Gambling regulation
Gambling in the country:
State monopoly
Local License:
Veikkaus
Top payment systems
Top payment methods (January 2025):
iGaming news in the country
Финляндия может стать одним из последних крупных новых регулируемых рынков азартных игр в Европе. Ожидается запуск рынка в июле следующего года.
GiG подтвердила, что находится в хорошей позиции для агрессивного захвата доли рынка после возвращения к прибыльности.
Affiliates receiving traffic
CPA rate of different affiliate programmes
200 - 700 $/€
More about gambling regulation
As of the beginning of 2025, the Finnish market is strictly regulated by the state monopoly Veikkaus. The regulation affects all types of gambling entertainment, including online gambling.
Formally, the country has a ban on international operators, however, in fact, no one prohibits Finns from playing on projects that do not fall under the control of Veikkaus. It is also worth noting that domains are not blocked.
It is worth noting that there is an active discussion in Finland about ending the Veikkaus monopoly and «opening the doors» to international operators. The timing of this process varies: some say the end of 2025, and some say 2027.
About blocking and liability
Medium
Legislation:
Ambiguous / requires verification
The activity of the authorities:
Medium
Risk of harassment of non-residents:
Low
The risk in entering the country:
Low
Risk of extradition to the country:
Low
Precedents (against non-residents):
No data
Comment on the level of risk:
Finland: Current assessment is provisional - a local check is recommended. It is possible to work with caution if there are no explicit prohibitions. Risk of extradition to the country is low, requests are rare.
Gambling in the country
Finland is a very controversial geo in terms of gambling. On the one hand - the gambling culture is very familiar to Finns. On the other hand - Finns are very sophisticated players who will regularly look for loopholes that will help them beat the casino. This is one of the big reasons why many operators refuse to work in the Finnish market.
Finns are notorious bonus-hunters. Many Finns play for profit rather than gambling and monitor various sites like Askgamblers to catch the latest no-deposit offers.
As part of wagering bonuses often choose low-latency slots and make minimum bets until they win back the bonus (often to their advantage).
Before taking a bonus on a site, players often read out the bonus rules in full (has been seen repeatedly from player session recordings).
Operators resort to various methods of combating bonus-hunters. There are casinos that in principle do not give bonuses to Finns. Others prefer to put a huge wager - to meet in the Finnish market wager 80 - quite commonplace.
Finns like to look for loopholes in the rules. It has been repeatedly observed that Finns go to the rules page before registering and read it carefully. In addition, Finns often contact the support team and point out certain points in the rules that help them to make a profit.
Finns are very organized players. Among Finns there are closed communities where players share strategies on how to beat a particular casino.
Finland is an interesting but very challenging market for gambling operators. On the one hand, the gambling culture is widespread, and Finnish players demonstrate a high level of engagement. On the other hand, high cost of attraction, low ARPU and endless attempts of Finns to beat the casino - force many operators to abandon this GEO.
| Lic | AVG | Rank | MS | Brand | Rank/MS | iGaming | Rank/MS | Sportsbook | Brand | iGaming / Sportsbook |
|---|
What information is provided in the table?
Here is the statistics on search queries of the brand Finland separately by different countries and separately by iGaming and Sportsbook clusters (for convenience the columns are visually highlighted: red - for iGaming information, blue - for Sportsbook information). In case a brand consists of a word or phrase in widespread use - Brand frequency is calculated summarising the frequency of queries from iGaming + Sportsbook clusters.
Lic - this column indicates the icon of local licence of the brand in the country. Licence data is updated manually, without automatic aggregation, so there may be discrepancies with reality.
AVG (Average Frequency) - in this table, this is the average frequency of a branded query over the year (yellow graph).
Rank - shows the brand's place (by frequency of brand query or query cluster) in the country compared to other brands found in the country.
MS (Market Share) - market share calculated by brand frequency (or query cluster frequency) compared to other brands across the country.
If a brand frequency is found in a country that was not previously found in that country, this country is marked as "NEW..." (i.e. it is labelled as a recommendation to study the brand+country bundle as a possible new promotion market). (i.e. it is labelled as a recommendation to study the brand+country combination as a possible new promotion market).
Data is updated at least once a month. Collected from Google search engine.
Can this data be trusted?
All frequency data for analysis is collected automatically via API directly from the Google search engine. To form queries, combinations of queries like (brand + word/phrase) are used. It should be taken into account that although the data is taken from the Google search engine, but in some places it may contain contradictory information, both due to anomalies in the analytics on the Google side and human errors in the formation of brand queries. We review the received and generated data on the site and, if anomalies are detected, we make adjustments, which in the subsequent update collects data more accurately.
The data from the website should not be relied upon as an accurate measurement. This data is collected and generated on the platform in order to understand the possible demand for brands in different countries, as well as to understand the gambling market and the distribution of "forces" in it.
How does the data collection process take place?
