Finland vs Sweden iGaming Trends (2025–2026) – What Players Choose and Why

Why This Comparison Matters

Even though Finland and Sweden are both Nordic countries, their gambling frameworks and consumer behaviour differ significantly. Sweden reformed its gambling market with a licensing system back in 2019, while Finland has operated under a monopoly model so far, which is expected to open to competition in 2027.

This comparison helps explain which games and services work in each market today — and what is likely to matter in the coming years. The guide benefits both players and operators: players get insights into popular game types and safety, while operators get practical guidance on how to align strategy with regulation and customer expectations.

Two “Nordic” Markets, Two Very Different Realities

Sweden is one of Europe’s most mature and tightly regulated iGaming markets. Its licensing system is well established and consumer protection is a clear priority. Finland, by contrast, is digitally advanced, but long-term monopoly control (Veikkaus) has limited competition.

From 2027 onward, Finland will shift to a competitive licensing model, but until then many players have actively used offshore services. Because of these differences, game selection and marketing approaches can vary a lot between the two countries.

Who This Guide Is For

This comparison is useful for both players and operators. Players learn which game types and brands are popular in Finland and Sweden — and why. Operators (and their marketers) get insight into how demand and regulation shape strategy in each market.

Key takeaways include how to localise properly, which game categories to prioritise, and how to communicate responsible gambling measures effectively in different regulatory environments.

Market Snapshot (Quick Overview)

Finland in Brief

Finland’s gambling market has traditionally been shaped by a strong monopoly model, where Veikkaus has controlled games and funded parts of the public ecosystem. The overall market has grown steadily: total 2025 gross gaming revenue is estimated at around €2.4 billion, with roughly 65% coming from online play.

The global growth of online casinos and sports betting is also reflected in Finland: according to Finngambler estimates, the share of online gambling continues to increase. A large share of Finnish players are mobile-first, and the most popular products still include simple slot-style games and lottery formats — historically played offline as well (for example, at kiosks).

Sweden in Brief

Sweden’s annual iGaming market revenue is significantly larger than Finland’s: estimated at around $2.2 billion (about SEK 28 billion) for 2025. Since re-regulation in 2019, the market has remained strong and online-focused — online gambling is estimated to account for over 60% of total gambling activity.

Dozens of licensed casino brands and sportsbook operators are active in Sweden. The market is safe and transparent, and authorities closely track key metrics such as the “channelization rate” (how much gambling happens on licensed sites). TV advertising and bonus messaging are heavily restricted, and players are guided by responsible gambling frameworks such as the national self-exclusion system (Spelpaus).

What “Popular” Means Here: Traffic, Sessions, and Searches

When this guide talks about popular games and brands, it refers to both direct player behaviour (for example, sessions played and betting activity) and external demand signals such as search volumes and the broader impact of new releases.

For slots, “popularity” can be measured through page traffic, in-lobby performance, and brand visibility via search comparisons. In other words, the guide is not only about “top 3” titles — it focuses on which categories and features consistently capture attention in each market.

Regulation Shapes Everything

Sweden’s Licensing Model

In Sweden, gambling operators must hold a Swedish license and comply with strict regulations. For example, a license holder can offer a bonus only to new players — meaning one welcome bonus per player. Once used, that’s it: ongoing bonus campaigns are not allowed.

Marketing is also tightly controlled: it must not target minors, direct advertising is restricted, and TV/radio campaigns are monitored. Sweden also uses a central self-exclusion register called Spelpaus, where anyone can register to block access across all licensed operators.

In addition, players (especially online) must set mandatory loss and deposit limits for daily, weekly, and monthly periods — further reinforcing Sweden’s strong responsible gambling approach.

Finland’s Big Shift: From Monopoly to Licensing

Finland is moving toward a new gambling model. The President confirmed the updated Lotteries Act in January 2026, and the reform will gradually end Veikkaus’ monopoly.

Online slots, casinos, and sports betting will open to competition when the licensing regime enters into force on 1 July 2027. Applications for licenses can be submitted starting in March 2026. Game software providers will also need to be licensed in Finland after 2027.

