As many as 50 operators have applied for B2C licences in Finland, signalling intense competition ahead of the July 2027 market opening.
Finland’s National Police Board said interest in the new licensing regime has exceeded expectations. The authority has warned applicants that each review may take around six months, even though there is no fixed filing deadline. Operators now have just over a year to prepare for the end of Veikkaus’ monopoly on July 1, 2027, when Finland’s gambling market opens to commercial competitors.
Veikkaus leads, but offshore already commands 40% of demand
According to Blask, Veikkaus still leads Finland’s branded search landscape. In May 2026, local operators accounted for about 60% of total search demand, while international platforms already accounted for roughly 40%.
In terms of CEB, the gap between the segments has almost disappeared. In May, local brands generated $30.64M in monthly CEB, while international brands generated $29.71M. Finland’s future licensed market is already forming around Veikkaus and established international brands.
Regulatory outlook: Swedish scenario for the Finnish market
While competitors wait for their applications to be approved, Veikkaus is using the transition period to strengthen its position. The trajectory closely mirrors Sweden’s post-liberalisation pattern: initial excitement followed by market consolidation.