Hippos ATG awarded second operator licence under Finland's new Gambling Act
Licence covers games, horse racing and sports betting ahead of 1 July 2027 market opening.
Key Takeaways
- Hippos ATG secured an operator licence under Finland's new Gambling Act and will launch on 1 July 2027.
- The company is 50/50 owned by Swedish AB Trav och Galoppi (ATG) and the Finnish Hippos Association.
- The licence covers the company's range of games plus horse racing and sports betting.
- Wildz is the first operator; Hippos ATG is the second to go live on the 1 July 2027 date.
Hippos ATG has been granted an operator licence under Finland's new Gambling Act and will go live in the market on 1 July 2027, becoming the second licensed operator after Wildz. The firm is jointly owned, 50/50, by Swedish AB Trav och Galoppi (ATG) and the Finnish Hippos Association and will offer its range of games plus horse racing and sports betting in Finland.
Licence scope and market date
The licence issued under Finland's new Gambling Act covers the company's full gaming portfolio, including horse racing and sports betting and its wider game range. The licence positions Hippos ATG to begin operations in Finland on the Act's implementation date, 1 July 2027. Wildz is the only other operator confirmed to have gone live on the same date.
Ownership and operational setup
Hippos ATG is half owned by AB Trav och Galoppi (ATG) of Sweden and half by the Finnish Hippos Association. The company says it built a new Finnish operating entity and operating models from the ground up to meet the legislative requirements of the new licensing regime.
CEO comments
"We have always been confident that we will meet the conditions for the license. A positive decision is the most important prerequisite for entering the market, so this is a significant moment for us," said Mikael Bäcke, CEO of Hippos ATG.
Bäcke added that with the licence ATG is the largest gambling operator in the Nordic countries and the market leader in horse racing betting in Sweden and Denmark. He said the company intends to be "a faithful, trustworthy and reliable player in Finland" and to support Finnish sports and horse racing as it establishes a sustainable operating firm using ATG's experience from Sweden and Denmark and the trotting and horse racing skills of the Finnish Horse Owners Association.
For detail on the new legal framework see the Finland's new Gambling Act in the regulation section and for product coverage consult the casino and sports pages.
Frequently Asked Questions
When will Hippos ATG start operating in Finland?
Hippos ATG will begin operations in Finland on 1 July 2027 under the new licensing regime. The licence was granted under Finland's new Gambling Act and the company is set to go live on that implementation date.
Who owns Hippos ATG?
Hippos ATG is owned equally by AB Trav och Galoppi (ATG) of Sweden and the Finnish Hippos Association, each holding a 50% stake. The ownership split was stated as half owned by ATG and half by the Hippos Association.
What products does the licence cover?
The licence covers Hippos ATG's range of games as well as horse racing and sports betting products. The company confirmed the permit explicitly includes horse racing and sports betting.
Is Hippos ATG already operating elsewhere in the Nordics?
ATG is active in Sweden and Denmark, and Hippos ATG said ATG is the largest gambling operator in the Nordic countries and the market leader in horse racing betting in Sweden and Denmark. The Finnish operation will build on ATG's experience from those markets.
Tags
About the author
Marcus Webb
Industry Deals Correspondent
Marcus Webb covers the deal flow of the gambling industry — operator strategy, M&A, market entries, and product launches from sportsbook rebrands to full platform migrations. The reports name the companies, valuations, and jurisdictions exactly as disclosed and separate the announcement from its market impact. When a group consolidates a brand or a challenger launches into a new state, Marcus Webb explains who gains, who pays, and what closes next quarter.
More from Marcus Webb
