In a recent development, several industry stakeholders in Finland have expressed concerns regarding the draft player protection regulations announced by the Gambling Risk and Harm Assessment Group (GRHAG), established under Finland’s Ministry of Social Affairs and Health. The consultation, launched on January 30, invited feedback from industry participants until February 24, shaping the future framework of Finland’s gambling market.
A key element of the proposed regulations is the introduction of a unified, cross-operator loss limit register. This would restrict the total amount a player can lose across all licensed operators, rather than on an individual basis. Additional requirements include the implementation of player control tools—such as deposit, loss, and time limits—as well as features like cooling-off periods, play restrictions, and the ability to block certain functions in specific circumstances. However, these proposals have sparked concern among operators, who believe such measures could have unintended consequences. Their responses highlight fears that overly restrictive limits might push players toward unregulated sites, undermining the intended protective purpose.
SkillOnNet, which includes brands like PlayOJO, expressed that a strict cross-operator loss cap could encourage players to seek out illegal gambling sites. “A forcibly closed gaming account is always a negative customer experience,” the company noted. “Every time a customer is directed to look for a new gaming location, the risk of finding a site operating outside the system increases.” The operator emphasized that deposit and gaming limits should be considered within the broader context of the existing Gambling Act, which already establishes comprehensive regulations. They warned that rigid deposit restrictions, combined with the new legislation, risk pushing consumers outside the legal framework.
Wildz Group echoes these concerns, particularly regarding the impact on channelisation rates. The operator, managing the Wildz Casino brand, pointed to studies from Germany indicating that strict limits could decrease the proportion of gambling activity channelled through regulated operators to around 20-30%. “If similar restrictions were enforced in Finland without assessing their effect on channeling, a comparable decline could be expected,” Wildz warned. SkillOnNet further argued that overly stringent protection measures might backfire by discouraging players from using licensed operators, thereby increasing reliance on unregulated sites that offer no consumer safeguards. The company advocates for a more appealing regulated market—one that is safer, more straightforward, and more enticing for Finnish players than unlicensed alternatives.
The focus, they suggest, should shift toward enforcing compliance among existing licensees, ensuring they meet their duty of care, actively report issues, and uphold the restrictions chosen by players. Additionally, the flawless operation of Finland’s national gambling ban register should be prioritized. The company also noted that the decision to open up the market was partly driven by the fact that Veikkaus, the state monopoly, currently controls only 50% of the market share, with the remainder dominated by offshore operators.
Read also: Expanding African iGaming: Insights from SOFTSWISS and KingMakers at ICE Barcelona
A tiered intervention approach is also under consideration. This would involve continuous monitoring of player behavior, identifying risk indicators, maintaining records of player interactions, and responding accordingly. Furthermore, the GRHAG recommended identifying 18-24-year-olds as a “high-risk” demographic, warranting lower thresholds and stricter protections. The group also issued a caution against the reliance on AI and machine learning for harm prediction, citing concerns that these technologies are still “immature” and should not be the primary tools for safeguarding players at this stage.
As of now, SkillOnNet and Wildz Group are the only operators to have submitted formal feedback on the proposals. Any new player protection regulations will be integrated into Finland’s broader gambling legislation, which received approval in December. These rules will apply to all licensed operators in the market—set to open to more international operators for the first time. Operators can begin applying for licenses starting in March. Nevertheless, some of the more comprehensive safer gambling measures remain under finalization, with the market scheduled to launch in July 2027. Finland player protection
