Fennica Gaming Secures B2B Licence in Greece

Fennica Gaming, the digital gaming arm of Finnish operator Veikkaus, has officially been granted a B2B supplier licence by the Hellenic Gambling Commission (HGC), permitting the company to offer its gaming products and services within Greece’s regulated gambling framework. This development is a strategic step in the company's ongoing efforts to expand its footprint across Europe and comes amid notable advancements in its licensing and market access initiatives in other regulated jurisdictions.

Regulatory approval marks a significant milestone for Fennica Gaming

The successful application to the Greek regulator marks a pivotal milestone for Fennica Gaming. With the Hellenic Gambling Commission’s approval, the company is now legally empowered to distribute its comprehensive portfolio of games and gaming services to licensed operators throughout Greece. This move signals not only the company's growing regulatory credentials but also its deepening commitment to contributing to compliant, responsible gaming ecosystems across Europe.

According to the official announcement, this licence will allow Fennica Gaming to support local partners in delivering engaging digital gaming experiences that adhere to Greece’s rigorous regulatory requirements. The company views the Greek market as a dynamic and promising environment for its multi-vertical gaming solutions.

Expansion aligns with broader European strategy

Fennica Gaming’s entry into Greece is the latest development in what has become a consistent and deliberate expansion strategy. Over the past year, the company has secured licences to operate in Sweden and Ontario, two highly regulated markets that underscore the company's ability to meet strict compliance standards. In each instance, Fennica Gaming has presented a business model focused on responsible gaming, technical excellence, and a strong commitment to local regulatory frameworks.

Additionally, the company launched its eInstant games in Belgium through a strategic partnership with Nationale Loterij, the country’s national lottery operator. This collaboration has proven instrumental in showcasing Fennica's capacity to scale its digital gaming solutions across diverse market environments.

Home market developments and future challenges

While international growth remains a priority, Fennica Gaming has also been proactive within its domestic market of Finland. In anticipation of Finland’s upcoming gambling reform, which will end the current monopoly structure by 2027, Fennica has taken measures to restructure its internal organisation. This has included the launch of a new game development studio and significant changes to its executive leadership team.

The company is positioning itself to remain competitive and compliant as the Finnish market transitions toward a multi-licence model. Given that Fennica Gaming is a subsidiary of Veikkaus, the current state-run gambling operator, this internal shift is not only strategic but necessary to ensure the company’s long-term viability in a liberalised domestic environment.

Statement from Fennica Gaming’s leadership

Commenting on the company’s latest regulatory success, Timo Kiiskinen, Managing Director of Fennica Gaming, underscored the importance of the B2B licence approval in Greece:

“This is yet another major achievement for Fennica Gaming and a clear demonstration of our commitment to expanding our presence in regulated European markets. Securing a B2B licence in Greece allows us to bring our trusted game and service portfolios to a dynamic multi-vertical gaming market with an ambition to drive growth in the region. We are excited to support our partners in delivering entertaining and responsible gaming experiences to Greek players.”

Kiiskinen’s remarks highlight the company’s emphasis on responsible entertainment and partnership-driven growth as central themes of its expansion strategy.

Initial product offerings and strategic partnerships

In December 2024, Fennica Gaming launched its online casino offerings, focusing on entry into markets known for their strict regulatory and compliance requirements. The Greek licence enables the company to replicate its business model in a new jurisdiction and potentially form new partnerships with licensed Greek operators.

The company’s B2B model allows for a high degree of customisation and local market alignment. It includes a wide range of digital gaming content, analytics-driven solutions, and player protection tools, all of which are now available for deployment within the Greek gaming ecosystem.

Previous European expansion highlights

In addition to its activities in Greece, Sweden, and Belgium, Fennica Gaming also made inroads into the French market through a partnership with La Française des Jeux (FDJ). This move, initiated last year, involved the distribution of eInstant games and served as part of the company’s broader objective of penetrating all major regulated European markets.

With every new market it enters, Fennica Gaming has showcased its ability to adapt and maintain compliance—key attributes in an industry that faces continuous regulatory changes and intense oversight. The partnerships with national lottery operators in Belgium and France, in particular, illustrate the company’s ability to build alliances with trusted and longstanding institutions.

Legal and regulatory considerations

Given the sensitive nature of the gambling industry, Fennica Gaming has emphasised legal compliance and responsible gaming across all its operational jurisdictions. The company adheres to strict know-your-customer (KYC) and anti-money laundering (AML) protocols and invests heavily in technology designed to detect and mitigate gambling-related harm.

The granting of a B2B licence by the Hellenic Gambling Commission confirms that Fennica Gaming has successfully fulfilled all necessary regulatory criteria. The Greek regulator is known for maintaining robust licensing standards, and only applicants with proven records of compliance, financial stability, and operational transparency are approved.

Future outlook for Fennica Gaming

With multiple licences secured and new partnerships formed across Europe, Fennica Gaming is well-positioned for sustained growth. The company’s focus remains on expanding its presence in regulated jurisdictions, where it can continue to offer high-quality, secure, and responsible gaming products.

As it prepares for future market liberalisations, such as the Finnish reform scheduled for 2027, Fennica Gaming is likely to continue its internal restructuring, investment in new technologies, and the pursuit of additional licences in other European or international markets.

While no specific markets have been confirmed for upcoming launches, industry observers anticipate that the company may explore jurisdictions such as Germany, the Netherlands, or even some North American states where online gaming is gradually being regulated.

Conclusion

Fennica Gaming’s successful acquisition of a B2B licence in Greece marks a strategic and legally compliant step in its broader European expansion, reinforcing its commitment to regulated markets and responsible gaming practices. As the company continues to build on its recent entries into Sweden, Belgium, France, and Ontario, this milestone reflects not only its operational capabilities but also its adaptability to complex regulatory environments. With a clear focus on compliance, innovation, and sustainable growth, Fennica Gaming is positioning itself as a trusted partner in the evolving global gaming industry, while also preparing for transformative changes in its home market of Finland.

FAQs

What is the significance of Fennica Gaming receiving a B2B licence in Greece?
It enables the company to legally offer its gaming services and digital products to licensed operators in Greece, expanding its European footprint.

Who regulates the gambling market in Greece?
The Hellenic Gambling Commission (HGC) is the official regulatory authority overseeing all forms of gambling in Greece.

Is Fennica Gaming a private company?
Fennica Gaming is a subsidiary of Veikkaus, the Finnish state-owned gambling operator.

When did Fennica Gaming launch its online casino portfolio?
The company launched its digital casino offerings in December 2024.

What are eInstant games?
These are instant-win online games typically offered by national lotteries or regulated gaming providers, such as those launched by Fennica Gaming in Belgium and France.

What other markets has Fennica Gaming entered recently?
In addition to Greece, the company has entered Sweden, Ontario (Canada), Belgium, and France.

How is Fennica Gaming preparing for Finland’s gambling reform?
The company has restructured its leadership and launched a new game studio in anticipation of the 2027 market liberalisation.

What are the key features of Fennica Gaming’s product portfolio?
It includes digital slot games, eInstant games, responsible gaming tools, and analytics-driven platform services.

Is the company compliant with responsible gaming standards?
Yes, Fennica Gaming operates under strict responsible gaming and AML standards in all its licensed jurisdictions.

Could Fennica Gaming enter more markets soon?
While no official announcements have been made, further European expansion is likely as the company continues its growth trajectory.