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How Finland Became an Online Gambling Powerhouse

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4 years ago

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Finland is popular for many reasons. First, it is the happiest country in the world. It has the cleanest air and the best education system. Other attractions include its reindeers, thousands of lakes, and the Santa Claus Village.

On the surface, Finland doesn’t seem ideal for an online gambling revolution. However, the country has grown into a powerhouse over time. It is bustling with opportunities for both online casino fans and operators. Here are a few reasons why the region has been so competitive.

1.     Variety of Options

The number of land-based casinos in Finland is limited. While this may seem like an issue, it actually fuels the online market. All of the country’s land-based casinos are managed under a state-owned monopoly. Therefore, the number of operators is limited. It is no surprise that betting fans are turning to online casinos.

Online casino operators don’t have to deal with any harsh restrictions. Therefore, there is a much wider variety of online casinos for Finnish players. International operators love the Finnish market and are happy to invest in it.

The economy is buoyant, and the government doesn’t impose many restrictions, even for casinos that are physically based elsewhere. Many Finnish-based operators have already set up business in the country, hence giving local players more options.

2.     Change In Ethos

Finns have had a few concerns over the increased growth of online casinos in their country. While casino providers make profits, many were concerned about the issue of gambling addiction. There weren’t enough regulatory measures to protect such bettors.

However, regulations are now in place to promote responsible gambling. This was always an issue, but it became more obvious during COVID shutdowns. The industry continues to grow, and there are obvious efforts to improve the relationships between betting fans and online casino providers.

3.     An Adaptable Market

As the online betting audience continues easing away from desktop to mobile devices, Finland moves with it. In fact, the country has always been ahead of the game in that regard. In the last year, mobile casino playing has increased by ten percent.

Finn bettors remain adaptable in both online and offline markets. Their government is pretty relaxed about online gambling, and the people are always excited to try out new things.

Finland is generally forward-thinking, and most people support the idea that individuals are at liberty to make independent choices. The freedom to adapt as you wish has helped expand the market.

4.     Technological Advancement

Finland enjoys exceptional technological advancement. In fact, it is one of the leading European countries in regard to technology. Over 5.5 residents actively engage in some form of online gambling activities.

As a result,, the industry brings in two billion Euros every year. If things keep going as they are, the sum is likely to rise. All profits from state-owned facilities go to projects that profit the society including education and environmental research.

Since players know where profits from the online betting industry are going, they are excited to try out online casinos.

5.     Diverse Market

Finnish online gambling sites appeal to diverse markets. Poker games and video slots haven’t been accessible to players for a long time. However, they are now available in almost all online casinos.

Liberal regulations, an open-minded population, and a tech-savvy market have made it possible for online casinos to target wider markets. Being such a progressive country, Finland is expected to continue enjoying growth over the years.

6.     Active Encouragement

The Finnish government is actively encouraging its people to explore online casinos. It is known for its famous slang ‘A Finn always wins.’ This basically means that even if you lose, the money goes to projects that benefit the society.

This has helped Finns grow a betting culture that feels like a moral obligation. You will find slot machines everywhere you go; workplaces, cafes, shops, and gas stations. This is unique in European countries.

The government’s involvement in the industry may seem like a bad thing, but it is a double-edged sword that has helped the industry grow.

7.     Moving Online

The country launched its first online casino in 1996. Play Among Friends joined the industry in 2007. After licensing, the operators started offering reliable gambling and live casino options.

Being such an affluent country, Finland’s mobile technology is spreading fast. Everything is happening online, and people have embraced online shopping, online learning, and consequently, online shopping. Ownership of modern mobile technologies is increasing, and people have now shifted to mobile gaming.

8.     Outside Interest

Although the state prohibits foreign suppliers from marketing within its populace, it allows access to international networks and sites. Therefore, many outsiders are interested in the Finnish online casino market.

In addition, Finland doesn’t have any laws preventing its citizens from playing at foreign sites. The country has a deep culture of personal choice, and it has made things easy for outside investors.

9.     The Country’s Love for Gaming

Finland has always loved gaming. It is one of the few countries in the world that have always had a natural love for online games, particularly slots and table games. In 2019, for example, the country’s biggest regulator recorded 13 million euros in revenue.

The gambling regulatory body reported that almost 50 percent of the adult population is actively involved in gambling. This doesn’t include those that subscribe to foreign casinos.

The Job Ahead

Even though Finland is already doing exceptionally well, it still has a challenge to overcome in the future. The biggest challenge is for the country to maintain its grip on the profits and progress. It must continue to support the gambling habits of the population to stay competitive.

Online casino providers have to stay ahead of the latest trends and promotions. They have to give players better bonuses and promotions. Since domestic providers are competing with big international companies, they have to step up. If they can no longer compete, revenue will decline.

Since the government mostly controls the industry, it requires extra effort to keep innovating. There are no indications that the government is going to change this system. However, it is probably going to affect neighboring countries.

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BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

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6 hours ago

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July 7, 2025

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BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Sacha McLaughlin to Vice President of Global Quality Assurance.

BMM’s President of Land-Based Gaming & Inspections, Kirk White, said, “Sacha has consistently demonstrated exceptional leadership, operational excellence, and a customer-first attitude. Her experience and passion will be critical as we continue to grow our QA services to meet the always-evolving needs of the global gaming industry.”

With over 18 years of experience in software implementation and seven years in the gaming industry, McLaughlin brings extensive knowledge of both agile and waterfall development methodologies, test planning, project management, and cross-regional team leadership. She is recognized for her ability to build and scale QA organizations that deliver quality, speed, and value to customers.

McLaughlin joined BMM in 2018 and has held roles of increasing responsibility within the Company, most recently serving as Senior Director of Quality Assurance. Throughout her tenure, she has been instrumental in expanding BMM’s QA capabilities and helping customers launch products into the global gaming market more quickly, with a focus on regulatory compliance, functionality, fairness, and security.

The post BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE appeared first on Gaming and Gambling Industry in the Americas.

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Eastern Europe

Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating

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6 hours ago

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July 7, 2025

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Reading Time: 2 minutes

 

“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.

On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.

“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.

A Simple Concept, a Powerful Impact

The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.

Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.

More Than Just a Run

It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.

“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.

“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”

“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”

“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.

Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.

Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.

The post Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating appeared first on European Gaming Industry News.

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Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

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7 hours ago

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July 7, 2025

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Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.

Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.

This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.

 

Highlights from the report include:

Top consumer apps are investing in interactive ads to compete for engagement

In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.

Playable ads deliver returns across ad budgets for mobile game advertisers

In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.

Tailoring “metaplay” elements to motivations can improve performance

“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.

UGC is becoming a key differentiator in driving scale for consumer apps

The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.

Widespread adoption of Gen AI leads to more customized ad experiences

Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.

Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”

Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”

The post Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps appeared first on Gaming and Gambling Industry in the Americas.

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