Data reveals the fatal flaw in Finland’s upcoming gambling reform in 2027
Data shows Finland's gambling reform will fail to stop offshore spending due to a ban on affiliate marketing.Summary
Finland is liberalizing its gambling market on 1 July 2027, aiming to bring offshore spending back into a regulated domestic framework. However, the new licensing rules ban affiliate marketing and influencer promotions, effectively cutting off domestic operators from a major source of player acquisition. While the state monopoly Veikkaus benefits from a mature CRM database and traditional mass media presence, new entrants start from scratch. Search data indicates that Finnish players are actively seeking offshore operators via affiliate sites, with over 24,000 monthly searches for no-registration casinos. Industry experts warn that this ban will not stop affiliate platforms from directing traffic to EEA-licensed offshore operators, thereby defeating the reform's goal of channelisation and harm reduction.
(Source：Helsinki Times)