There are several stages of data collection:
1. brand query. The system takes the name of the brand and collects the frequency of the brand query across the countries of the world available on Google. It is not uncommon for a branded query to be a commonly used word or phrase (e.g. "Raspberry" or "Alpha" or "Las Vegas"), then the frequency of the query will have completely inaccurate data that is not relevant to the company in question. In this case, "brand + casino" or "brand + bet" is added to the branded query, or the sum of frequencies from iGaming + Sportsbook clusters is taken into account instead of the branded frequency. This is done in order to exclude complete zeroing of brand frequency, and to collect instead narrower queries, but allowing to keep the brand statistics in the general picture of brands in the world and in each country separately.
2. iGaming and Sportsbook clusters - are collected from combinations of queries like "brand + casino" (+casino, +cassino, etc.) and "brand + bet" (+betting, +paris sportifs, +apuestas, etc.). That is, for each country the phrase "brand + casino" is formed, as well as phrases with the local use of the word "casino" in the native language. The same for the Sportsbook cluster, queries with "sports betting" are used, both widely used and localised in each country. The overall graph (red and blue) shows the sum of frequencies from all countries for each cluster, as well as their dynamics. The table by country shows local data formed from the sum of frequencies of cluster queries just for the country in question. If a brand already has the words "casino" or "bet" in its name, for example, "Coral casino", "Premier bet" - then when forming phrases for iGaming and Sportsbook clusters the words "casino" and "bet" added through a space are automatically removed and are not used in the formed phrases. This allows to more accurately form the key queries of users used in the search.
3. Clusters Registration, Promocode, Bonus, App - are formed similarly to the previous clusters, from combinations of commonly used queries in each country separately.
What does the "lock" icon mean?
The site provides a large amount of useful information on iGaming - available free of charge for all users. But there are also more complex developments of our team, which we actively use in our work and are not ready to provide full access to them on a free basis. At least the project has monthly expenses (API, refinements, parsing, constant expansion of information, human resources, etc.). Therefore, a decision was made to add paid access to such data. The Brands section is no exception. All basic information for understanding the market and demand for a brand in different countries is provided here for free. But more accurate analytics, as well as the display of "NEW markets" is closed in paid access.
How do I get full access?
To get full access to the closed information of the site - just go to the page "Prices" (top menu "About Us") and select the tariff "Resident". After payment the tariff will be assigned to you and you will get full access to all sections and data marked with the "lock" icon.
Gambling regulation
Gambling in the country:
State monopoly
Local License:
Veikkaus
About the population of the country
Official Language:
Finnish, Swedish
Believers:
56 %
Second Religion:
Basic information about the country
Name of country:
Finland
Code (2-digit):
FI
Continent:
Europe
Capital:
Helsinki
Area of the country:
337,030 square kilometers.
Phone Code:
358
Currency (currency code):
Euro (EUR)
Geographical features of the country
Area (20): Åland Islands, Varsinais-Suomi, East Uusimaa, Kainuu, Kanta-Häme, Kymenlaakso, Lapland, Ostrobothnia, Pirkanmaa, Päijät-Häme, Satakunta, North Karelia, North Ostrobothnia, North Savo, Uusimaa, Central Ostrobothnia, Central Finland, South Karelia, South Ostrobothnia, South Savo.
The modern territory of the country was partially or fully occupied by the following states: the Old Russian State, Vladimir Rus, the Russian Kingdom, and the Russian Empire.
Finland is washed by seas: Baltic Sea.
Finland has access to lakes: Saimaa, Päijänne, Inarijärvi, Oulujärvi, Orivesi, Keitele, Kallavesi, Puruvesi, Puula, Katkojärvi, Höytäinen, Näsijärvi, Pyhäjärvi, Suvasvesi, Juojärvi, Virmasvesi, Konnevesi, Nilakka, Kotere, Iisvesi and others.
There are rivers running through the area: Turneelven, Kemijoki, Iijoki, Tanaelv (Tenojoki), Muonioelven, Ounasjoki, Lotta, Kymijoki, Ivalojoki, Vuoksa, Lenderka, Kokemäenjoki, Javre, Nota, Patsojoki, Loimijoki, Ouluoki, Vantaa, Janisjoki, Aurajoki and others.
Finland owns the islands: Soisalo, Aland, Chimitu, Hailuoto, Raippaluoto, Otava, Lemland, Ekkerö, Eija, Storlandet, Olön, Kirklandet, Kivimaa, Pyhämaa, Vessolandet, Kirjalansaari, Lillandet, Larsmo, Stortervolandet, Kaurissalo and others.
Mountains within the country: Haltiatunturi.
Discussions on country characteristics
Any registered user can share his/her experience of working on this country, tell about his/her «bumps in the road», problems, ideas, ask a question.
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We collect data from official sources, structure information about markets, companies and technologies, and make the industry more transparent and understandable for professionals.
AffGate.com is not an online casino and does not provide access to gambling. All information is provided for educational and analytical purposes only.
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