The Europe’s Fastest-Growing Gaming Markets 2026, With a new licensing framework set to replace the state-run monopoly in 2027, analysts expect online wagering in Finland to grow by around 10% per year in the second half of this decade.
The key driver? Competition. Once international sportsbooks are allowed to operate under license, bettors in Finland can expect better odds, bigger bonuses, and more variety — from advanced in-play tools to mobile-first platforms and esports markets.
Recent figures highlight the scale of the shift. Veikkaus, the state-owned operator, has already seen its market share collapse — falling from roughly 33% in 2022 to around 10% in 2024 — as players move to EU-licensed alternatives.
According to a new report from Vedonlyöntisivut, the transition to an open licensing system in 2027 could accelerate these trends further. In fact, the study suggests that Veikkaus may even claw back some share if it adapts well to competition, potentially rising from 9% today to 15% by 2030.
Experience from Neighbors
The Nordic experience offers a clear preview of what might happen once Finland opens its market. When Sweden introduced its licensing system in 2019, international sportsbooks quickly expanded their presence. Bettors suddenly had access to sharper odds, broader markets, and aggressive sign-up offers. Channelization — the share of play on licensed sites — initially climbed above 90%.
But over time, tighter restrictions on bonuses and advertising slowed momentum, and Sweden’s latest figures show channelization closer to 85%, with online casino particularly vulnerable to offshore competition.
Denmark, which launched its licensing model back in 2012, has managed steadier results. Channelization remains high, and the market has grown consistently year after year, helped by a balanced approach that allows competition while enforcing clear consumer protections.
For Finnish punters, these case studies hint at what’s to come: a rush of new brands and offers in the early years, followed by stricter controls as regulators adjust. The result is likely to be more choice and better value than the monopoly era — but also rules designed to keep play on the safe side.
What It Means for Punters
For punters, the message is clear: expect new international sportsbooks entering Finland from 2027, sharper odds and lines, and bonuses that may come with stricter terms than today’s offshore offers. The next few years look set to be some of the most dynamic in European sports wagering — and for Finnish players, more competition usually means more value.