Finland licensing brings new brands to regulated betting market

Four operators have now secured early licences for the upcoming Finnish market launch.

Written by the BettingEdgeHub desk, 26 October 2026

Finland is getting closer to a competitive online betting market as more operators secure official approval from the National Police Board. ComeOn Group and a brand named SuomiVeto join the early list of approved companies. These brands cannot accept wagers yet because the monopoly held by Veikkaus only ends on the first of July in two thousand and twenty seven.

Early approvals announced

European Entertainment Group secured the permits for its ComeOn brand covering sports betting and online casino games. The company submitted its paperwork on the second of March in two thousand and twenty six when the application window opened. Executives described the approval as an important milestone for their long term growth strategy in the region.

New faces prepare

SuomiVeto is a fresh brand created by the former founders of a Dutch operator named BetCity. The team has already arranged technology partnerships with Bragg Gaming and Kambi to power their upcoming sportsbook and casino platform. Leaders from the company stated their goal is to become one of the top gaming choices in the country.

Waiting for launch day

Dozens of other companies applied for permits when the process started, so more approvals should arrive before the market officially opens. The long waiting period allows every approved brand to finish all technical and compliance requirements. Meanwhile, the former monopoly holder Veikkaus is also upgrading its systems to prepare for open competition.

What punters should expect

Punters will soon have access to multiple licensed alternatives once the legal market finally opens its doors. The presence of experienced international operators should improve odds quality and promotional offers across Finnish sportsbooks.

What it means for a bet

Punters in Finland will soon have regulated choices outside the state monopoly.

Carry on from here

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