Finland's Gambling Reform Sparks Debate Over Player Protection and Market Competition
Finland's gambling reform is moving forward as lawmakers prepare to open the market to private operators. At the same time, new player protection rules are being finalised to govern the restructured industry. The debate over these measures has drawn responses from major operators, including concerns about overly strict limits.
By 24 February 2024, five licensed providers—Veikkaus, Betsson, Kindred Group, SkillOnNet, and Wildz Group—had formally weighed in on the proposed regulations. The focus remains on balancing consumer safety with a competitive, legal gambling environment.
The Government's Responsible Gambling Advisory Group (GRHAG) put forward several key measures. These include a cross-operator register to track player losses, mandatory deposit and time limits, and enforced cooling-off periods. The group also proposed a tiered system to monitor player behaviour, flagging those aged 18–24 as high risk.
GRHAG advised against relying heavily on AI for player protection, citing the immaturity of harm prediction models. Instead, the emphasis remains on structured, human-led interventions.
Operators have raised concerns about the potential impact of strict limits. Wildz Group pointed to German research suggesting that low loss thresholds could push 70–80% of gambling activity into unregulated markets. SkillOnNet echoed this, arguing that licensed platforms should remain the most appealing option for Finnish players. Both companies warned that aggressive restrictions might drive consumers toward illegal alternatives.
The finalised protection rules will form part of Finland's broader gambling legislation. Once implemented, they will apply uniformly to all licensed operators in the newly opened market.
The reform aims to create a safer gambling environment while allowing private companies to compete. Operators and regulators must now align on measures that prevent harm without pushing players into unlicensed markets. The outcome will shape Finland's iGaming sector for years to come.