Responsible gambling requirements will tighten: the age limit remains 18, player identification will become more robust, mandatory deposit limits will apply, and a central “time-out” / exclusion system will be introduced. The goal is to reduce harm and increase channelization — keeping players within regulated services rather than unlicensed alternatives.

What This Means for Operators

In Sweden, operators are already used to strict standards: competition is built on trust and safety. Customers expect clear responsible gambling messaging and high service quality rather than constant bonus offers.

As Finland moves toward a competitive licensing market, similar precision will be required. Operators must invest in a local-first approach: offer game content that fits Finnish preferences (familiar slots and jackpots), fast local payment methods (for example, Trustly and Siirto), and clear communication around RTP and responsible gambling tools.

Marketing must include credible responsibility messaging: Finnish players value transparency and player limits, and Swedish audiences are used to fully regulated ad formats. Operators therefore need to meet both technical requirements and tone-of-voice expectations in line with each country’s legislation.

Player Preferences and Trends

Slots: The Default Entertainment Choice

In both markets, slots are by far the most popular game type. In Finland, slot-style games are valued for accessibility and familiar themes. Players often look for progressive jackpot games with the potential for very large wins.

In Sweden, slots hold an equally strong position — most players spend their time on slot titles. Swedish favourites still include classics like Book of Dead and Mega Moolah. In terms of product presentation, Swedish operators often emphasise mobile experience: a mobile-friendly site and strong “new games” visibility in the lobby.

What both markets share is that players quickly recognise popular mechanics (free spins, bonus games, feature-rich formats) regardless of the title.

Live Casino: Trust, Routine, and Longer Sessions

In live games, both Finnish and Swedish players look for authenticity and a social experience. In Sweden, live casino has grown as players value the chance to interact with real dealers and play longer sessions similar to land-based casinos.

In Finland, live casino is also popular, particularly among more experienced casino players. Research and local market commentary often link live casino interest to the immersive experience. Sweden has also seen younger audiences increasingly shift toward live formats, as game-show style content feels like authentic entertainment.

In both countries, the appeal of live games is supported by fast deposits and a sense of security — players want to focus on gameplay without friction.

Sports Betting: Calendar Differences and Peak Moments

In sports betting, cultural and geographic differences show up clearly. In Finland, ice hockey, motorsports, and winter sports attract broad engagement. In Sweden, popular betting interests include ice hockey, football, and national horse racing.

In Sweden, around 20% of adults participate in betting regularly, and major football tournaments visibly impact betting activity. In Finland, younger audiences — especially men under 30 — are highly active in live betting.

In both markets, peak sporting events such as the Olympics or the Ice Hockey World Championship drive traffic spikes. Platform preferences also differ: in Sweden, ATG (horse betting ecosystem) is a major player, while Veikkaus has historically dominated domestic sports betting in Finland.

Lotteries and Scratch Cards: The State Legacy Still Matters

In both Finland and Sweden, the legacy of state-led lottery products remains visible. In Finland, traditional lottery and slot-style products (including online versions) remain popular, and many new players start with low-friction scratch-card style games.

Sweden also has a strong “surprise win” tradition: Svenska Spel runs lotteries and similar products that represent stability in the portfolio. For example, Sweden saw revenue from lottery tickets and offline slot activity grow by 10.2% in Q2 2025 to SEK 1.42 billion.

This shows that even as digital casino grows, traditional state products remain meaningful — especially among older segments and in charity-linked contexts.

“Player Culture”: What Finns and Swedes Actually Prefer

Volatility and Play Style (Steady Play vs Chasing Big Wins)

Finnish players are often associated with persistence and long-term focus — they tend to value games that feel strategic and sustainable. Culturally, “sisu” (grit) can also be reflected in play style: many prefer lower-volatility games where the bankroll declines more steadily.

Swedish players may be more inclined to chase bigger jackpots, partly because licensed-market services have historically highlighted large bonus moments and feature-driven excitement. In both countries, popular mechanics (free spins, bonus rounds, special symbols) are recognised instantly.

