Bonusetu, a premier comparison and market intelligence platform for the Nordic iGaming sector, has released a critical analysis of the Finnish Administration Committee’s freshly published report regarding the new Gambling Act.
While the original proposal set the stage for dismantling Finland's monopoly, the Committee’s final adjustments have fundamentally altered the timeline and commercial reality for operators. The analysis confirms that the opening of the license market has been pushed back by six months to July 1, 2027, to ensure a smooth transition of supervisory duties.
The "Bonus" Revolution: A 5x Wagering Cap
The Committee has introduced a strict cap on casino bonuses.
- The New Rule: According to the revised Section 26, licensed operators may offer "moderate bonus money" to established customers, but these bonuses must carry a maximum wagering requirement of 5x.
- The Impact: "This signals the end of predatory bonus terms in Finland," says Tommi Korhonen, CEO of Bonusetu.com. "Historically, players have battled wagering requirements as high as 40x or 50x. A statutory 5x cap makes Finland one of the most consumer-friendly bonus markets in the world, forcing operators to offer genuine value rather than empty promises."
Structural Shifts: Player Identification, Horse Racing, and Taxes
Bonusetu highlights three critical structural changes that will define the market landscape:
- Mandatory Identification: The Committee reinforces that anonymous casino play is strictly prohibited (Section 28). This mandate is expected to consolidate the market around the technology currently used by casinos without registration, as their bank-ID authentication model offers the fastest route to meeting these strict new verification standards.
- Horse Racing Market: In a significant shift from the original draft, betting on horse racing (Toto games) is moved to the competitive license category, rather than staying under the state monopoly.
- Taxation: The proposed 22% tax on Gross Gaming Revenue (GGR) remains, with the Committee rejecting proposals to raise it to the VAT level (25.5%) to ensure the regulated market remains competitive against the black market.
Search Engine Marketing (SEM) Given the Green Light
The analysis of the new Section 51 reveals a reversal on digital marketing restrictions. The Committee explicitly recommends allowing Search Engine Marketing (SEM), provided the keywords used are "immediately related" to the license holder’s brand or games. This clarifies a previously grey area, allowing licensed operators to compete for visibility on search engines legally.
"The Committee’s report is a maturity test for the industry. By delaying the launch to July 2027 and capping bonus wagering at 5x, Finland is signaling that it prioritizes a stable, safe market over a rushed one. For the consumer, this legislation transforms the 'wild west' of online gambling into a transparent environment where terms are fair and winnings are tax-free," says Tommi Korhonen.
About Bonusetu
Bonusetu is an authoritative information hub for the Finnish gambling industry. Focused on the 2027 regulatory shift from monopoly to licensing, we provide expert commentary, market statistics, and coverage of all things we deem relevant to the sector. Our goal is to bring clarity and transparency to one of Europe's most dynamic digital markets. For more information, visit bonusetu.com.
Media Contact
Tommi Korhonen
CEO, Bonusetu
media@bonusetu.com
