Hippos ATG Oy seeks licence ahead of Finland’s 2027 market opening

Hippos ATG Oy has formally submitted a licence application to Finland’s National Police Board of Finland as the country advances toward a multi licence betting framework. The move positions the company among the early applicants seeking to operate under Finland’s forthcoming regulated gambling market, which is scheduled to launch in July 2027.

The company intends to offer sports betting, online casino products and horse racing betting under the new regime. Trotting and horse racing remain at the core of its commercial strategy. The application reflects a broader structural transition in Finland’s gambling landscape, as policymakers aim to increase channelisation into regulated offerings while strengthening oversight and harm prevention measures.

Finland’s transition to a multi licence system

For decades, Finland’s gambling sector operated under a monopoly structure led by Veikkaus Oy. However, declining channelisation rates and increasing consumer migration to offshore platforms prompted the government to introduce a multi licence system. The reform seeks to balance market competitiveness with consumer protection, regulatory supervision and social responsibility.

Under the new framework, private operators will be able to apply for licences covering sports betting and online casino activities, subject to strict compliance obligations. Horse racing betting will also form part of the licensed verticals. The regulatory oversight function will remain with the National Police Board’s Lottery Administration.

Hippos ATG Oy’s application follows the formal opening of the licence window. Other domestic and international operators are also preparing submissions as Finland moves closer to implementation.

Strategic focus on horse racing and trotting

Although the company plans to operate across multiple gambling verticals, horse racing betting remains central to its long term objectives. The operator has stated that trotting is not merely a commercial segment but an integral part of Finland’s equine sports ecosystem.

Antti Koivula, Chief Compliance Officer at Hippos ATG Oy, addressed the strategic direction of the company in light of the regulatory transition. He stated:

“It is important to bring trotting betting back closer to the trotting sport, where it naturally belongs. Betting is an integral part of Finnish horse racing and a new era is now beginning, in which trotting betting will once again be developed clearly from the sport’s own starting points.”

This statement reflects an intention to align betting operations more directly with the interests of the sport itself. By operating under a licensed model, proceeds from regulated betting may be structured in a way that supports the Finnish equine sector within the boundaries set by national law.

Regulatory process and timeline

According to Antti Koivula, the anticipated licence processing time is estimated at three to six months. This assessment is based on guidance from the National Police Board. However, obtaining formal approval represents only part of the overall compliance journey.

Following licence approval, operators must complete technical integrations with supervisory systems, including reporting tools and monitoring frameworks. These systems are designed to ensure compliance with anti money laundering requirements, responsible gambling obligations and financial transparency standards.

Koivula has indicated that the entire regulatory preparation process, including technical alignment, is expected to take approximately ten months. This timeline places significant operational demands on applicants seeking to be ready ahead of the July 2027 market launch.

Market competition intensifies

The forthcoming reform has drawn interest from several established gambling companies. Immense Group, which operates brands such as Mr Vegas and DBET, has appointed a Managing Director to oversee its Finnish operations in preparation for market entry.

Meanwhile, sportsbook technology provider Kambi has entered into an agreement with SuomiVeto to support its planned launch in the regulated environment. In addition, Paf, which currently operates in the Åland Islands and partners with Kambi, may consider expanding its activities across mainland Finland under the new licensing regime.

The presence of both domestic and international stakeholders suggests that Finland’s reformed gambling market is expected to attract meaningful commercial interest. However, regulatory compliance standards are anticipated to remain stringent.

Government decree on gambling harm prevention

On 1 March, the Finnish government adopted a decree addressing the prevention of gambling related harm. The decree establishes a structured framework for programme funding and research initiatives focused on reducing adverse impacts linked to gambling activities.

The Ministry of Social Affairs and Health will oversee monitoring, research and evaluation efforts. The ministry is also empowered to develop preventive and treatment strategies within the scope of its statutory authority.

Implementation responsibilities will be carried out by the Finnish Institute for Health and Welfare. The institute will coordinate initiatives and allocate state funding to non profit organisations engaged in harm prevention and support services.

The 2026 state budget includes €1.5 million allocated to subsidies and grants supporting research and prevention programmes. These measures are intended to operate in parallel with the licensing reform to ensure that increased market competition does not undermine public health objectives.