Both markets are also strongly mobile-first: players expect their favourite games to run smoothly on phones and tablets.

Mechanics That Work in Both Markets

Players on both sides appreciate familiar game structures. Free spins, bonus games, and progressive jackpots perform well in both markets.

Live casino features such as fast re-deal functions in blackjack or fun prize rounds (wheel-style mini-games) also translate well across cultures. Swedish demand for live casino and innovative slot mechanics was strong even before the pandemic, and Finland is following similar trends.

A common theme is clarity: game providers in both markets build around recognisable themes and straightforward rules so players can understand the experience quickly.

Local Habits: Language, UI Expectations, and Patience

Language and UI design are critical in both markets. Finnish and Swedish language versions are required, and players are more likely to read and react to copy.

Finnish audiences are used to clean, minimal design — too much visual “flash” can feel overwhelming. Swedish audiences may be slightly more open to colourful design, but Swedish language (svenska) is non-negotiable for local customers.

Payment preferences also differ: Finns often use bank identification and payment services like Trustly and Siirto, while Swedes rely heavily on Swish and bank-integrated Trustly. Both cultures value frictionless login and identity verification, but Sweden’s BankID integration typically enables access in seconds. Finland still requires operators to prepare for more traditional KYC flows.

Payments, Verification, and Speed Expectations

Fast Deposits and Withdrawals as the Baseline

Both Finnish and Swedish players expect transfers to be smooth and fast, especially on mobile. In Sweden, Swish is transformative: many players deposit instantly from a mobile wallet. In Finland, Trustly-style bank payments and transfers are standard, and players expect immediate balance updates.

In general, mobile deposits must be simple in both markets. If an iOS/Android app is available, it will cover a significant share of payment activity.

Verification Flows: Where Users Drop Off and How to Reduce Friction

In both countries, regulation requires strong identity verification and controls. In Finland, players have historically registered to Veikkaus using secure bank credentials, but a competitive market will require EU-standard KYC flows. In Sweden, BankID supports near-automatic verification.

Complex verification increases drop-off risk: Finnish operators must confirm identity before gameplay, which can slow registration. Operators can reduce friction through clear guidance and mobile-first verification integration.

Beyond verification, both Finnish and Swedish players expect withdrawals to be automated and fast — it’s a core part of perceived quality.

Marketing and Customer Acquisition

Sweden: Tighter Promo Rules → More Focus on Product and Brand

In Sweden, marketing is highly regulated and the focus is mainly on product quality and brand positioning. Instead of bonuses, licensed operators invest in website quality, mobile UX, and credibility. Easy login and clear terms are strong conversion drivers.

Because ongoing loyalty programs are restricted, operators highlight other strengths such as transparent RTP information or innovative game formats. All advertising must align with responsible gambling messaging: Swedish operators remind users about limits and Spelpaus, as required by law.

In practice, Sweden rewards long-term brand building with a calm tone and convincing product experiences rather than aggressive promotions.

Finland: How the Upcoming Licensing Model Changes the Conversation (and the Bar)

Finland’s move toward licensing will transform marketing. Historically, Veikkaus could advertise widely, but future marketing is expected to become far more responsibility-driven.

Operators should prepare for strict standards: targeted advertising and youth-friendly content will be restricted, and direct bonus campaigns will likely be prohibited or heavily limited. This raises compliance requirements significantly.

Early-stage licensed entrants will likely emphasise safety and trust to build player confidence in new brands. Instead of questionable promotions, the market will move toward highlighting game quality and responsible gambling tools.

Affiliate/SEO vs Paid Media: What Works and What to Avoid

In both markets, SEO and affiliate partnerships are powerful channels because they reach players through intent-based discovery. In Sweden, where direct advertising is restricted, SEO and affiliate sites become even more important for visibility without bonus-first messaging. The same applies in Finland, where organic discovery and influencer partnerships will matter.

Paid channels (TV, OOH) require caution: content must be compliant and responsibility-focused. In summary, claims like “best bonuses” should not be the centrepiece — instead, promote game quality and service experience.

