Hippos ATG secures Finnish gambling licence before the 2027 market launch

Hippos ATG has announced that it has received a gambling licence under Finland’s new regulatory framework, marking a significant development in its plans to enter the country’s competitive online gambling market. The joint venture between Swedish betting operator ATG and Finnish horse racing organisation Suomen Hippos is preparing to begin operations when the new licensing system takes effect on 1 July 2027.

The announcement, made on 19 October 2026, positions Hippos ATG among the first operators to publicly confirm that their applications have been approved. The Malta-based Wildz Group announced its own approval several days earlier, making Hippos ATG the second operator to report a successful outcome.

The announcements are based on disclosures from the operators themselves. Finland’s National Police Board, which is responsible for processing applications during the transition period, has not yet published a comprehensive public list of individual licence decisions. The distinction is important because company announcements and formal regulatory publications are separate sources of information.

The licence has been reported as valid for five years. However, receiving approval does not mean that Hippos ATG can immediately begin providing gambling services. The company must prepare for the formal market opening in accordance with Finland’s legal requirements.

Finland prepares for a new gambling market

Finland’s gambling sector is undergoing a substantial regulatory transition. Under the new Gambling Act, the market for services including sports betting, online casino games and other specified gambling products will open to licensed operators from 1 July 2027.

The reform will end Veikkaus’s exclusive position in the market segments being opened to competition. However, it will not eliminate the state-owned company’s role across the entire gambling sector. Veikkaus is expected to retain exclusive rights over specified products, including lottery games, scratch cards and physical slot machines and casino games.

The National Police Board began accepting gambling licence applications on 1 March 2026. Operators have therefore had several months to submit applications and prepare their businesses for the planned transition. The number of applications reached 75 by 22 September 2026, according to reporting based on information from the authorities.

The application process does not impose a fixed limit on the number of licences available. Applicants are required to pay a processing fee of €29,000 and meet the applicable legal, operational and suitability requirements.

The new framework is intended to bring more gambling activity within a nationally regulated system. Its effectiveness will depend on how licensing requirements, consumer protections and market competition work together once the new regime becomes operational.

Betting and online casino services planned for launch

Hippos ATG expects to offer Finnish customers a product portfolio covering horse racing betting, sports betting and online casino games. These services are intended to become available when Finland’s licensed market opens in July 2027, subject to the applicable requirements for each product and the company’s operational preparations.

The licence is an important step because it establishes the regulatory basis for the planned entry. The next phase involves completing the systems, processes and customer-facing products needed to operate within the Finnish framework.

The company has indicated that preparations extend beyond completing the application itself. Its work has included developing operational procedures and compliance arrangements designed to meet Finnish legal requirements.

For an operator entering a newly regulated market, these preparations can involve several connected areas, including customer identification, responsible gambling procedures, anti-money laundering controls, information security and internal oversight. The company has also highlighted the importance of completing its operational structure before launch.

The timing gives Hippos ATG a defined preparation period before it can begin offering services under the new system. Its ability to convert the licence approval into a functioning business will depend on completing that work in time for the market opening.

A joint venture combining Nordic betting and racing expertise

Hippos ATG was established through a partnership between Sweden’s AB Trav och Galopp, commonly known as ATG and Suomen Hippos, the Finnish organisation responsible for central coordination of trotting and horse breeding activities.

The two organisations each hold a 50% ownership stake in the joint venture. The partnership brings together ATG’s experience in sports and horse racing betting with Suomen Hippos’s knowledge of the Finnish equine sector.

ATG has operated in Sweden since 1974 and expanded into Denmark in 2019. Its experience in established betting markets is expected to contribute to the development of Hippos ATG’s products and operating arrangements in Finland.

Suomen Hippos brings a different but complementary role through its established connections with Finnish trotting and horse breeding. The joint venture has identified the long-term financing of domestic horse sport and breeding as an important part of its business objectives.

According to the company’s stated profit-distribution model, 60% of profits will be directed back to Finnish horse sport and horse breeding. This arrangement connects the commercial plans of Hippos ATG with the broader objective of strengthening the financial foundations of the domestic equine industry.

The company is led by chief executive Mikael Bäcke, who has described the licence decision as an important milestone in establishing the business.

