ATG Applies for iGaming License in Finland

A Market in Transition

For decades, Veikkaus controlled all legal gambling activity in Finland. That system is now set to change — with a regulated market planned for July 2027.

Authorities have started accepting license applications, marking a key milestone in the transition. The process may take several months — and companies appear eager to secure early positions.

ATG’s Strategic Entry

ATG has not applied alone — it is working through its joint venture with Suomen Hippos. The entity, Hippos ATG Oy, has already submitted its application. The plan appears broad in scope — covering sports betting, online casino games, and horse racing bets.

ATG has long focused on horse racing — yet this move suggests wider ambitions in Finland’s future market. The partnership also ties betting more closely to the sport itself — a point the company has stressed.

Timeline and Regulatory Process

According to early estimates, the licensing process may take three to six months. After approval, companies must complete technical connections with state systems — extending the timeline further.

Hence, companies applying now may aim to be ready well before the 2027 launch. The system is managed by the National Police Board, which oversees compliance and approvals. Its role will be central — especially during the early stages of market opening.

Rising Interest from Other Operators

ATG is not alone in its interest, several groups have shown early intent to enter Finland — including Paf and Kambi. These companies may bring different strategies — adding pressure to an already competitive outlook.

Beyond that, new partnerships could emerge as firms seek local ties. A short list of expected market segments includes:

• Sports betting services

• Online casino games

• Horse racing betting

A New Era for Finnish Betting

The shift marks more than a legal change — it signals a new phase for gambling in Finland. Private operators may challenge the old system, while regulators aim to keep control.

For ATG, the move appears both strategic and timely. Still, the outcome remains uncertain. Much depends on how licenses are granted — and how the market shapes itself in the early years.