Channelization and the “Offshore Flow”

Why Channelization Is a Big Topic in Sweden

Sweden has set a goal that 90% of gambling should happen on licensed sites. This “channelization rate” is a key regulatory KPI. Recent assessments suggest Sweden channelized around 85% of gambling in 2024, roughly a one percentage point drop from 2023. For online casino specifically, only an estimated 72–82% of activity was legal.

This indicates that while unlicensed play may not be the majority, it remains a significant share and a political concern. Sweden continues to debate how to reduce illegal gambling while keeping licensed products attractive enough.

Finland’s reform is driven by similar goals: improving channelization so that more Finnish players use regulated domestic services rather than unlicensed alternatives.

Finland’s Goal: Shift Play Toward Regulated Offers

Finland has long faced the challenge that a large share of active online gambling happens outside Veikkaus. Estimates suggest around half of Finnish online gambling spend already flows through foreign operators.

Reforms aim to address this by introducing stronger limits, identification, and central restrictions that help keep players within regulated channels. The government’s goal is to reduce offshore leakage and ensure that operators serving Finland hold licenses and follow new responsibility requirements.

In this sense, Finland is adopting best practices from other markets: channel as much play as possible into controlled domestic regulation.

What Operators Should Do in Each Country

Finland Checklist (Game Portfolio, Payments, Trust Signals, Localisation)

Game selection and game info: Offer familiar games and features Finnish players recognise. Slots and live casino should be core, while also considering Finnish “heritage” preferences (for example, lottery-style content). Communicate RTP clearly in Finnish.
Payment methods: Integrate strong local payment options. Trustly, Siirto, and other Finnish services are popular. Ensure deposits and withdrawals are instant. Speed and reliability are competitive advantages.
Trust signals: Use Finland-relevant trust markers: clear player tools, responsible gambling features, and official licensing labels. Provide Finnish-language support and a minimalist design aligned with local taste. Promote permitted features (limits, time-outs) openly.
Localisation: Provide a fully Finnish UI. Adapt phrasing and gambling terminology for the local audience. Offer local support and player limit tools with a Finnish mindset. In short: feel “at home” in Finland — it matters that the service feels genuinely local.

Sweden Checklist (Promo Expectations, More Responsible Marketing, Retention)

Promo practices: In Sweden, players expect a single welcome bonus. Focus on building a strong product experience and credible brand. With bonus limits, highlight other value points (for example, experience quality or transparent game info), staying within restrictions.
Responsible marketing: Follow Swedish restrictions carefully. Avoid content that could appeal to minors. Communicate responsibility clearly — remind players about Spelpaus and limit tools. A calm, moderate tone matters; overly aggressive campaigns are a poor fit.
Retention mechanics: Swedish users expect responsible guardrails from day one, including required deposit/loss limits. Ensure these flows work flawlessly. Retention must remain compliant — avoid “bonus-first” reactivation tactics and keep messaging responsibility-aligned.

Shared Best Practices (Mobile Performance, Clear RTP, Responsible Tools)

Mobile-first performance: Both countries are mobile leaders. Ensure your site/app loads fast and scales perfectly on Android and iOS. Strong mobile UX increases retention.
Transparency in game information: Display RTP clearly. Players in both markets expect transparency around game maths and outcomes. Also provide user-facing summaries of deposits/losses where required (especially in Sweden).
Responsible gambling tools: Offer strong limits and time-outs. Players must be able to self-exclude or set daily/monthly deposit and loss limits. Support national exclusion systems (like Spelpaus in Sweden) alongside internal tools. Provide real-time reminders and links to support services. At Hipspin, “smart casino” means limits, breaks, and self-exclusion are always easy to find and activate.

Outlook for 2026–2027

Finland: The Runway to July 2027 (What to Prepare Now)

Opening the Finnish market requires early preparation. Structure your operations so regulatory requirements (licensing, taxation, responsible gambling programs) are met. Build a local team and a technical platform that supports identity checks and player history requirements.

