Finland's New Regulated Market: A Tilted Playing Field?
As Finland prepares to end its state-run monopoly and launch a new licensing system, the conversation is shifting to the practical realities of the market opening in July 2027. The new Finland gambling regulation framework allows operators to apply for licenses, but not all will start from the same position. This creates significant questions about market fairness from day one.
The core issue, highlighted at a recent SBC Summit panel, is the vast disparity in existing customer data. While some operators will enter with established user bases, others will be starting completely from scratch. This imbalance could define the market's competitive landscape for years to come.
The Customer Data Divide
The state-owned incumbent, Veikkaus, holds the most significant advantage. It currently has over 2.7 million customers and is expected to carry over at least 2 million of them into the new market. Other MGA-licensed operators also possess substantial databases of Finnish players, with some holding over a million users and several others boasting six-figure customer lists.
On the other end of the spectrum are new entrants like Hippos ATG, a joint venture between Sweden's ATG and the Finnish trotting association Suomen Hippos. They, along with a handful of others, will begin with zero customers. Antti Koivula, Chief Compliance Officer at Hippos ATG, acknowledged this challenge.
"There was some discussion of whether the playing field is genuinely level," Koivula stated. "But there’s no point crying about it: it has been decided and everyone will have to live with it."
This pre-existing market structure presents a unique challenge for new brands seeking to gain a foothold. The table below illustrates the stark differences in starting positions for operators entering Finland's new market.
| Operator Type | Approximate Starting Customer Base | Example |
|---|---|---|
| State-Owned Incumbent | Over 2,000,000 | Veikkaus |
| Established MGA Operators | 100,000 to over 1,000,000 | Various international brands |
| New Market Entrants | 0 | Hippos ATG |
Regulatory Readiness and Market Appeal
Beyond the competitive landscape, Koivula expressed concerns about the readiness of the new supervisory authority. The regulator is still in the process of recruiting a director, leaving a short six-month window to become fully operational before the July 2027 launch. He noted that the Finnish authority will have less than half the staff of its Danish counterpart, a country of similar size, raising questions about its ability to provide guidance and supervise the black market effectively from the start.
Despite these hurdles, the Finnish market remains highly attractive. Koivula pointed out that the "per capita GGR is high and there’s a lot of potential." This is partly due to a culture where gambling has been normalized and highly visible under the Veikkaus monopoly, with slot machines historically present in everyday locations like grocery stores.
Pennsylvania Focuses on Player Protection
While Finland structures its new market, Pennsylvania is demonstrating a growing commitment to player protection. The latest data from the Pennsylvania Gaming Control Board (PGCB) reveals a significant and accelerating trend in the use of responsible gambling tools.
Self-Exclusion Registrations Continue to Climb
In the 2025-26 fiscal year, 10,384 individuals joined the state's voluntary Pennsylvania self-exclusion program. This marks an 18% increase from the 8,867 signups in the previous year and continues an upward trend seen since online gambling was introduced in 2019. The total number of people on the self-exclusion list now exceeds 30,000, indicating a rising awareness and use of this critical responsible gambling feature.
New Legislation on the Horizon
Pennsylvania lawmakers are also proactively addressing potential gambling harms through new legislation. Two key bills are currently under consideration:
- House Bill 2631: Introduced by Rep. Jason Ortitay, this bill would mandate that licensed online gaming operators use geospatial technology. The goal is to create digital boundaries around schools, preventing access to gambling platforms within those designated areas.
- House Bill 2711: This bipartisan bill aims to establish a state framework for prediction markets. It includes strong player protection measures, such as prohibiting anyone under 21 from participating and requiring providers to honor self-exclusion lists. The bill also sets clear boundaries on permissible markets, banning those related to minors, health status, or death.
These developments in Finland and Pennsylvania highlight the dynamic nature of online gambling laws. As one jurisdiction opens up to competition, another tightens its focus on ensuring a safe environment for players, reflecting the industry's evolving priorities.
