19 February 2026
The legislative reform project offers Finland the opportunity to transition to a licensed online gaming and betting market, which promotes safer gaming and betting, protects consumers, and supports local communities.
One country that has successfully implemented such a system is Denmark. The Danish Gambling Authority continuously emphasizes the importance of cooperation with gaming and betting industry operators. Over the past decade, Denmark has maintained a stable and well-regulated market, with 90% of gaming and betting directed towards locally licensed operators.
A functional system highlights the importance of safe gaming and betting. The Danish model ensures that operators implement significant safer gamming and betting measures, such as self-exclusion programs and real-time monitoring of gaming and betting behavior. These help identify and support players at risk, thereby promoting a safe and sustainable gaming environment.
Gaming and betting operators can also play a significant role in supporting local communities. For instance, FDJ UNITED’s Unibet brand and FC Copenhagen recently supported Pride by creating a unique FC Copenhagen jersey with the logo in Pride colors. The jerseys were auctioned off, and the proceeds were donated to a Pride organization.
Finland should encourage similar partnerships where operators participate in developing local sports and community initiatives. This would increase the social value of gaming and betting sponsorship and strengthen community ties.
Finland’s transition to a licensing system is a unique opportunity to create a world-class regulatory framework. All stakeholders must work together to create and protect a thriving online gaming and betting market that directs Finnish customers to locally licensed operators, offers a safe and reliable gaming experience, and supports society through active community engagement.
