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How Finland Became an Online Gambling Powerhouse
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.
Burendo
Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms
Tom Walton, Director at Burendo, shares how the technology consultants are helping European operators squeeze more value from their existing technology by taking inspiration from US market leaders.
Established European markets have long been at the forefront of betting technology and regulation, yet leading operators across the Atlantic are increasingly pushing the envelope on user experience, product development and market agility. Major sportsbooks such as DraftKings and FanDuel have the deep pockets to build flexible proprietary technology, outpacing smaller rivals, while many European operators continue to rely on cookie cutter legacy technology that struggles to resonate with customers.
Setting the pace in the US
The rapid success of market leaders like DraftKings and FanDuel has not only redefined the US sports betting landscape but highlighted key lessons in user acquisition and innovation. One of the major differentiators between the US giants and smaller European operators is their ability to invest in and build their own technology tailored to the demands of modern sports bettors.
FanDuel’s SGP+ feature offers a new layer to the betting experience by combining multiple bets from the same game with more bets from other games in one parlay. At the end of 2024, ESPN Bet announced an account linking feature that allows bettors to seamless switch to watching live sports, in turn helping the operator to better curate custom bets as the technology tracks their viewing preferences. In the same vein, DraftKings’ Sportsbook+ subscription service, launched in January 2025, allows subscribers to access better odds on parlays for $20 per month, and is the first of its kind. While same-game parlays and streaming also enjoy significant success in Europe, the Americans are leading the way with heavy promotions, marketing, and specialised technology designed to disrupt the market. The advantages are clear – bigger US operators with more financial power can offer customers a seamless, mobile-first experience that is tailored to their needs. They have the flexibility to take bigger risks and innovate rapidly, without being tied to technical limitations of outdated infrastructure. While their wall-to-wall advertising and marketing budgets are ahead of the game, their technology is equally as important to their success.
In Europe, operators may strive to build their own platforms but come up against a series of hurdles. Financially, it is a major undertaking and without the technical expertise, could lead to missteps. This is where Burendo can step in. Our consultancy team partners with operators to identify key opportunities for leveraging existing technology, helping them to innovate and scale in a cost effective and risk-mitigated manner.
We understand that near-identical user interfaces that offer similar player journeys to competitors cannot drive meaningful growth. For many operators in the UK and other regulated European markets, it can seem daunting to introduce entire new systems. However, transforming legacy platforms is not as overwhelming as it may appear. By streamlining processes and leveraging handpicked solutions and technologies, Burendo enables its clients to squeeze more value from their existing platforms and craft compelling experiences. We empower them with the skills to continuously improve long after our engagement, ensuring their systems remain adaptable in an ever-evolving market.
Innovation without breaking the bank
Technological improvements do not require a large budget. Operators can uncover real value by working with our expert teams, who leverage more than 40 years of combined experience in highly regulated markets, to deliver cost-effective, impactful solutions that prioritise long-term success over short-term fixes. Whether optimising an existing platform or introducing new features and capabilities, the goal is always to deliver measurable improvements that are built for the future.
Through our tailored approach, operators can innovate affordably, unlocking the power of their existing systems without the need for a complete overhaul. We help European operators bridge the gap between legacy systems and the innovation driving success in America. With our expertise of transforming sportsbooks, we can reinvigorate platforms without complexity or high costs commonly associated with changing provider or building sportsbooks from scratch.
The post Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms appeared first on Gaming and Gambling Industry in the Americas.
Birmingham City Football Club has announced leading British betting operator Coral as its Official UK Betting Partner.
Coral, owned by Entain, has signed a multi-year partnership with the club that will run through to the end of the 2027/28 football season. Coral will look to use the new partnership to reward and entertain Birmingham City supporters with a range of engaging content and activation activities. These will include acting as the official goal sponsor, collaborating on the Fan Park ahead of match days and providing fans with once in a lifetime experiences.
The deal will also see Coral branding pitch-side on the Club’s new digital screens and perimeter boards at St. Andrew’s @ Knighthead Park.
Birmingham City Chief Executive Officer, Jeremy Dale, said: “We are thrilled to welcome Coral onboard as the latest partner to join us on our exciting journey. In Coral, we are entering a partnership with a brand which puts the customer at the heart of its operation, something we care deeply about here at Blues with our supporters.
“We are aligned on our values and share a burning ambition to deliver an excellent product which our supporters can be proud of. This isn’t a journey we will go on alone and we are delighted that Coral has chosen to embark on this adventure with us. We love the focus on fans from Coral so it was very simple to build a programme that we both embraced.”
Charlotte Emery, Chief Marketing Officer for Coral (Entain UK Brands), said: “Having made the decision to return the Coral brand to football, it was key we partnered with a club that not only has a similarly long history to our own, but is also looking firmly to the future, with a long-term plan for success.
“Most importantly, we wanted to work with a club that shares our passion to put the fans first. We know Birmingham City FC and its fans are on a great journey, and we are thrilled that Coral will be here for that journey every step of the way.”
The post Coral Becomes Birmingham City’s Official UK Betting Partner appeared first on European Gaming Industry News.
OddsMatrix, EveryMatrix’s sportsbook and odds feed business, has further enhanced its premium sports content offering by partnering with micro-markets provider Kero Gaming.
The collaboration will see OddsMatrix integrate Kero’s suite of traditional and contextual football led micro markets into its sportsbook and feed coverage, with basketball, baseball, and American football to follow later this year.
These rapid micro-markets will broaden OddsMatrix’s coverage of 170,000+ monthly live betting events and 650+ bet types across its ‘always-on’ sportsbook.
Kero content will supplement OddsMatrix’s existing multi-sport Fast Markets product offering sportsbook and odds feed customers real-time, instant betting options across a variety of individual game moments.
By blending its proprietary Fast Markets with Kero’s micro-betting output, OddsMatrix will further empower its growing, global tier-1 client base with a differentiated and dynamic live betting offering.
Tor Skeie, CEO, OddsMatrix, said: “Integrating with Kero Gaming adds another layer to our comprehensive premium sportsbook and feed coverage.
“Kero have been fundamental figures in the growth of micro-betting and we are thrilled to integrate their content into our ‘always-on’ sportsbook.
“We’re passionate about empowering our loyal customers with technology, tools and content that enable them to differentiate, and this partnership will help support that goal.”
Tomash Devenishek, CEO, Kero Gaming, said: “Collaborating with EveryMatrix is a natural fit for Kero, as both companies share a commitment to delivering best-in-class solutions for operators and bettors alike.
“This partnership enables us to integrate our cutting-edge micro-betting technology with EveryMatrix’s powerful platform, creating new opportunities for engagement and excitement.”
The post OddsMatrix grows micro-market coverage with Kero Gaming integration appeared first on European Gaming Industry News.
Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms
Coral Becomes Birmingham City’s Official UK Betting Partner
OddsMatrix grows micro-market coverage with Kero Gaming integration
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