Finland’s iGaming reform signals new era for instant casinos and Pay N Play

Finland is on the verge of ending its gambling monopoly, with a draft bill aimed at opening up the gambling market sent to the European Commission for review. This proposed legislation is set to transform Finland’s iGaming landscape, currently monopolised by Veikkaus Oy, by allowing multiple operators to obtain licences. This new policy would align with broader European trends favouring regulated, multi-operator markets over state monopolies, positioning Finland as the latest EU country to embrace gambling reform. It would also impact Pay N Play and instant casinos.

Towards a competitive market

For years, Finland’s gambling landscape has been synonymous with Veikkaus, the state-owned company holding exclusive rights to operate casino and betting services. However, as demand for online gambling grows and Finnish players increasingly seek offshore options, the Finnish government has recognised the need for a more open and competitive market. The goal is to deter residents from gambling on unlicensed platforms while generating more revenue domestically. The legislation, if approved, will establish a licensing framework for online casinos, sports betting, and software providers, with the first licences expected to be available in early 2026. This regulatory overhaul is expected to come into full effect by 2027, the same year Veikkaus’s exclusive rights would expire, ending the monopoly era.

The rise of instant casinos and Pay N Play in Finland

One of the most notable trends in Finnish iGaming is the popularity of Pay N Play or “” models, which allow users to skip traditional registration processes and start playing instantly by verifying their identity through online banking. Finnish players have become accustomed to the convenience of these no-account casinos, which do not request sensitive details like home addresses or credit card numbers, reducing barriers to entry. With the potential regulatory changes on the horizon, the future of this casino model is uncertain. The new bill introduces the possibility of requiring KYC (Know Your Customer) checks, meaning instant casinos may face additional compliance requirements. This could be a significant adjustment, though the Finnish government aims to keep the flexibility of Pay N Play options intact, with BankID potentially continuing to serve as a verification tool.

Finland’s new regulatory framework for Pay N Play casinos

Finland’s shift toward a multi-licensing regulatory approach seems to be a welcome development.

Licensing and compliance requirements

The bill proposes that casino and sportsbook operators apply for licences in early 2026. Game suppliers will also apply for software provider licences starting in 2027. However, tax rates for approved online casinos are still unclear. Operators and game suppliers will pay an annual fee to a new supervisory authority to replace the National Police Board.

Key restrictions and customer protection

The proposed bill has a few controversial clauses. It outlaws gambling advertising on social media platforms and affiliate marketing or “third-party marketing.” It also proposes a ban on casino bonuses to promote responsible gambling. Meanwhile, the bill will protect vulnerable players by proposing a national self-exclusion system. Countries like Denmark, Sweden, and the UK have similar schemes.

Pay N Play and its upcoming challenges

Pay N Play casinos use players’ BankID details to eliminate the registration and verification processes. Here’s how to start playing:

• Find a Pay N Play casino, then click “Deposit & Play.”

• Select an online banking method like Trustly or Zimpler.

• Choose a deposit amount, then select your preferred bank.

• Log in with your BankID to deposit and play.

Withdrawals are even easier at instant casinos. Click the “Withdraw” button at the cashier, then select Trustly or any similar payment method. Specify the amount and withdraw your winnings.

Balancing ease with regulation

The new regulation may require instant casinos to perform KYC checks, leaving them in a catch-22 situation where they must be regulatory-compliant while satisfying players. Fortunately, the new law doesn’t bar operators from using BankIDs to verify players. We expect the tradition to continue.

Lessons from the Netherlands

There are many similarities between Finland’s new regulations and the Netherlands.

The Dutch approach to no-account casinos

In October 2021, the Netherlands opened its iGaming market after approving the KOA (Remote Gambling Act). The law introduced a new regulator, Kansspelautoriteit (KSA). It also ushered in an updated version of Crunks, the national self-exclusion scheme.

Trends and search volume for the terms

Marketing and bonus restrictions in the Netherlands

In July 2023, the Dutch government banned gambling ads in public places and media channels. Earlier this year, KSA also banned cashback bonuses after multiple operators breached this regulation. The regulator argued that such bonuses encourage risky behaviours.

Comparisons with Finland’s new regulatory model

	Finland	The Netherlands
Minimum Age	18 years	18 years
Self-Exclusion	Yes	Yes
Licensing	Annually	Annually (€48,000)
Affiliate Programme	No	Yes
Bonus Restrictions	Yes	No (only cashback)

The future of instant casinos in Finland

Increased compliance costs

Instant casinos will most certainly pay an annual fee and taxes to operate in Finland. This might hinder them from providing the big incentives (if allowed) that Finnish gamers are used to. Frequent fines for regulatory breaches could also lead some operators out of the market.

Competitive landscape and player appeal

Casinos will need to adjust to the new regulations quickly. The good news is that they will likely thrive as Finnish players seek more secure and convenient experiences. Norway is now the only EU country with a state monopoly. That could also end after the Conservative Party urged the government to follow in Finland’s footsteps in September.

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