“We have worked hard to build a completely new company in Finland and its operating models from the very beginning to meet the requirements of the new Finnish legislation,” Hippos ATG chief executive Mikael Bäcke said in a statement. “We have always been confident that we will meet the conditions for the licence. A positive decision is the most important prerequisite for entering the market, so this is a significant moment for us. “After this excellent news, we can focus even more strongly on the products themselves and on finalising the operational entity.”

Licensing competition and regulatory questions

The arrival of the first reported licence approvals offers an early indication of how Finland’s planned market transition is progressing. However, the number of applications also illustrates the level of interest from operators seeking access to the country.

A high volume of applications does not necessarily mean that every applicant will launch a service. Each company must satisfy the relevant conditions and complete the work required to operate under the new regime. The number of active businesses and the competitive structure of the market will become clearer as the licensing process advances.

The regulatory framework will also influence how operators compete for customers. Marketing restrictions, responsible gambling safeguards and measures intended to direct players towards licensed services are important parts of the wider policy discussion.

Some industry participants have questioned how certain restrictions might affect market channelisation, which refers to the proportion of gambling activity taking place with operators licensed and supervised under national rules. Such concerns represent a debate about the possible effects of the regulatory design rather than a settled conclusion about how the market will perform.

For Finland, the central challenge will be to establish a system that permits competition while maintaining effective oversight and appropriate safeguards for consumers. The practical results will only become clear after licensed operators begin providing services and the authorities gain experience supervising the new market.

Conclusion

Hippos ATG’s reported licence approval marks an important stage in the company’s preparations for Finland’s planned gambling market opening. The decision gives the joint venture a clearer regulatory pathway and allows it to concentrate on developing its products, completing operational preparations and meeting the requirements associated with launching in a newly regulated environment.

The development also illustrates the transition taking place across Finland’s gambling sector. The introduction of a licensing model is expected to create opportunities for new operators while preserving exclusive rights for specified products and maintaining regulatory oversight.

For Hippos ATG, the partnership between ATG and Suomen Hippos provides a business model that combines betting experience with a direct connection to Finnish horse sport. Its stated commitment to directing a share of profits towards horse sport and breeding could make its performance relevant beyond the online gambling sector alone.

Nevertheless, the licence announcement is a milestone rather than the completion of the market entry process. The commercial outcome will depend on the company’s readiness, the requirements of the new framework and the competitive conditions that emerge after 1 July 2027.

The wider success of Finland’s reform will ultimately be assessed through its practical performance, including whether licensed operators can establish sustainable businesses while supporting consumer protection and effective regulatory supervision. Hippos ATG is now preparing for that next stage.

FAQs

What is Hippos ATG?
Hippos ATG is a Finnish joint venture established by Swedish betting operator ATG and Finnish horse racing organisation Suomen Hippos. It is preparing to offer gambling services in Finland under the country’s new licensing framework.

When did Hippos ATG announce its Finnish gambling licence?
Hippos ATG announced the approval on 19 October 2026. The company stated that the licence was an important step towards its planned entry into the regulated Finnish market.

When will Finland’s licensed gambling market open?
The new Finnish licensing system is scheduled to take effect on 1 July 2027. Operators must comply with the applicable requirements before providing services under the new regime.

Who owns Hippos ATG?
ATG and Suomen Hippos each own 50% of Hippos ATG. The partnership combines betting-sector experience with expertise in Finnish trotting and horse breeding.

What gambling products does Hippos ATG plan to offer?
The company plans to provide horse racing betting, sports betting and online casino games when the new market opens, subject to the requirements of Finland’s regulatory framework.

How long is the Hippos ATG licence valid?
The licence has been reported as valid for five years. The approval relates to the company’s planned operations under Finland’s new gambling framework.

Who is the chief executive of Hippos ATG?
Mikael Bäcke is the chief executive of Hippos ATG. He has described the licence decision as a significant milestone for the company.

What happens to Veikkaus when the market opens?
Veikkaus will lose its exclusive position in the gambling segments opened to licensed competition. It is expected to retain exclusive rights over specified products, including lottery games, scratch cards and physical slot machines and casino games.

How much does a Finnish gambling licence application cost?
The processing fee for a gambling licence application in 2026 is €29,000. Applicants must also meet the applicable requirements for eligibility, compliance and operating arrangements.

How will Hippos ATG support Finnish horse sport?
The company has stated that 60% of its profits will be directed back to Finnish horse sport and horse breeding. The arrangement is intended to support the long-term financial foundations of the domestic equine sector.