Veikkaus has set out its response to Finland's newly approved Gambling Act, as the country prepares to transition from a monopoly model to a partially competitive, licence-based gambling market in 2027.
Parliament approved the Government's reform proposal this week, confirming that Veikkaus' exclusive rights to sports betting, online slot machines and online casino games will end in summer 2027.
The operator will retain exclusivity over lottery products, scratch cards and land-based slot machines and casino games.
Veikkaus Deputy CEO, Velipekka Nummikoski, said the legislation reflects the reality of Finland's gambling landscape and presents an opportunity to improve channelling into regulated offerings.
Nummikoski commented: "Veikkaus has not, for a long time, had a genuine monopoly on gambling in Finland."
Nummikoski added that estimates suggest between €600m ($702m) and €900m is wagered annually outside the regulated system, underlining the importance of creating a licence-based framework that is attractive enough to draw both operators and players into the legal market.
Under the new law, gambling companies will be able to apply for licences from 1 March 2026, with licensed operations permitted to begin on 1 July 2027.
Veikkaus will be required to apply for licences both for its remaining exclusive products and for any activity within the competitive market.
Regulatory oversight will transfer from the National Police Board to a new Licensing and Supervisory Authority. Licence holders will be required to demonstrate measures to minimise gambling-related harm and comply with marketing restrictions.
Limited marketing will be permitted across certain channels, including operators' own websites and social media platforms.
Nummikoski also warned that effective enforcement against unlicensed operators will be critical to the reform's success, noting that failure to address offshore activity could undermine harm reduction and channelling objectives.
Veikkaus said it has been preparing for the transition for several years and will continue to adapt its operations ahead of the market opening.
As previously reported by Global Gaming Insider, Parliament earlier rejected proposed amendments that would have significantly tightened advertising rules, raised gambling taxes and introduced blanket bonus bans.
The bill advanced through parliamentary committees largely unchanged, confirming Finland's move towards a dual B2C and B2B licensing model from 2027.
The new licensing framework is scheduled to take effect shortly before Finland's next parliamentary election, due in April 2027
