Finland Opens Its Doors: A Once-in-a-Generation Gambling Market Opportunity

Finland has just unlocked one of Europe's last untapped regulated gambling markets. The parliament approved the long-awaited reform on 16 December. This historic shift from a state monopoly to a competitive licensing model creates a rare first-mover opportunity for operators ready to act.

Ready for Finland: Secure Your Gambling Licence in 2026

The Finnish reform will introduce a structured gambling licensing regime, opening the door for international and regional operators to establish themselves in a premium Nordic market. This reform offers businesses not only the opportunity to enter a newly regulated market, but also an advance window to refine existing operations to ensure timely alignment with upcoming regulatory requirements.

Operators considering Finland as part of their strategy should begin preparing now to ensure an efficient application process when the licensing window opens on 1 March 2026. Early preparation will be key to meeting compliance expectations and avoiding delays.

Operators that prepare early will be best positioned to secure authorisation and establish a strong market presence. Contact our team to discuss your licensing strategy and ensure readiness ahead of the application period.

Your Competitive Edge: Bird & Bird's Proven Expertise

With Bird & Bird, you gain a decisive advantage in the licensing race. We have the largest Finnish presence of any leading firm in the gambling sector, with an established full-service team of over 70 lawyers in Helsinki. Drawing on our extensive experience with licensing processes in, for example, the UK, the Netherlands, Denmark and Sweden, we understand the regulatory expectations and practical challenges across the region. This proven track record and local understanding mean we are perfectly placed to help you navigate regulatory expectations.

We have been voted international Gambling Regulatory Law Firm of the Year by Vixio for two years running, and for three of the last five years, underscoring our expertise and leadership in the sector. We focus on reusing existing materials where possible, aligning responsible gambling policies with Finnish standards, and engaging constructively with the regulator to ensure clarity and compliance throughout.

Our all-inclusive Finland Licence Application Package covers every legal and regulatory element of your market entry. This includes translation of relevant documents, completion of application forms, project management of the entire process, and direct communication with the Finnish regulator on your behalf. All of our services are also available on an “a la carte” basis, so your legal, regulatory and compliance teams can rely on us for whatever support they need. We handle the complexity so you can focus on what matters: being first to market.

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