Use the transition period to strengthen brand and SEO visibility — when competition opens, high-quality Finnish and Swedish content will separate top operators. Decide payment methods and fraud protection early and test mobile UX thoroughly. The better these elements are before launch, the stronger your position in Finland’s fast-growing online player base.

Sweden: Expected Pressure Points

Sweden has been stable, but future pressure is building. Regulation is being reviewed, including new measures to fight illegal gambling. Offshore share remains a concern: if licensed sites are not competitive, players will continue to use foreign services.

Advertising enforcement may also tighten, adding pressure to communicate even more responsibly. Profitability is another challenge: the tax rate increased to 22% in 2024, which can impact operator margins and potentially odds/offer structures.

Leading operators are expected to push into areas like esports betting and new formats to remain attractive. Overall, both Sweden and Finland are searching for balance between innovation and player protection over the next few years.

Frequently Asked Questions

Which market is more competitive for an online casino?

Right now, Sweden is clearly more competitive because its licensing system has been active for several years. Dozens of brands compete for the same customers, and product categories compete for attention. Finland, as it opens, will likely see many international entrants competing against Veikkaus.

In the short term, Finland may feel easier because monopoly dismantling creates space. Over time, competition will intensify. Sweden already faces higher pressure because each licensed operator must stand out through portfolio and UX rather than promo-heavy tactics.

Are bonuses equally important in Finland and Sweden?

In Sweden, bonuses are highly restricted: operators can offer only one welcome offer per player. Swedish players are therefore used to receiving one bonus and then evaluating other benefits.

Finland’s future licensing details are not fully final, but marketing is expected to be tightly regulated. Finland is likely to emphasise quality and tone over bonuses. In practice, Finnish players may still value a welcome offer, but operators will need to promote other strengths (game selection, payments, responsible tools) just as strongly.

Which games should operators prioritise for Nordic markets?

In summary: slots are the cornerstone in both markets due to simplicity and availability. Live casino is also a must-have because both audiences value real-dealer experiences in real time. Sports betting should be built around nationally important sports (Finland: ice hockey and motorsport; Sweden: ice hockey and football).

It’s also useful to include some lottery or scratch-style products for lower-friction segments. And above all, invest in mobile: both markets increasingly play on phones. In short: anchor on established slots, live games, and local sports — with a mobile-first approach.

Summary

Regulation: Sweden has a long licensing history and strict rules (one bonus, Spelpaus, mandatory limits). Finland is moving to a licensing model starting in 2027.
Market size and competition: Sweden is larger and more competitive today, with more operators and higher spend. Finland’s opening is likely to narrow the gap over time.
Player culture: Finns tend to value long-term play and technical quality, while Swedes adopt new trends quickly and expect a modern mobile UX. Both value responsible tools and trusted payments.
Bonus environment: Sweden allows only one welcome bonus. Finland may be more flexible in the future, but both markets are moving toward responsibility-led messaging.
Channelization challenge: Sweden’s channelization is ~85% and regulation continues to focus on illegal play and marketing. Finland’s reform is largely driven by the goal of keeping players within legal channels.

3 Simple Next Actions (By Stakeholder Type)

For established international operators: Prepare early for Finland’s licensing process. Build language versions and add Finnish payment methods now to capture the July 2027 opportunity. In Sweden, keep your license compliance strong (Spelpaus integration, logging, responsible UX) and stay audit-ready.
For newer operators: If Finland is the target, define your operational structure immediately (local support, customer service, compliance workflows). Expand into Sweden only when your brand is ready for strict regulation. In both markets, invest in fast, user-friendly mobile UX.
For affiliates and marketers: Focus on content marketing and SEO. Provide guidance on gameplay and responsibility instead of filling pages with exclusive bonus offers. In Sweden, highlight trust and credibility; in Finland, emphasise local tailoring. In both markets, loyalty grows when users find accurate game and responsibility information in one place.

Closing note: Finland and Sweden differ in regulation, game portfolios, and player culture — but in both, mobile experience and responsible gambling are top priorities. This guide covered the five most important differences and concrete actions operators can take in each market. Remember localisation (language, payments, visual style), responsible tools, and the expectations of players on both sides of the border.