Economic context and channelisation challenges

According to estimates from H2 Gambling Capital, the Finnish gambling market under monopoly operator Veikkaus Oy reached a peak value of approximately €1.8 billion in 2017. In subsequent years, market value declined as a growing number of players accessed offshore platforms not subject to Finnish regulation.

The multi licence reform is designed in part to improve channelisation rates by offering regulated alternatives that are competitive with international operators. Policymakers have emphasised that effective supervision, responsible gambling tools and consumer safeguards must remain central to the new model.

For operators such as Hippos ATG Oy, the challenge will be to balance commercial viability with regulatory compliance. The integration of responsible gambling controls, transparent reporting mechanisms and adherence to advertising standards will be essential conditions for long term participation.

Legal and compliance considerations

The Finnish licensing regime is expected to impose detailed obligations covering anti money laundering controls, player identification procedures, data protection compliance and responsible gambling measures. Advertising restrictions and marketing guidelines are also likely to form a significant component of the regulatory framework.

By applying early, Hippos ATG Oy signals its intention to operate fully within the boundaries of national law. The company’s emphasis on compliance, as reflected in public statements by its Chief Compliance Officer, indicates recognition of the heightened scrutiny that will accompany the transition to a competitive market.

As with any regulatory reform of this scale, implementation details may evolve as authorities finalise secondary legislation and technical standards. Market participants will therefore need to maintain flexibility and ongoing engagement with supervisory bodies.

Broader implications for the Finnish gambling sector

The shift to a multi licence system represents one of the most significant changes in Finland’s gambling policy in recent decades. While competition is expected to increase, the government has consistently stated that consumer protection and harm reduction remain fundamental priorities.

For the horse racing sector, the reform may create new opportunities to strengthen financial sustainability through regulated betting revenues. At the same time, operators will need to ensure that product development aligns with responsible gambling principles and statutory obligations.

The coming months will likely see further licence applications and corporate announcements as companies position themselves ahead of the July 2027 launch date. Regulatory clarity and operational readiness will be decisive factors in determining which operators establish a durable presence in the Finnish market.

Conclusion

Hippos ATG Oy’s licence application marks an important step in Finland’s transition toward a regulated multi licence gambling environment. By seeking approval from the National Police Board, the company aligns itself with the government’s objective of channelising gambling activity into supervised frameworks while reinforcing consumer protection standards.

The reform presents both opportunity and responsibility. Operators entering the Finnish market must comply with rigorous legal requirements, integrate technical oversight systems and contribute to harm prevention initiatives. At the same time, the introduction of competition may revitalise segments such as horse racing betting, provided that development occurs within clear regulatory boundaries.

As July 2027 approaches, the Finnish gambling sector stands at a point of structural change. The ultimate outcome will depend on effective regulatory execution, responsible operator conduct and sustained commitment to public interest objectives.

FAQs

What is Hippos ATG Oy applying for in Finland?
Hippos ATG Oy has applied for a gambling licence that would allow it to offer sports betting online casino games and horse racing betting under Finland’s forthcoming regulated system.

When will Finland’s new gambling market launch?
The regulated multi licence market is scheduled to go live in July 2027 subject to final regulatory preparations.

Which authority is responsible for granting licences?
The National Police Board of Finland through its Lottery Administration is responsible for processing and granting gambling licences.

How long does the licence approval process take?
The initial review is expected to take three to six months followed by technical integrations which may extend the full process to around ten months.

Why is horse racing important to Hippos ATG Oy?
Horse racing and trotting are central to the company’s strategy and are viewed as closely connected to the broader Finnish equine sector.

What role does the Ministry of Social Affairs and Health play?
The ministry monitors researches and evaluates gambling related harm and develops prevention and treatment strategies.

How is gambling harm prevention funded?
The 2026 state budget allocates €1.5 million for research subsidies and grants related to gambling harm prevention.

What happened to the Finnish gambling market value after 2017?
Market estimates indicate that value declined from a 2017 peak as some players moved to offshore platforms.

Will foreign operators enter the Finnish market?
Several international and domestic operators have indicated interest in applying for licences under the new system.

What is the objective of Finland’s multi licence reform?
The reform aims to increase channelisation strengthen consumer protection improve regulatory oversight and ensure that gambling activities occur within a supervised legal framework.