Six Brand Positioning Mistakes iGaming Operators Make Before Launching in Finland

Finland’s iGaming market is about to open and the countdown has started.

Every operator with Nordic ambitions is looking north. But when the gates finally open it will not be a gentle jog. It will be a sprint. And only those who prepare early will make it to the starting line.

On top of locking in their marketing strategy, the smartest operators, even the biggest ones, are already defining how they will be seen in Finland. While many are still waiting for the official forms and frameworks, others are shaping their story: who they are, what they stand for, and how they will earn Finnish players’ trust.

The smartest move right now is to work on your brand before the market noise begins. When the time comes to spend all those marketing euros, it pays to have players who already know you and want to stay with you.

Loyalty will not come from welcome bonuses, because there will not be any. It comes from familiarity and trust, from how your brand sounds, looks, and most importantly, how it makes players feel both on and off your site. That connection becomes your sharpest advantage.

The Market Will Be Crowded and Different

Finland is not just another Nordic country. The culture is unique, the humour is subtle, and trust takes time. Players here do not chase noise; they follow what feels authentic. And yes, the stereotype holds true. When things go wrong, Finns rarely complain. They just stop using the service.

That is why defining your brand before launch is not an extra step, it is the foundation. If your brand feels foreign or looks like a quick translation job, it will not matter how much you spend on media. You will struggle to connect.

6 Brand Positioning Mistakes Operators Make

1. Not defining who you are early enough

Decide what kind of operator you want to be before anything else. Are you the sports entertainment brand, the poker community, the trusted casino or the product first innovator? Positioning defines where you invest and what you do not chase. Skipping this step means blending in from day one.

2. Starting branding too late

When the market opens everyone will be shouting at once. Even if you cannot actively market before that, you can plan how your brand will speak, look and behave. Operators who do this now will move faster and spend smarter when launch day comes.

3. Copy pasting from other markets

Translating what worked elsewhere will not cut it. Finland needs its own tone, rhythm and humour. This applies to everything from storytelling on owned channels to creative in paid campaigns. Players can tell when something was made for them and when it was not.

4. Ignoring cultural nuance

Finnish players can spot inauthenticity instantly. They do not react to gimmicks or noise. They respond to credibility, consistency and a sense that the brand understands them without trying too hard.

5. Seeing positioning as only design and messaging

Many operators treat positioning as a branding exercise instead of something that runs through the entire customer experience. Players remember feelings, not features, and neglecting emotional connection is a missed opportunity. When support, CRM and marketing speak different languages, the trust you build disappears instantly.

6. Not taking the most out of partnerships

Partnerships are more than logos on shirts. The best ones add real value and amplify how your brand is felt. As advertising becomes more restricted, local and trusted collaborations will keep you visible in the right way.

From Experience to Action

We have spent more than a decade inside the Finnish and European iGaming markets, leading launches, shaping brands, building retention and sitting in the same meetings you are in now.

We know the pressure of getting it right from day one, and that is exactly why LVL UP LABZ exists.

Let us talk about your goals. Let us audit what you already have. And let us start creating the kind of brand Finland will actually remember. Let's start it all with you dropping us a message.