The Finnish Institute for Health and Welfare (THL) has introduced new gambling risk limits ahead of the country’s regulated market launch in July 2027, including a 2-4-2 rule which helps to limit player spending, gaming frequency and the amount of game type a player bets on.
The 2-4-2 rule features recommendations such as not spending more than 2% of one’s net income on gambling, playing no more than four days a week and avoiding regular play on more than two gaming types.
THL will also provide a self-assessment test for Finland iGaming players to help manage their gambling spend and activity. According to the Institute, Finland’s problem gambling rate has increased from 3% to 4.2%, while 13% of gamblers have currently been classified as “at-risk.”
The new gambling risk limits and self-assessment test were introduced to help counteract the amount of increased advertisements and consumer acquisition efforts set to be made from Finland’s regulated gambling launch next year.
Finland will transition from its previous gambling monopoly to a licensed iGaming market in July 2027, expected to introduce between 30-50 international operators and generate €2.4bn ($2.9bn) in tax revenue.
THL Research Chief Sari Castrén commented on the new 2-4-2 rule, having said, "Gambling involves risks and ultimately the house always wins. 2-4-2 is everyone's credit line for managing their own gambling."
The framework for THL’s 2-4-2 rule was said to be adapted from Canada’s Lower-Risk Gambling Guidelines and “adjusted for the Finnish context following two years of academic research.”
Ahead of its regulated gambling market launching in 2027, Finland authourised a new regulatory body to oversee all gaming operations in the country as well as maintain “far broader powers” than its predecessor, the National Police Board.
The recently introduced body will operate under the Lupa- ja valvontavirasto (Permit and Supervision Agency) and has been tasked with a “clear mandate” of ensuring a safe gambling market and “ruthlessly eliminating” illegal operators.
Hippos ATG appointed Pekka Kaidesoja as Head of Content on February 3 as the company continues to build its leadership team for a planned entry into the Finnish regulated gambling market in 2027
