Finland iGaming advertising: prepare for the 2027 market opening
Finland ends its online gambling monopoly on 1 July 2027, opening betting, online casino, slots and e-bingo to licensed operators. We build your Finnish inventory, audience data and creative compliance during the pre-launch window, so your first campaign runs on day one instead of month three.
What the Finnish reform changes
- Market opens
- 1 July 2027
- Licensing authority
- National Police Board, then the Finnish Supervisory Agency
- Minimum age
- 18+
- Licence types
- B2C gambling licence and B2B game software licence
- Application fee
- EUR 29,000 per application
- In scope
- Fixed-odds and pari-mutuel betting, online casino, online slots, e-bingo
- Still monopoly
- Lotteries, scratch cards, land-based casino and slot machines (Veikkaus)
- Campaign languages
- Finnish and Swedish creative, both served from one plan
The road to 1 July 2027
- 1 March 2026
Licence window opened
The National Police Board started accepting gambling licence and exclusive licence applications. The application fee is EUR 29,000 per application and processing targets six to eight months.
- Now
Pre-launch build phase
Around 50 B2C applications are already on file, most from international operators. This is the window to lock in premium inventory, audience data and creative compliance ahead of competitors.
- 1 July 2027
Market opens
Licensed operators may offer and market betting, online casino, online slots and e-bingo to Finnish players. Veikkaus keeps exclusivity on lotteries, scratch cards and land-based casino and slot machines.
- 1 July 2027
Supervision hands over
The National Police Board supervises licensing through 30 June 2027, after which the Finnish Supervisory Agency becomes the competent authority for gambling.
- 1 January 2028
Software licence requirement
From 2028 licensed operators may only use game software from suppliers holding a Finnish software licence, pulling the whole supply chain into scope.
What we do with you before launch
No gambling advertising runs to Finnish consumers before the market opens. Everything below is preparation work that makes launch week a media buy instead of a build project.
Reserve premium Finnish inventory
We map the Finnish publishers, sports properties and outdoor networks that will accept licensed gambling advertising, and hold placements so your launch is not competing for scraps.
Build the audience before you can buy it
Deterministic, cookieless audience and identity work starts now: logged-in publisher data, sports and finance affinities, self-exclusion suppression ready on day one.
Get creative through compliance early
Finnish and Swedish creative sets in every display, video and outdoor format, with age gating, responsible-gambling messaging and licence marks pre-cleared with publishers.
Pressure-test measurement
Tracking, brand-safety inspection and reporting wired and validated against test traffic, so the first week of a live market produces clean numbers instead of surprises.
Stage the launch plan
A costed media plan with week-one, month-one and quarter-one phases, ready to activate the moment your licence is granted and the market opens.
Finland 2027 launch questions
- Can we advertise gambling in Finland before July 2027?
- No. Private operators may only market gambling services to Finnish players once the Gambling Act is fully in force on 1 July 2027 and a licence has been granted. Before that we do preparation work only: inventory reservations, audience and data build-out, creative compliance and plan staging — no live gambling advertising to Finnish consumers.
- Why start a year before the market opens?
- Premium Finnish inventory, sports sponsorship-adjacent placements and publisher data partnerships are finite, and around 50 operators have already applied for licences. Newly regulated markets reward the brands that had inventory, creative and measurement locked before launch day.
- Do we need a Finnish licence to work with Adyllic?
- You need a licence to run live campaigns. You do not need one to plan with us. We work with operators whose application is filed or in preparation, and we only activate Finnish campaigns once your licence is granted.
- Which channels will be available at launch?
- Programmatic display and video across Finnish premium publishers, connected environments, and digital out-of-home in Helsinki, Espoo, Tampere and Turku, subject to the final Finnish advertising rules and each media owner's own gambling policy.
- What will Finnish advertising rules restrict?
- Expect the Nordic pattern: 18+ audiences only, no targeting of minors or self-excluded players, responsible-gambling and licence information in creative, restraint on bonus-led messaging, and media-owner rules that are often stricter than the law. We plan to the stricter of the two.
- What happens to Veikkaus?
- Veikkaus keeps exclusive rights to lotteries, scratch cards and land-based slot machines and casinos, and is being split so its competitive online business operates under the same licensing and tax rules as any other applicant.
This page summarises public information for planning purposes and is not legal advice. Confirm licence and advertising requirements with your counsel and the authority before any activity in Finland.
Get on the Finland launch list
Tell us your licence status, target segments and budget range. We come back with a staged Finnish media plan — inventory, audience data and creative compliance — ready to activate on 1 July 2027.
- Licensed operators and affiliates only — every plan is compliance-checked before it goes live.
- Compliance-checked plan across Display, Video and DOOH within one business day.
- Deterministic, cookieless audiences with self-exclusion suppression built in.
- No lock-in: one-time campaign or a yearly plan, your call.
Reply within one business day