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For licensed iGaming operators

iGaming marketing in Finland for the 2027 licensed market

Finland's gambling market opens to licensed competition in July 2027. Collafly helps international operators build local relevance through Finnish market knowledge, content production, sponsorship sourcing and hands-on campaign execution.

Plan your Finland launch Talk to our Finland team

For licensed operators and suppliers only. Collafly does not provide influencer gambling promotion. General information only. This is not legal advice. Collafly is not a law firm and does not provide licensing representation or compliance certification. Confirm all gambling marketing decisions with your Finnish legal and compliance counsel before execution.

Entering Finland's licensed gambling market

From 1 July 2027, operators holding a Finnish gambling licence may offer betting, online slot and casino games and online money bingo in Finland. Marketing under the new regime is subject to each operator's licence and the applicable regulatory requirements. Until 30 June 2027, only Veikkaus may offer and market gambling in mainland Finland.

Licence applications have been accepted since March 2026. Marketing can only begin in accordance with the Finnish Gambling Act and the operator's licence — and within a closed list of permitted channels.

For international operators, the licence is only the start. Building relevance in a small, Finnish-speaking market requires local execution: the right language, the right partners and creative that feels made for Finland.

How Collafly can support a Finland launch

Collafly is a Finnish marketing platform and team. For licensed operators we can help with:

  • Local marketing planning
  • Finnish campaign concepts
  • Sponsorship partner sourcing
  • Adult athlete and sports partnership sourcing
  • Finnish content production
  • Local talent sourcing where legally permitted
  • Campaign coordination
  • Localisation
  • Production for permitted channels
  • Reporting based on available campaign data

We do not provide legal services, licence application representation or guaranteed reach or returns. Legal and compliance decisions stay with your counsel.

Marketing gambling in Finland is different from ordinary influencer marketing

Under Finland's Gambling Act, gambling games may only be marketed through the channels expressly permitted by law. Influencers' own social media channels are not among those permitted marketing channels. In plain English: influencers must not promote gambling games through their own channels. Collafly does not offer influencer gambling promotion.

Within the framework, there are lawful areas we can help you explore:

  • Sports sponsorship with adult partners (name/logo visibility, not game promotion)
  • Local production in Finnish
  • Content for permitted media such as TV, print and outdoor (within the Act's location restrictions)
  • Finnish market localisation
  • Operator-owned channel content, subject to legal review
  • Event and sponsorship execution within applicable limits

All execution should be confirmed with your Finnish legal and compliance counsel.

Why international operators need local execution

Finnish is unrelated to the Scandinavian languages, and translated creative often sounds imported. Finland has its own sports culture, local personalities and media habits, and the new rules favour calm, moderate marketing over high-volume campaigns.

A global brand can stay consistent while its Finnish execution is built locally: language, settings, partners and tone chosen for Finland rather than copied from another market.

From strategy to execution

  1. STEP 1
    Finland launch brief
  2. STEP 2
    Market and audience context
  3. STEP 3
    Sponsorship / talent strategy
  4. STEP 4
    Partner sourcing
  5. STEP 5
    Concept and production
  6. STEP 6
    Approval and compliance review
  7. STEP 7
    Launch
  8. STEP 8
    Reporting and optimisation
Our Finland iGaming services
Guides for operators
All articles
Finland 2027 iGaming Launch Checklist

Build your Finland launch plan

Tell us about your Finland plans. We will send you our Finland 2027 launch checklist and get back to you to discuss local execution.

B2B enquiries from operators and suppliers only. We use your details to respond to your request.

General information only. This is not legal advice. Collafly is not a law firm and does not provide licensing representation or compliance certification. Confirm all gambling marketing decisions with your Finnish legal and compliance counsel before execution.

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