The legislative reform project offers Finland the opportunity to transition to a licensed online gambling market, which promotes safer gambling, protects consumers, and supports local communities.

One country that has successfully implemented such a system is Denmark. The Danish Gambling Authority continuously emphasizes the importance of cooperation with gambling industry operators. Over the past decade, Denmark has maintained a stable and well-regulated market, with 90% of gambling directed towards locally licensed operators.

A functional system highlights the importance of safe gambling. The Danish model ensures that operators implement significant safer gambling measures, such as self-exclusion programs and real-time monitoring of gambling behavior. These help identify and support players at risk, thereby promoting a safe and sustainable gaming environment.

Gambling operators can also play a significant role in supporting local communities. For instance, Kindred’s Unibet brand and FC Copenhagen recently supported Pride by creating a unique FC Copenhagen jersey with the logo in Pride colors. The jerseys were auctioned off, and the proceeds were donated to a Pride organization.

Finland should encourage similar partnerships where operators participate in developing local sports and community initiatives. This would increase the social value of gambling sponsorship and strengthen community ties.

In the Finnish gambling market, Kindred Group aims for a leading position through our Unibet brand. Over 84% of our global revenue already comes from markets under various licensing systems, and with experience from 16 re-regulated markets over 25 years, we are committed to promoting a safe and responsible gaming environment where customers are guided to a reliable, licensed operator.

Finland’s transition to a licensing system is a unique opportunity to create a world-class regulatory framework. All stakeholders must work together to create and protect a thriving online gambling market that directs Finnish customers to locally licensed operators, offers a safe and reliable gaming experience, and supports society through active community engagement.