Finland's 2027 Gambling Market Just Got Its Second Big Name

Dr. Annelies De Vos · 2026-10-20

Finland is about to shake up its gambling landscape, and the pieces are falling into place. Hippos ATG Oy just announced it has secured a five-year gambling licence, making it the second operator to publicly confirm approval ahead of the regulated online gambling market opening on July 1, 2027. This isn't just another licence—it's a signal that the Nordic gambling scene is evolving fast. ### Who's Behind Hippos ATG? Hippos ATG Oy is a joint venture between Swedish gambling operator AB Trav och Galopp (ATG) and Finnish horse racing association Suomen Hippos. Together, they plan to offer horse racing betting, sports wagering, and online casino games. It's a natural fit: ATG brings decades of experience in horse racing and sports betting, while Suomen Hippos knows the local racing culture inside out. The announcement follows Wildz Group's confirmation of its Finnish licence on October 15. So now we have two operators officially in the starting blocks, with more likely to follow. The countdown to July 2027 is on. ### Why This Matters for Finnish Players For years, Finland's gambling market has been dominated by a state monopoly. But that's changing. The new regulated market aims to open up competition, giving players more choices and better protections. Hippos ATG's entry means horse racing fans and sports bettors can look forward to a familiar, trusted brand stepping into the regulated space. > "The licensing of Hippos ATG is a clear vote of confidence in Finland's new regulatory framework," said an industry analyst. "It shows that established operators are ready to invest in a transparent, well-regulated market." And let's not forget the online casino angle. With Hippos ATG planning to offer casino games, the competition for players' attention is about to heat up. That usually means better bonuses, more innovative games, and a stronger focus on responsible gambling. ### What's Next? The Finnish gambling authority is expected to process more licence applications in the coming months. Wildz Group and Hippos ATG are just the first movers. If you're a player in Finland, keep an eye on these developments—the market is about to get a lot more interesting. - **July 1, 2027**: The regulated online gambling market opens. - **Hippos ATG**: Five-year licence secured; will offer horse racing, sports, and casino games. - **Wildz Group**: First to confirm licence on October 15. In short, Finland's gambling future is taking shape, and it looks competitive. Whether you're into horse racing, sports betting, or casino games, the new era promises more choices and a safer environment. Stay tuned—this story is far from over.