Hippos atg secures licence for the new finnish betting market

Hippos ATG joins Wildz Group by announcing a Finnish gambling licence ahead of the July 2027 market opening.

Written by the BettingEdgeHub desk, 20 October 2026

Finland is ending the state monopoly held by Veikkaus to open a competitive online betting and casino market. The change takes effect on 1 July 2027. Operators are currently lining up for official approval from the National Police Board.

Second brand to announce approval

Hippos ATG Oy stated on 19 October 2026 that it received a gambling licence. The business is a joint venture between Swedish operator ATG and the Finnish trotting association Suomen Hippos. Wildz Group previously announced its own clearance on 15 October 2026.

What the new permits cover

The approved application allows Hippos ATG to offer horse racing bets, sports betting, and online casino games. The company filed its paperwork in March 2026 and spent months preparing compliance systems. Officials have not yet published the full list of all approved operators.

Profits and racing support

Suomen Hippos holds a fifty percent stake in the joint venture alongside ATG. Profits will be split so that sixty percent returns to Finnish horse breeding and racing. ATG brings decades of operational experience from Sweden and Denmark to the partnership.

Strict rules before launch

Holding a licence does not mean operators can accept bets immediately. Companies must complete technical integrations and connect to the official supervision system before going live. Marketing and live operations will not start until the market officially opens.

What it means for a bet

Bettors in Finland will soon have regulated access to horse racing and sports betting through new private operators.

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