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

Dr. Annelies De Vos · 2026-10-20

Finland's gambling landscape is about to change in a big way. Hippos ATG Oy just confirmed it has secured a five-year gambling licence, making it the second operator to publicly announce approval ahead of the country's regulated online gambling market opening on July 1, 2027. This joint venture between Swedish gambling operator AB Trav och Galopp (ATG) and Finnish horse racing association Suomen Hippos is gearing up to offer horse racing betting, sports wagering, and online casino games. The announcement comes on the heels of Wildz Group's confirmation of its Finnish licence on October 15. ### Why This Matters for the Finnish Market Finland has long been an outlier in Europe when it comes to gambling regulation. For years, the market was dominated by a state-run monopoly. But now, with the market opening up, operators are lining up to get their piece of the pie. Hippos ATG's approval is significant because it brings together two powerful forces: ATG's expertise in betting and Hippos' deep roots in Finnish horse racing. Together, they could offer a compelling product that appeals to both traditional racing fans and modern online bettors. "This licence is a major step forward for Finnish horse racing and for the future of responsible gambling in Finland," said a representative from Suomen Hippos. "We're excited to bring a new kind of betting experience to Finnish players." ### What Can Players Expect? Once the market opens in 2027, Hippos ATG plans to roll out a range of options: - Horse racing betting, leveraging Suomen Hippos' extensive knowledge of the sport - Sports wagering, covering major domestic and international events - Online casino games, likely including slots, table games, and more The joint venture will face competition from other licensed operators, including Wildz Group, which has already confirmed its intention to operate in Finland. But with its unique combination of local heritage and international experience, Hippos ATG is positioning itself as a strong contender. ### The Bigger Picture Finland's move to a regulated online gambling market is part of a broader trend across Europe. More countries are abandoning monopolies in favor of licensing systems that allow multiple operators to compete. This typically leads to better offerings for players, improved consumer protections, and increased tax revenue for the government. For players in Finland, the opening of the market in 2027 can't come soon enough. They'll finally have access to a wider variety of safe, regulated gambling options. And for operators, the race is on to secure a spot in what could become one of Europe's most exciting gambling markets. As the countdown to July 1, 2027, continues, we'll be watching to see which other operators throw their hats in the ring. One thing's for sure: Finland's gambling scene is about to get a lot more interesting.