Preparing for Finland’s iGaming Market Entry

Finland’s iGaming landscape is finally changing. With new legislation expected to be approved this autumn, the licensing system will come into effect on 1 January 2026. Operators can begin applying immediately, though the market itself is unlikely to open before early 2027.

From our experience in market launches across Europe, one truth stands out: success does not come from reacting once the market is live. It comes from preparing early. The operators who win are those who start building as soon as the rules are clear.

Preparation goes beyond marketing. Compliance, payments, technology, and staffing all demand attention. But from a brand and growth perspective, there are three core areas that must be in place before the first player signs up.

1. Localisation Is More Than Translation

To succeed in Finland, your brand must feel genuinely Finnish. Simply translating the site and campaigns, while giving Finnish players the same experience as Spaniards, is not enough. Localisation runs deeper: payment methods, game providers, offers, localised content, and design.

Brands that get this right build trust from day one. Those that do not will struggle to be taken seriously and, more importantly, fail to connect with players.

2. Media That Delivers Impact

In Finland, as in any market, trust is built by being visible. Smart use of TV, radio, outdoor, and digital media matters, along with the right placements at the right time. Add clever copywriting and those slogans that stay with you long after the campaign ends.

The goal is not to shout the loudest, but to connect with people in a way that feels real and lasting.

3. Marketing Management for the Long Game

A launch is only the beginning. Success in Finland will depend on building a marketing strategy that balances impact with budget, choosing the right channels, and making decisions that are strategically sound. It is about playing the long game, not just making noise at launch.

Even without affiliation as part of the system, growth is not limited. Finland offers plenty of other channels, but the key is knowing which ones deliver the strongest return and how to use them effectively.

Our Recommendations for Operators

• Do not wait. Entering late will make it harder to gain attention.

• Prepare your documents. Applications open 1 January 2026. There’s no harm in being among the first to secure a license.

• Get your brand ready. Define tone of voice, localised content, game portfolio, and customer experience.

• Set up your marketing strategy. Make sure campaigns start rolling out from day one, secure media relationships, and align activities with launch milestones.

• Remember the wider ecosystem. Platform providers, game studios, and payments companies all benefit from being ready early.

Why LVL UP LABZ?

We have sat on the operator side and led launches ourselves. We know how demanding they are because we have lived them. That perspective shapes everything we do today.

Finland’s opening is not just another market expansion. It is an unique opportunity. Those who prepare early, with the right partners, will be the ones who stand out.

Let us make your launch in Finland count, slide into our DMs.