Hippos ATG has become the second operator to announce a Finnish gambling licence, holding a five-year permit as roughly 80 companies compete for space in a country of five million.
Finland gambling licence: Hippos ATG holds a five-year licence granted under Finland’s new regime, following Wildz Group’s approval in October. The National Police Board has not yet officially confirmed any licence outcome. About 80 operators have applied, and the market opens on 1 July 2027.
- Finland Gambling Licence: Two Winners
- Why ATG Kept the ATG Brand
- The Headstart Problem
- 80 Applicants in a 5.3 Million Market
Hippos ATG has become the second company to announce a Finnish gambling licence. The regulator has not yet officially confirmed the outcome of any licence applications. The five-year permit was granted to Hippos ATG Oy, the joint venture between Swedish operator ATG and Finnish racing association Suomen Hippos.
The company announced the result on social media, sharing an image of the licence. Mikael Bäcke, the CEO, said the team had built a completely new company and operating model from the start to meet the new Finnish legislation.
Finland Gambling Licence: Two Winners
Bäcke called the decision a significant moment, saying a positive outcome is the prerequisite for entering the market. The JV can now focus on products and finalising the operating entity. Wildz Group was the first operator to announce Finnish licence approval, on 15 October.
Bäcke’s team expects to move quickly. “We have always been confident that we will meet the conditions for the licence,” he said. The licensing picture is still incomplete: the National Police Board has confirmed nothing formally, and iGB asked it for comment. Roughly 80 companies have applied so far.
Why ATG Kept the ATG Brand
The JV has chosen the ATG brand rather than Suomen Hippos. ATG is Sweden’s horse racing monopoly operator and announced the venture with Suomen Hippos in 2025. Brand recognition was the deciding factor: ATG is better known to the general public than the Finnish racing body.
ATG will also use its in-house gaming platform, a move the company described as cost-effective. For a JV entering a brand-new market, reusing existing technology cuts build time and spend while licensing slots and other products becomes easier.
The Headstart Problem
Antti Koivula, chief compliance officer, told the SBC Summit panel in Lisbon that the market will open unevenly. Veikkaus, Finland’s current monopoly operator, has an existing customer database and a brand that spans online and offline.
Offshore-licensed operators active in the country today hold the same advantage. Those starting from scratch, including new JVs, will be working without a customer list or market position. Koivula’s point is that first-mover data could lock in advantages that survive the launch.
AGBrief has tracked how the SBC Summit panel framed this licensing transition.
80 Applicants in a 5.3 Million Market
Finland’s population is around 5.3 million. Eighty operators have applied, which is roughly one applicant for every 65,000 residents. Market experts have flagged the risk of oversaturation in such a small country.
The concern is real, but the opportunity is too. Finland has a large grey market today, and channelising it is the central case for the reform. The 2027 launch is expected to pull players into a regulated framework that taxes, monitors and protects them.
Frequently Asked Questions
Who holds the Finland gambling licence?
Hippos ATG Oy holds a five-year licence for Finland. It is a joint venture between Swedish operator ATG and Suomen Hippos. Wildz Group was the first company to announce a licence, on 15 October.
Has the regulator confirmed the licence?
The National Police Board has not yet officially confirmed the outcome of any licence applications. Both announcements were made by operators, not the regulator. iGB has asked the board for comment.
Why did Hippos ATG use the ATG brand?
The JV chose ATG for brand recognition: ATG is Sweden’s horse racing monopoly operator and better known to the general public. It will also use its own gaming platform, which ATG calls a cost-effective solution.
When does Finland’s private market open?
Private operators can launch online gambling on 1 July 2027. The National Police Board is running the licensing process, and roughly 80 companies have applied for a licence in the meantime.
Is the Finnish market at risk of oversaturation?
With about 80 applicants in a market of roughly 5.3 million people, experts see saturation risk. Finland also has a large grey market today, so the reform aims to channelise players into a regulated, taxed and protected framework.
Why is the playing field uneven?
Veikkaus, the current monopoly operator, and offshore operators already active in Finland hold customer databases and brand recognition. New JVs like Hippos ATG are starting from scratch, which may hand first-mover operators a durable edge.
This article has been thoroughly researched and reviewed by the CasinoBait editorial team to ensure accuracy and relevance for Asian casino players.
