In Finland, revenue from advertising in the iGaming market may sharply increase
In July 2027, Finland will open its iGaming market to licensed operators. According to Omnicom Media Group Finland, this sector could become the second-largest in the country in terms of advertising revenue, following retail.
Analysts estimate that in 2027, revenue from advertising online gambling in Finland could exceed 100 million euros.
Growth is expected due to interest from operators: According to Helsingin Sanomat, by March 2026, 24 companies had applied for the first B2C licenses in Finland. Their entry is anticipated to increase competition and lead to larger marketing budgets.
However, Finland will enforce strict advertising restrictions in the iGaming market. For instance, companies will be allowed to advertise only their brands, not individual online games. Direct promotion will be permitted only among players who have given their consent, while telemarketing and influencer marketing will be prohibited. Furthermore, all advertising must include an age label of K-18.