ComeOn Group and newcomer SuomiVeto have both confirmed that they hold Finnish gambling licences, taking the number of operators publicly cleared for the country’s new competitive online market to four. Neither brand can take a bet or a casino stake in Finland yet: the licensed regime only goes live on 1 July 2027, when Veikkaus loses its exclusive grip on online casino and sports betting.
The pair join Hippos ATG and Wildz Group, which became the first company to go public with an approval earlier this month when it reported its Finnish licence ahead of the 2027 launch. The latest tally of four confirmed licensees was compiled by Gaming Intelligence on Monday.
EEG secures every licence it applied for
ComeOn’s owner, Swedish group European Entertainment Group (EEG), said in a statement dated 22 October that the Finnish National Police Board had granted all of the licences the subsidiary sought. They cover both online casino and sports betting. According to the group, ComeOn filed its applications on 2 March 2026, the day the application window opened, and it describes itself as one of the first operators to receive approval under Finland’s new Gambling Act.
Chief executive Itai Frieberger called the outcome “an important milestone” and said the group looks forward “to serving Finnish customers in a fully regulated environment from July 2027.” Chief financial officer Raffaele Amodio said: “Finland is a core part of our growth strategy.” He linked the licences to the group’s “continued commitment to the 100 per cent regulated revenue.”
EEG, which also owns the supplier Yggdrasil, Highlight Games and the affiliate business Game Lounge, said it will give further updates on its Finnish preparations through its regular financial reporting.
BetCity founders return with a Helsinki brand
SuomiVeto is a new operator set up for the reopened market by Melvin Bostelaar and Joey Singels, the founders behind Dutch operator BetCity.nl, which was later sold to Entain. The brand has already lined up its technology stack: Bragg Gaming is supplying the player account platform and casino content, while Kambi signed a long term deal in February to run a turnkey sportsbook for the Finnish launch.
“This licence is the beginning of an exciting new chapter,” said Bostelaar, who serves as chief executive. “From our home in Helsinki, we are putting everything in place to bring Finland something special from day one.” Singels added that the company was not set up “just to enter the market, but to become one of its leading gaming brands.”
A crowded queue at the Police Board
The approvals announced so far have come from the operators themselves rather than from a published regulator list, and many more decisions are still pending. Dozens of companies applied once the window opened in March, so further announcements are likely in the months before launch. For licensees, the period between approval and July 2027 leaves time to complete technical and compliance work before any customer can be served.
The reform also changes life for the incumbent. Veikkaus has been preparing to compete for the first time in its core online verticals, having moved its sports betting onto OpenBet’s platform ahead of the switch. With an established Nordic group and a founder led challenger now confirmed alongside Wildz and Hippos ATG, the shape of Finland’s first licensed field is starting to emerge.
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