The new licensing approach has altered expectations about media spending in Finland. According to Anna-Riikka Hovi-Taunila, CEO of Omnicom Media Group Finland, gambling advertising is estimated to generate up to €100 million for domestic media in the first year after launch.
Media Revenue Is the First Big Question
The forecast has been discussed during various industry events. Among them are the Sanoma Media B2B seminar held in April and the March seminar by Marketing Finland and SPOT Association.
Finland is transitioning from its Veikkaus-dominated market structure. With the new policy, private operators can apply for licences covering betting games, online casino and slot games, and online money bingo. Applications opened on 1 March 2026, with licensed services expected to start on 1 July 2027.
Brand Ads, Not Product Pushes
Licensed operators will be permitted to market their brands, although the direct advertising of gambling products or games will be limited. That could drive marketers to focus on branding, sponsorship activities, and presence. Aggressive promotional methods that are widely practiced in other gambling jurisdictions will not find much space in Finland.
Direct marketing will only target those users who have voluntarily opted in. Telemarketing is completely forbidden, and influencer marketing is banned as well. Paid podcast collaborations are currently treated as off-limits.
Bonus Terms Lose Their Selling Power
New requirements also mean that bonuses will play a smaller role as a headline marketing tool in Finland. Big deposit match offers and VIP rewards tied to play volume will not be part of what the market requires of online casino sites.
Licensed operators may still use limited bonus play money, but only under narrow conditions. The maximum wagering requirement allowed is set to be 5x, and the same rules must apply to all players.
Sports and Broadcasts Stay Sensitive
Sponsorship is going to be allowed but only under certain conditions. Branding will be possible, but promoting individual games will be restricted. Restrictions related to junior sports activities as well as materials targeted at minors are particularly strict.
All advertisements for gambling services are to feature K-18 age restriction marking and messages about responsible gambling. It’s also prohibited to use gambling as a tool for overcoming personal and financial difficulties and suggest that heavy gambling is positive.
According to Sanoma’s sales director Karri Ahonen, the broadcasting company sees its function as controlling suitable advertising environments rather than simply maximizing revenue. The company also said that it would stay away from becoming a casino operator.
Key Takeaways
The gambling advertising sector in Finland could become commercially important, but it is going to be one built on control rather than volume. Operators, therefore, should not treat the reform purely as a media-buying race. The licensed market will need public trust before it can become a stable commercial channel.
