22 January 2026
As Finland prepares to transition to a licensed gaming and betting market in July 2027, FDJ UNITED has set out its ambition to become a leading, long-term participant in the market – combining scale, responsibility and meaningful local engagement.
In a recent interview with Helsingin Sanomat, Joel Häkämies, Head of FDJ UNITED’s operations in Finland and Estonia, outlined how the Group is preparing for the opening of the Finnish market and the principles that will guide its approach.
FDJ UNITED’s ambition is clear: to be among the top three licensed gaming and betting operators in Finland over time.
With more than €1 billion currently spent annually on online gaming and betting in Finland, the move to a licensing system is expected to significantly reshape the market. Häkämies is clear that this is a long-term objective, given the importance of the new regulatory system being closely linked to strong regulatory oversight.
“The most important factor for how the market develops will be the actions of the authorities,” Häkämies notes, highlighting the role of regulation in ensuring a sustainable and well-controlled market.
While increased competition will inevitably bring greater visibility and marketing, FDJ UNITED believes that a licensed framework creates the right conditions to address gaming and betting related harm more effectively than the current system.
The Finnish licensing model will bring gaming and betting activity into a more controlled environment, with clearer responsibility requirements and enforceable standards. FDJ UNITED has committed to reducing the share of revenue generated by high-risk players and to embedding player protection at the heart of its operations from day one.
This approach reflects the Group’s wider strategy across regulated markets, where growth and responsibility are treated as inseparable.
One of the most significant changes expected from market liberalisation is increased investment in sponsorship, particularly in sport.
According to Häkämies, FDJ UNITED expects a meaningful rise in annual sponsorship funding once the market opens, with sponsorship viewed as one of the most permissible and socially constructive forms of marketing under the Finnish Gambling Act
Rather than short-term visibility, the focus is on long-term partnerships that support clubs, athletes and communities.
“A sponsor becomes part of a wider story,” Häkämies explains. “In many cases, fans and supporters are more closely connected to clubs and athletes than to leagues themselves.”
FDJ UNITED’s experience across multiple European markets has shown that well-structured, professional sponsorship can deliver sustainable benefits well beyond sport alone, extending into culture, events and wider community initiatives.
While FDJ UNITED operates globally with approximately 5,000 employees across 10 countries, the Group is committed to establishing a local presence in Finland, including an office in Helsinki.
The Finnish operation will be supported by FDJ UNITED’s broader multi-market expertise, enabling efficient operations while ensuring decisions remain rooted in local knowledge and context
Unibet will be among the brands entering Finland, with further brand decisions to be confirmed closer to launch.
This article is based on an in-depth interview with Joel Häkämies published by Helsingin Sanomat.
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FDJ UNITED’s facilities in London (Kindred London Limited) have renewed their ISO 14001:2015 certification, first obtained in 2023. Two other sites, in Stockholm (Kindred People AB) and Malta (Kindred Group), have also been certified. These three sites, which support the Group’s online betting and gaming operations, now have an internationally recognised Environmental Management System (EMS).
