming revenue (GGR) from digital channels. In other words, new operators are not entering an immature digital market; they’re entering an environment where players already know what a trusted, local, digital gaming experience looks like.

Equally, when it comes to ‘giving back’, the Finnish lottery is positioned not just as entertainment but also as an entity connected and committed to responsibility, society and local value – an area new brands with a long-term strategy of sustainable growth will need to consider and potentially put in place. Veikkaus reported €466m in proceeds to society in 2025, while it made more than 6,000 care calls, 1,400 to 18-24-year-olds and close to 50,000 active self-exclusions.

Responsible gaming will most certainly not be a tick-box topic in Finland. It will be part of how operators earn trust.

2. Build with compliance from the beginning

Every newly regulated market creates opportunities, but it also creates complexity.

Operators entering Finland cannot afford to view compliance as a final checkpoint before launch. Instead, regulatory readiness must underpin every technology decision, from platform architecture and player verification through to responsible gambling tools, reporting capabilities and content delivery.

The Nordics have consistently set some of the world’s highest standards for consumer protection and Finland is unlikely to be any different.

Fortunately, brands don’t need to navigate these requirements alone. EveryMatrix has spent more than a decade delivering technology to some of the region’s most respected lottery and gaming organisations including Norsk Tipping in Norway, Veikkaus in Finland, ATG in Sweden and, later this year, we will be powering Danske Spil’s (Denmark) casino and bingo verticals alongside integrating our EngageSuite gamification tools to drive new revenues and offer significantly improved experiences for its players.

On top of that, we’re launching our platform technology – delivered across retail, mobile and online – with Danish market leader CashPoint, rebranding to MerkurBets, and we’re on track to become Denmark’s largest technology supplier by market share.

These partnerships have helped shape technology that has already proven itself under some of Europe’s most demanding regulatory environments.

3. Understand Finnish player expectations

Technology and a localised approach with local knowledge go hand in hand.

Through our collaboration with Veikkaus, we’ve supplied one of the industry’s largest casino content portfolios, integrating more than 65 game providers while also delivering bespoke content designed specifically for Finnish audiences.

This was about understanding which products resonate with Finnish players, how content should be presented and how to balance entertainment with responsible gambling principles.

The lessons learned throughout that partnership will become invaluable for operators entering the market in 2027.

Launching with a catalogue of thousands of games is no longer enough. Operators must deliver experiences that feel relevant, personalised and tailored to local preferences from day one.

4. Engagement will become the competitive advantage

As more operators enter Finland, differentiation will become increasingly difficult.

Content libraries will inevitably overlap. Odds will become competitive and difficult to differentiate. Marketing restrictions are also likely to tighten over time, following trends seen elsewhere in the Nordics. This means operators will increasingly compete on experience rather than promotions alone.

Modern engagement tools, gamification, personalisation and AI-driven customer insights will all play a central role in improving retention while supporting responsible gambling objectives. This is already happening across the Nordics.

In markets where promotional activity is tightly restricted, operators have shifted their focus towards creating entertaining, long-term player experiences instead of relying on bonus campaigns.

Technology that intelligently rewards engagement, personalises content and helps identify players who may require support represents the future of sustainable customer acquisition and retention. Operators that invest in these capabilities now will be significantly better positioned once competition begins.

Why EveryMatrix is uniquely positioned

Few technology providers can genuinely say they understand the Finnish market before regulation arrives. We can.

Our longstanding partnership with Veikkaus and other state lotteries has given us a good understanding of regulated markets where trust, responsibility, local contribution and long-term player relationships really matter.

Today, we provide technology across Norway, Sweden, Denmark and Finland, supporting state lotteries, leading private operators and omnichannel businesses.

This breadth of experience gives us a unique perspective on how markets evolve following regulation, how player behaviour changes and which technology – and technology decisions – create long-term success.

It also means new operators entering Finland are not working with a supplier learning alongside them. They’re partnering with a team that has already spent years delivering products, integrating content, meeting regulatory requirements and serving Finnish players.

We offer a comprehensive digital ecosystem spanning sportsbook, casino, payments, player account management, affiliate management, gamification, safer gambling solutions and, through our lottery division, industry-leading technology for digital lotteries, lottery, eInstants and pool betting.

Our turnkey, omnichannel or modular delivery options enable operators and lotteries to build future-ready businesses with a trusted single technology partner while retaining the flexibility to scale as the market develops – something legacy providers and legacy platforms simply cannot achieve.

Preparing today for tomorrow’s market

The opportunities are substantial, however so too will be the competition.

Operators that wait until licensing applications are complete before selecting trusted technology partners will find themselves racing against time, while those preparing today will enter the market with tested platforms, local expertise and a clear understanding of Finnish player expectations.

We have been preparing for Finland’s new era long before the market officially opens. Our experience with Veikkaus, our proven track record across every Nordic regulated market and our commitment to digital-first innovation place us in a unique position to support both established lotteries and new private operators as Finland enters its next chapter.

For those planning to compete in 2027, preparation starts now.

Nikolina Gabelica is managing director of lottery at EveryMatrix. The lottery division develops digital-first technology, features and functionality for the global lottery industry.

Gabelica has considerable experience in the sector having spent more than 20 years in a variety of senior roles at the Croatian Lottery, Hrvatska Lutrija, including as head of igaming; deputy director, lottery games online and betting; and director of business development and marketing. She was also the executive chair of Working Group for Marketing and Communications for the European Lotteries.