Hippos ATG Oy, a joint venture of Swedish horse-racing operator ATG and Finnish trotting association Suomen Hippos, has received a five-year Finnish online gambling license, announced on 19 October 2026. It is the second operator to confirm a license after Malta-based Wildz Group on 15 October. Licenses are issued by Finland's National Police Board under the new Gambling Act, which ends Veikkaus's online monopoly. Applications opened on 1 March 2026, more than 75 were filed by 22 September, and licensed operators may start offering gambling to Finnish players on 1 July 2027.
- Hippos ATG Oy received a five-year Finnish license and will trade under the ATG brand when the market opens.
- Wildz Group was first to confirm a license on 15 October 2026; the National Police Board has not published a full list of approvals.
- Over 75 applications were filed by 22 September 2026 for a market of 5.6 million people, with no cap on licenses.
- Licensed operators may not offer or market gambling in Finland before 1 July 2027; unauthorized advertising is already being fined.
- Draft player-protection rules include an autoplay ban, a €20 slot stake limit (€10 under 25) and regular reminders; the industry is concerned about an affiliate ban and cooling-off periods.
Finland's licensed online market is still eight months from launch, but the first approvals are arriving. Hippos ATG, the joint venture between Sweden's ATG and Finnish trotting body Suomen Hippos, has confirmed it holds a Finnish online gambling license, days after Wildz Group became the first operator to say the same.
The license
The license was awarded to Hippos ATG Oy, is valid for five years, and was announced on social media on 19 October 2026. The company will trade under the ATG brand in Finland, citing its recognition among consumers. Chief executive Mikael Bäcke said the business was built from scratch in Finland to meet the new law's requirements, that a positive license decision was the most important precondition for entering the market, and that the team can now concentrate on its products and on finalizing the operating company.
ATG runs betting on horse racing in Sweden, where it also competes in the licensed online market opened in 2019. ATG and Suomen Hippos announced their partnership in 2025 as the route into Finland, combining a Swedish operator with the Finnish trotting sector, which depends on betting revenue.
Who has a license so far
Malta-based Wildz Group announced on 15 October 2026 that it was the first operator cleared by the National Police Board, with a five-year license starting on 1 July 2027 for brands including Wildz, Caxino and Wildz Sports. Hippos ATG is the second to confirm. Veikkaus, the state operator, and international groups such as Betsson and LeoVegas have said they applied, but the National Police Board has not published the outcome of other applications, and it is unclear whether it will release a list of approved operators.
Finland's timeline
- Gambling Act (10/2026): replaces Veikkaus's online monopoly with competitive licensing for online casino and betting, while lotteries and some products remain exclusive.
- 1 March 2026: license applications opened, with no cap on the number of licenses.
- 22 September 2026: more than 75 applications received, up from about 50 in June.
- October 2026: first licenses confirmed by Wildz and Hippos ATG.
- 1 July 2027: licensed operators may start offering and marketing gambling to Finnish players. Applying, or even holding a license, is not permission to operate before that date.
The regulator is already enforcing that line: the National Police Board has imposed a conditional fine of around $1.2 million on MagicPoro for advertising in Finland without authorization, which the company disputes.
Rules and industry concerns
Draft player-protection rules include an autoplay ban, responsible-gambling reminders every 15 minutes and a €20 stake limit on slots, falling to €10 for players under 25. Industry figures have also criticized parts of the framework, arguing that the cooling-off period and the ban on affiliate marketing could hurt channelization, the share of play that moves from offshore sites to licensed ones. With more than 75 applicants for 5.6 million people, some expect the market to be crowded from day one.
What it means for operators
For operators already in the queue, the next eight months are for building the Finnish operating company, payments, responsible-gambling tools and marketing plans that fit the final rules. For suppliers, Finland adds a gambling software license from 2027, so studios and platforms should plan their filings alongside their operator clients; see our B2B iGaming licensing in the EU guide. Late entrants can still apply, as there is no cap and no closing date, but they will launch behind the first wave. Finland sits alongside the other member states in our EU regulated markets comparison.
Frequently asked questions
Who is Hippos ATG?
Hippos ATG Oy is a joint venture between ATG (AB Trav och Galopp), which runs Sweden's horse racing betting, and Suomen Hippos, Finland's trotting and horse breeding association. It was set up in Finland in 2025 to enter the liberalized market.
Who issues Finnish gambling licenses?
The National Police Board of Finland (Poliisihallitus) receives applications and issues licenses under the new Gambling Act, which replaces Veikkaus's monopoly with competitive licensing for online casino and betting.
When does Finland's online gambling market open?
On 1 July 2027. Licenses are being granted in advance, but no licensed operator may offer or market gambling to Finnish players before that date.
How many operators applied for a Finnish license?
More than 75 applications had been received by 22 September 2026, more than expected for a population of 5.6 million. There is no cap on the number of licenses.
Do B2B suppliers need a Finnish license?
Yes, from 2027 Finland adds a gambling software license for suppliers to licensed operators, so game studios and platforms should plan their own filings alongside their operator clients.
Related guides
Turn this into a plan for your business.
Answer a few questions and get your roadmap. We reply within 24 hours.