Finnish gambling operator Hippos ATG Oy has secured a licence to offer horse racing betting, sports betting, and online casino games when Finland opens its regulated gambling market to competition on 1 July 2027.
Announced on Monday, the approval marks a milestone for the joint venture between Swedish betting operator AB Trav och Galopp (ATG) and Suomen Hippos, Finland’s national organisation for harness racing and horse breeding.
The company plans to launch its betting products on the first day of the new licensing system. However, it cannot offer gambling services under the licence before the market opens in July 2027.
ATG and Suomen Hippos each own 50% of the company. The partnership brings together ATG’s experience in betting and online gaming and Suomen Hippos’ expertise in Finland’s horse racing sector. ATG has been operating in Sweden since 1974 and entered the Danish market in 2019.
Hippos ATG Chief Executive Officer Mikael Bäcke said the company had devoted considerable resources to establishing its Finnish operations in line with the new legislation. Preparations include developing procedures for responsible gambling, anti-money laundering, information security, technical compliance, internal controls, risk management, and corporate governance.
The licence comes as Finland prepares to open parts of its gambling market to private operators under a new Gambling Act, which is scheduled to take effect largely on 1 July 2027.
The reform will end state-owned gambling operator Veikkaus Oy’s exclusive rights in sports betting, online casino games, online slots and online bingo. Veikkaus will retain its monopoly over lotteries, scratch cards, physical slot machines, and land-based casino games.
Finland’s Ministry of the Interior has said the reform aims to bring more gambling activity under national regulation and supervision while strengthening measures to prevent gambling-related harm.
The National Police Board began accepting gambling licence applications on 1 March 2026 and will handle licensing during the transition. Its responsibilities will transfer to the Finnish Supervisory Agency in July 2027, when the new market opens.
By 22 September, the National Police Board had received 75 gambling licence applications, up from 50 in June, reflecting growing interest from operators preparing to enter the Finnish market.
Hippos ATG also plans to support Finland’s horse racing and breeding industries through its profit distribution model, under which 60% of profits are earmarked for the two sectors, according to the company.
With the licence secured, Hippos ATG will focus on completing its operational preparations before the market opens. Its entry will place it among the first operators seeking to compete under Finland’s new regulatory framework.
