Rahapelisanomat

Finland’s state-owned gambling operator Veikkaus could face an unexpected obstacle in securing its new gambling licences, potentially putting even Lotto, the country’s national lottery, on hold. The issue stems from a marketing ban imposed on Veikkaus in 2024. Under Finland’s new gambling legislation, the timing of the regulator’s assessment could determine whether the previous sanction affects the company’s licence applications. Although gambling lawyer Joonas Karhu considers a refusal unlikely, the consequences could be significant if Veikkaus failed to obtain the required licences before the new gambling system takes effect in July 2027. Read the full story on Rahapelisanomat. https://lnkd.in/dZjSDR33 Picture by Veikkaus mediabank.

Helsinki-based football club HJK has signed a 5.5-year sponsorship deal with Betsson, described by the club as the largest partnership in Finnish sports club history. The agreement covers both men's and women's teams and is set to begin in July 2027, subject to Betsson obtaining a Finnish gambling licence. As summer turned to autumn, gambling sponsorship deals have started to emerge across Finnish sports ahead of the country's new licensing system. Read more on Rahapelisanomat. https://lnkd.in/d2RkkCXw Picture by Lehtikuva.

Finnish entrepreneur in the gambling industry and high-stakes poker player Ossi Ketola has drawn growing attention in Finland this autumn. In September, the founder of crypto casino Duel organised a late-night event in Sastamala, promising to hand out up to €10 million. Since then, his public activity has increasingly moved beyond social media into real-world events and incidents, some of which have involved police or been linked to disruptions at public venues. When an entrepreneur is as closely associated with his gambling business as Ketola is with Duel, this kind of publicity does not necessarily remain personal. It also raises questions about the image such activity creates around the company and its brand. Our updated article looks at Ketola’s recent activities in Finland and the wider story behind them. Read more on Rahapelisanomat. https://lnkd.in/dFyz8pDh Picture by OssiClippers.

A Rahapelisanomat investigation has uncovered prohibited online casino advertisements on some of Finland’s largest news websites, including Iltalehti and Helsingin Sanomat. The advertisements appeared despite Finland’s strict gambling marketing restrictions, raising questions about the oversight of programmatic advertising. Rahapelisanomat contacted Bonnier News Finland for comment on advertisements appearing on one of its news websites. Read our investigation to find out how the company responded and what else our reporting revealed. https://lnkd.in/dZdNeAVv Picture by RPS screenshots.

Paf’s partnership with Formula 1 world champion Kimi Räikkönen is estimated to be worth around €1 million annually. But what makes a celebrity endorsement worth that investment? As Finland prepares to open its regulated gambling market, brand recognition and visibility are becoming increasingly important for operators competing for market share. According to Klaus Virkkunen, Research Director at Sponsor Insight Finland, sponsorship valuations depend on factors such as media exposure, audience reach, brand image and commercial usage rights. But visibility alone does not guarantee a return on investment. Our article examines the business logic behind Paf’s partnership with Räikkönen and how the value of such deals is determined. https://lnkd.in/djGF5ey2 Picture by Paf.

Paf’s partnership with Formula 1 legend Kimi Räikkönen raises a key question under Finland’s new gambling rules: where does sponsorship end and influencer marketing begin? In the latest Rahapelisanomat Podcast, Bird & Bird lawyer Pia Ek examines the partnership and explains why the legal distinction may be difficult to draw. Ek also discusses the restrictions on affiliate marketing and the uncertainty surrounding what qualifies as “moderate” advertising under the new legislation. For gambling operators, sponsors and marketing partners preparing for Finland’s licensed market, these questions have significant practical implications. Read more on Rahapelisanomat and watch the full podcast episode, also available with English subtitles. https://lnkd.in/d8gJdhag Studio host Wille Wilenius.