In this interview with Casino Guru News Finnplay Managing Director Jaakko Soininen discusses the new opportunities presented by the expected re-regulation of the Finnish gambling market, and the influx of commercial licenses. He hails the government’s decision as the right one, but cautions that there are still significant challenges to address. Not least, the limitation on affiliate marketing means that a powerful tool for driving traffic towards licensed operators has been eliminated. How well companies adapt remains to be seen. Read the full interview with Soininen below.

Q: Jaakko, Finnplay already has some exciting news to report – you have signed letters of intent with future regulated companies in the Finnish gambling market to provide them with the platform solutions necessary to set them on their way. Has there already been strong interest from interested parties?

Absolutely! We’ve seen incredibly strong interest so far. I’m proud to say that we’ve already secured Letters of Intent (LOIs) with several future operators. It’s a great sign of the trust and confidence they have in Finnplay’s platform and expertise.

On top of that, we’re actively talking to other potential partners, and the momentum keeps growing. With big industry events like ICE 2025 coming up, we’re expecting even more interest as operators start gearing up for Finland’s regulatory changes.

With the market only 18 to 24 months away from opening, now is the time for operators to start planning the key members of their team as well as their key suppliers. Early preparation will be essential to successfully enter this exciting new market.

Q: How big do you think the liberalization of the Finnish gambling market will be for the industry as a whole – what do you think will be the biggest gains for players?

It’s a huge milestone – both for the industry and for players. Finland is one of the last major European markets to regulate online gambling, and honestly, it’s probably the biggest new growth opportunity in Europe for the coming years.

For players, competition will mean more variety and innovation. They’ll have access to a wider range of games, better user experiences, and, most importantly, safer environments. Another major plus is the reassurance that their funds and winnings will be secure, with proper taxes being paid.

Clear regulations will also help reduce the influence of the black market. Players will feel more confident and have peace of mind knowing they’re playing with licensed, trusted operators.

Q: What are the core features that Finnplay will bring to the market, and why should companies venturing into the market rely on your experience and expertise?

At Finnplay, we combine innovation with deep experience to deliver solutions that truly work. Our Titan platform is designed to be fully compliant in regulated markets, with a flexible architecture that ensures scalability and seamless integration with games, payment providers, and all the other services operators need.

Being a Finnish company gives us a unique edge. We understand the local market and the regulatory environment better than anyone. We’ve proven our capabilities in some really challenging markets – like the Netherlands, with its constantly evolving technical requirements; Hungary, where frequent technical audits keep operators on their toes; and Lithuania, which has strict rules and is introducing entirely new legislation that will require significant platform updates just this year.

On top of that, we’re ISO 27001 certified, which shows our commitment to maintaining the highest compliance standards. Operators can trust us to deliver reliable, tailored solutions that meet the demands of regulated markets – not just in Finland, but across Europe.

Q: The black market has been one of the core instigators of the change and shift towards a licensee-based market in Finland. Do you think the new law will help tamp down the influence of such unlicensed operations?

I think it will, yes. The new regulations will steer players towards licensed operators by creating a safer, more transparent environment. Players naturally gravitate toward platforms they trust – where their funds and personal data are secure, and the games are fair.

With regulation, it will also become easier for licensed casinos to reach Finnish customers since they will finally be allowed to advertise directly within Finland. That’s a big step forward.

That said, challenges remain. The ban on affiliate marketing, for instance, removes a key tool for driving traffic to licensed platforms. However, this is where Finnplay’s expertise and compliance tools will make a real difference. We’ll help operators navigate these complexities and succeed in this new landscape.

Q: What would you recommend for future licensees to look out for when seeking to enter the regulated Finnish market?

Preparation is everything! First, it’s critical to ensure your platform is fully compliant with Finnish regulations, which are set to be among the strictest in Europe. Partnering with local experts like Finnplay can make all the difference in understanding the nuances of the market and avoiding common pitfalls.

Finland is introducing B2B licensing a year after B2C licensing, with clear rules that B2B providers can only offer services to Finland via license holders. There is inherent risk in provider selection here, particularly if the provider is operating on both sides of the market—which Finnplay is not. With regulators paying increasing attention to B2B providers, I strongly recommend that operators conduct thorough due diligence to ensure their chosen provider fully aligns with Finnish regulatory requirements.

Responsible gambling tools should also be a priority. They’re essential for building trust with players and ensuring long-term success. And, of course, be ready to adapt to marketing restrictions like the ban on affiliate marketing. Operators will need to focus on creative and compliant ways to connect with players.

Lastly, I’d really encourage future licensees to join our SBC webinar, "The Road to Finland begins! What operators need to know about entering the Finnish market," on February 11th. It’s a great opportunity to hear from industry experts like Jari V?h?nen, Mika Kuismanen, Pekka Ilmivalta, and myself. We’ll cover the regulatory landscape, key requirements, and what it takes to succeed in Finland’s upcoming regulated market. Don’t miss it!

Image credit: Casino Guru News