Finland’s planned gambling market will exclude affiliate marketing when it launches in 2027. Speaking on an expert panel, Hippos ATG iGaming lawyer Antti Koivula said the framework needs more precise definitions, while Casino Guru’s Simon Vinzce called for clear rules on what affiliates may do.
Clearer definitions would help affiliates and licensed operators understand the limits of permitted marketing.
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Finland opened applications for licences to operate virtual games, with the market launch planned for July 2027, according to the report. Hippos ATG Oy submitted an application, and the National Police Board is overseeing the initial phase; processing is estimated to take three to six months, followed by technical integration.
Hippos ATG Oy began applying on 3 March for licences to offer sports betting, online casino and horse-racing betting in Finland. The joint venture submitted its application to the National Police Board’s Lottery Administration; the new licensing market is due to take effect in July 2027, after Veikkaus’s state monopoly ends.
Hippos ATG Oy has applied to Finland’s National Police Board Lottery Administration for a licence to offer online gaming and sports betting. The joint venture also intends to offer horse-racing betting and online casino products; its compliance chief said the overall licensing process is expected to take around 10 months.
Casino Guru’s head of sustainable and safer gambling, Šimon Vincze, and Dr Margaret Carran of City St George’s, University of London, presented a self-exclusion standards project. The project aims to establish a global benchmark for player protection.
Šimon Vincze, Casino Guru’s head of sustainable and safer gambling, discussed prediction markets at iGB L!VE 2026. He said users need to understand how the products work, their risks and the probabilities involved, and called for clear risk information and effective consumer protections.