BlogDagmar 09.04.2025

The liberalisation of the gambling industry in Finland affects your marketing as well

At the beginning of 2027, Finland will move to the licensing market for the provision of gambling. As dozens and dozens of foreign operators start buying space and time from Finnish media, there will be growing media noise – as well as rising prices. Dagmar’s CBO Tomi Suojoki gives five tips on how to prepare for the change.

When the Finnish gambling market is liberalised, foreign gambling companies that own a licence will be allowed to advertise very freely in Finnish media. At the same time, the most important product of foreign gambling companies, the advertising of digital casinos, will also be liberalised.

Several dozen new players will appear on the Finnish advertising market overnight, and they are expected to invest more than 200 million euros a year in advertising.

And that’s not all: the same spring coincides with the Finnish parliamentary elections, which significantly increases the amount of advertising.

When the number of buyers of advertising increases drastically, the media are very tempted to raise prices. A larger number of buyers also means increased media noise, which in turn weakens the effectiveness of advertising.

Dozens of new advertisers will appear on the market overnight.
as a result of their large investments, the price of media will rise, availability will become more difficult, and the effectiveness of advertising will decrease due to increased media noise.

How to prepare for the change

1. Make sure your company’s management and board of directors are aware that a significantly larger marketing budget is needed for 2027.

2. Avoid large launches during that time period.

3. Think about what is the best environment for your brand when the market opens up to ensure sufficient visibility and distinction in the eyes of your target audience.

4. Think carefully whether you want to get involved in sports content. They are traditionally very important to gaming companies, so investments will be made in them.

5. Develop your own digital capabilities and take care of your own customer data so that you can also communicate directly with your customers interested in your brand and products/services, if necessary.

Do you need help preparing for changes?

Contact us, we will be happy to help!