Hippos ATG Secures Finland License Ahead of 2027 Market Overhaul

Swedish Operator Hippos ATG Secures Finland License – Upcoming Multi-License Regime Introduces Strict Affiliate Marketing Bans

Key Takeaways

• Hippos ATG will launch horse racing, sports betting, and casino services when Finland’s multi-license market opens on July 1, 2027.
• Finland is abolishing the Veikkaus Oy monopoly, though the state operator will retain exclusive control over the National Lottery.
• The new regulatory framework includes a complete ban on affiliate marketing, a measure strongly criticized by industry compliance experts.
• The domestic Finnish gambling market value dropped from a peak of €2bn in 2017 to roughly €1.5bn in 2023.

Hippos ATG prepares for July 2027 market entry

Swedish gambling firm Hippos ATG has successfully secured a license to operate in Finland. Operations will officially commence when the country opens its regulated multi-license market on July 1, 2027. The company is currently co-owned by the entities AB Trav och Galopp and Suomen Hippos ry.

The licensed operator plans to offer Finnish customers a comprehensive portfolio of gambling products. This rollout includes sports betting, horse racing, and a full suite of online casino games. These specific casino offerings already exist as an established and functioning proposition for the company in Sweden and Denmark.

Hippos ATG aims to build long-term economic value for horse racing in Finland. Trotting represents one of the most popular spectator and betting sports in the Nordic country, trailing only behind ice hockey in overall popularity. Chief Compliance Officer Antti Koivula utilized the professional networking platform LinkedIn to thank the entire Hippos ATG team. He also extended his gratitude to the company owners for their expertise, support, and commitment throughout the licensing process.

Finland dismantles its state gambling monopoly

Late last year, the Finnish parliament voted to abolish the outgoing gambling monopoly held by state-owned operator Veikkaus Oy. The state operator itself has publicly supported this transition toward an open commercial market. The new multi-license regime will cover both online betting and online gaming, concluding a system that lawmakers stated no longer reflects the reality of modern digital gambling.

Implementation of the new framework has faced several legislative and administrative deadline pushbacks. Regulators now target July 2027 for the official launch of the competitive market. The National Lottery will remain strictly outside the open market structure and exclusively in the hands of Veikkaus.

Financial data highlights the significant struggles of the consolidated monopoly model over recent years. According to H2 Gambling Capital estimates cited by the Finnish government, the domestic market peaked in 2017 at a total value of €2bn. This valuation dropped substantially, falling to around €1.5bn in 2023 under the same state-controlled monopoly model.

Complete affiliate ban draws industry criticism

The impending gambling regulation contains specific intricacies that have attracted immediate criticism from iGaming experts. The primary concern revolves around how newly licensed operators will be permitted to market themselves to the public. Under the current legislative provisions, affiliates face a complete and strict ban from operating within the country.

This restriction raises critical questions about how effectively market newcomers will be able to acquire customers once they land in Finland. Koivula expressed vocal reservations regarding the marketing regulation and its future enforcement during a panel discussion at the SBC Summit Lisbon this year. He described the prohibition of traditional customer acquisition channels like affiliates as a very poor option for the industry.

Market observers wait to see how effective the new multi-license regime will be in generating economic value. Operators must navigate these tight marketing restrictions while attempting to reverse the continuous downward trend in the domestic market valuation.

Lawmakers base marketing restrictions on misinformed perceptions

Koivula highlighted in previous media interviews that the decision to ban affiliates stems from a fundamental misunderstanding of the digital sector. Policymakers largely based the restriction on the perception that the affiliate business is inherently predatory or bad. This viewpoint developed largely because affiliate marketing remains illegal under current Finnish law, tainting its reputation among legislators.

Lawmakers reportedly viewed affiliates as influencers who aggressively push gambling marketing toward vulnerable groups. Koivula pointed out that this picture is far from accurate, as many affiliates operate in a highly responsible manner globally. He noted that reputable affiliate businesses do meaningful responsible gambling work themselves, helping players find safe and licensed options.

The false perception among policymakers was comprehensive, leading directly to a blanket ban rather than regulated oversight. Operators entering the Finnish market will now have to build entirely new acquisition strategies without relying on established affiliate networks.

Our Assessment

Hippos ATG securing a license marks a significant step in the transition of the Finnish gambling market. The move away from the Veikkaus monopoly aims to revitalize a domestic sector that has lost substantial economic value since 2017. The scheduled July 2027 launch provides operators with ample time to prepare their product offerings, particularly in highly popular domestic segments like trotting and sports betting.

The stringent marketing rules present a distinct operational challenge for international companies entering the region. Prohibiting affiliate marketing removes a primary customer acquisition tool, forcing operators to reconsider standard industry growth strategies. The ultimate success of Finland’s multi-license regime will depend heavily on whether operators can effectively navigate these rigid promotional boundaries while competing in a newly open market.