Finland is preparing for the eventual end of Veikkaus’ online gambling monopoly. The licence application process for private operators opened on March 1, 2026, while licensed services can begin on July 1, 2027. This development has raised the question about how Finland will handle unlicensed operators during and after the transition.
A poll commissioned by Turtlebet and conducted by Bilendi reveals some preliminary answers. Among 1,000 Finnish respondents aged between 18 and 65, 32% stated that the most effective action against illegal operators was blocking payments to unlicensed gambling websites.
As such, payment blocking was the most popular response in the survey.
Payment Rules Beat Technical Blocking
The survey results indicated less public support for technical blocking measures. Only 11% chose IP blocking as the most effective means of regulation.
Another 26% said improving the appeal of licensed domestic gambling products would be the best response. This issue is crucial in terms of discussions about reform. Blocking tools can hinder offshore operators, but in a licensed market, there is always the need to pull players into legal channels.
Moreover, nearly a third of participants were not sure what kind of regulatory action will prove effective. That suggests limited public confidence in any single way to regulate the market.
Public blacklists were also viewed skeptically. Fewer respondents believed that a blacklist of illegal gambling websites could prevent players from playing online than thought the opposite was true. Young adults had a slightly more positive attitude towards blacklists, but overall, there was no clear support for this measure.
Reform Awareness Is Uneven
The poll also revealed uneven awareness regarding Finland’s gambling law amendments. About two-thirds of respondents said they knew about the upcoming reform.
Significantly, men were more informed about gambling law reforms than women. In particular, the knowledge level stood at 80% among men versus 54% among women. Older respondents were also more aware of the changes in Finland’s legislation.
Finland’s gambling reform is going to affect players’ perception of legal and illegal providers. Without a proper understanding of new licensing practices, non-licensed sites could be considered acceptable despite the regulated market launch.
Bonuses Are Not the Whole Explanation
The survey challenged a popular argument in the industry, according to which foreign operators attract local players primarily because of promotions. Only 30% of the surveyed agreed that better bonuses and promos were a factor behind the use of offshore sites. More people denied that idea, whereas others seemed unsure about the matter.
Men and higher-income respondents tended to agree that bonuses mattered. Women, in turn, were less convinced by this idea. This finding suggests that regulators may need to reconsider their stance on promotions as reasons for players leaving the domestic system.
Takeaways for the Market
Payment blocking may have public support, but enforcement alone will not secure a strong channelling rate. The licensed market will also need clear rules, visible consumer protection, and products that Finnish players understand. The survey points to a public preference for targeted financial controls, but the reform’s success will depend on whether legal operators can win trust once the monopoly ends.
