Panel in Lisbon Warns About Marketing and Channeling in the Finnish Gambling Market

Finnish Gaming Experts published "Finland’s New Gambling Market Takes Shape — But the Real Test Will Be in the Execution" on September 29, 2026; the report and a panel at the SBC Summit in Lisbon raised practical concerns about the Finnish gambling market today. The debate brought together regulators and operators: moderated by Jari Vähänen of Finnish Gambling Consultants and featuring Antti Koivula (Hippos ATG), Sverker Skogberg (Paf), Ivana Pejic (Betsson Europe), Brian Forth (Finnplay), and Emil Nilsson (NordPlay Group). The consensus was that the proposed legal structure works on paper, but that technical execution and marketing rules will determine the outcome.

The Immediate Focus: the Level of Channeling in the Finnish Gambling Market

The discussion highlighted the kanavointiaste — the proportion of gambling that remains within the Finnish licensing system — as the key measure of success. Panelists rejected counting only the number of licenses granted as a useful metric. They noted that the licensed offering must be competitive from the player’s perspective to retain demand within Finland.

Finnish Gaming Experts warn in their summary that the overall structure of the new regulation is "varsin toimiva" (rather functional), but that practical doubts could erode effective channeling. If operators cannot compete on product, user experience, or permitted marketing, players may shift to unlicensed providers outside the jurisdiction.

Marketing and Affiliates: Limits, Channels, and Risk of Outflow

The new gambling law allows licensed operators to market on television, radio, sports events, print media, search engines, their own websites, and social media profiles, as long as the communication is "moderate" in quantity, reach, visibility, and repetition. Paf, represented by Sverker Skogberg, described the regulatory package as "fairly balanced", although he considered some elements of the advertising framework excessively liberal.

Panelists emphasized that the lack of a regulated framework for affiliate marketing could result in the loss of an acquisition channel for licensed operators. Foreign actors could continue reaching Finnish consumers from outside national borders if this advertising distribution chain is not regulated or controlled. The National Police of Finland (Poliisihallitus) has previously intervened against marketing forms in game streaming and social media during the current monopoly regime.

Technical Requirements and Timeline: Providers Need Certainties Now

Brian Forth, director of Finnplay, called for clear deadlines: "Vuoden loppuun mennessä on tiedettävä, mitä vaaditaan, jotta on aikaa rakentaa vaatimusten mukaiset toiminnot" — he stated that by the end of the year, it must be known what will be required to allow time for developing the necessary features. Technology providers need final requirements well in advance to design, build, test, and audit systems before the market opens.

Finnish Gaming Experts highlight that several technical details remain unresolved, complicating providers' work as they must progress with developments before all specifications are finalized. Authorities have stated that preparations are ongoing; the new Lupa- ja valvontavirasto will take on licensing and oversight next year, and technical provisions are being prepared.

Local Experience and Product: Why Swedish or Danish Models Are Not Enough

The panel agreed that international operators cannot simply replicate the marketing and business strategies used in Sweden or Denmark. Finnplay warned that communication that attracts Finnish consumers differs from the narrative of wealth and glamour visible in other markets. Understanding local culture, humor, and consumer expectations will be essential for competition.

Nonetheless, it is expected that in many respects, Finnish consumers will act like those in other Nordic countries: registration, verification, payment processes, and the platform itself must be as smooth as possible. Competitiveness will not only be about the game catalog; the entire customer experience becomes part of the product.

Regulation and Compliance: The Need for Concurrent Measures for the System to Work

Licensed operators must meet Finnish requirements in consumer protection, responsibility, and technical solutions. If unlicensed operators offer clearly freer or more appealing services, there is a risk of player migration out of the Finnish system. The Kilpailu- ja kuluttajavirasto (KKV) assessed that preventing gambling-related harm may be hampered if action is not taken against unlicensed offerings.

The recently approved law does not incorporate the broad payment and traffic restrictions that the KKV suggested to prevent access to unauthorized operators. Therefore, the effective functioning of the new market will require multiple measures — licenses, technical controls, stable interpretation of marketing rules, and action against unlicensed offerings — to operate in coordination.

Practical Timeline: From Legislation to Actual Market Opening

Formally, the law exists, and there is a potential market opening date. The next phase is practical: operators must obtain their licenses, technical platforms must meet specifications, interpretations of marketing rules must be established, and the new oversight authority will need to build operational relationships with the sector and demonstrate the capability to act against unlicensed offerings. The panel places the true test of the system in July of next year, when the Lupa- ja valvontavirasto begins its supervisory functions.

For those following the development, the report by Finnish Gaming Experts — "Finland’s New Gambling Market Takes Shape – But the Real Test Will Be in the Execution" (September 29, 2026) — and the comments from the panel in Lisbon are must-reads. The discussion at the event emphasized that without clear technical solutions and defined limits for marketing, especially regarding affiliates, market channeling and consumer protection will remain in question.

"Vuoden loppuun mennessä on tiedettävä, mitä vaaditaan, jotta on aikaa rakentaa vaatimusten mukaiset toiminnot", stated Brian Forth, Finnplay.

For practical follow-up on regulatory progress and commercial debates see relevant sections on regulation and upcoming events.