Gambling Firms Warn Finland Limits Could Hurt Legal Market

Finland gambling reform continues to move forward, but debate around player protection rules is already intensifying. While lawmakers prepare to open the market to private operators, some licensed groups warn that certain safeguards may weaken the legal system rather than strengthen it.

Good to Know

• Finland is considering a single loss limit shared across all licensed operators
• Operators warn strict controls could reduce channelisation
• The new iGaming market is scheduled to open in 2027

Player Protection Rules Trigger Industry Pushback

The discussion gained momentum after the Gambling Risk and Harm Assessment Group, known as GRHAG, launched a formal consultation on 30 January. The group operates under the Ministry of Social Affairs and Health and invited stakeholder feedback through 24 February as it shapes player protection requirements for the new market.

One proposal drawing strong reactions involves a cross operator loss limit register. Under the plan, players would face one combined loss cap across all licensed platforms rather than individual limits at each operator. GRHAG also outlined mandatory tools for deposits, losses, and playing time, alongside operator imposed cooling off periods and targeted restrictions.

SkillOnNet and Wildz Group responded with concerns that the framework may overshoot its goal. Both operators warned that aggressive limits could discourage use of licensed sites and increase traffic toward illegal platforms.

“A forcibly closed gaming account is always a negative customer experience,” SkillOnNet said. “Every time a customer is directed to look for a new gaming location, the risk of finding a site operating outside the system increases.”

SkillOnNet added that deposit and gaming limits cannot be separated from the broader Gambling Act, which is already finalized in other areas. Tightening controls further could drive more activity offshore rather than reduce harm.

Channelisation Risks And Lessons From Other Markets

Wildz Group focused its submission on channelisation impact. The operator, which runs Wildz Casino, referenced research from Germany showing that only around 20% to 30% of gambling activity remained within regulated platforms when loss limits were set too low.

“If the restrictions presented in the recommendations were applied in Finland without an assessment of the channelling effects, it is justified to assume a similar outcome,” Wildz said.

SkillOnNet supported that view and argued that licensed gambling must remain the most attractive option for Finnish players. The operator said overly restrictive rules could make legal platforms harder to use than unlicensed alternatives that offer no consumer protections.

The company urged regulators to shift enforcement toward illegal operators rather than tightening controls on licensed ones.

“In licensed gaming, resources should be directed to ensuring that licensees adhere to their own duty of care and report on it actively, that the restrictions set by the players themselves are adhered to and that the national gambling ban register functions flawlessly,” it said.

SkillOnNet also cited market data showing why reform was needed. Current monopoly operator Veikkaus controls roughly 50% of gambling activity, with the remaining share flowing to offshore sites.

Additional Measures And Timeline For Launch

Beyond financial limits, GRHAG proposed a tiered intervention model requiring operators to monitor player behavior continuously. That system would involve defined risk indicators, documented player contacts, and recorded outcomes tied to interventions.

The group also recommended classifying players aged 18 to 24 as a high risk segment. Under the proposal, lower thresholds and stricter protections would apply to that age group.

GRHAG further advised caution around artificial intelligence in player protection. It said AI and machine learning harm prediction models remain “still immature” and should not act as the primary driver of harm prevention decisions.

At the time of writing, SkillOnNet and Wildz Group were the only operators to submit formal responses to the consultation.

Any finalized player protection measures will form part of the wider gambling legislation approved in December. Those rules will apply to all operators granted a licence in Finland restructured iGaming market.

Licence applications open in March, while some safer gambling requirements remain under review. The regulated market is scheduled to launch in July 2027.

FAQ

What is the role of GRHAG?

GRHAG advises the Ministry of Social Affairs and Health on gambling risk and harm policy.

What is a cross operator loss limit?

It caps total losses across all licensed platforms instead of per operator.

Why do operators oppose strict limits?

They argue low limits could push players toward unlicensed sites.

Which players face stricter controls under the proposal?

Players aged 18 to 24 would be treated as a higher risk group.

When does the Finland iGaming market open?

The market is scheduled to launch in July 2027.

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