Finnplay Managing Director Jaakko Soininen shares his perspective on iGaming regulated markets, offering insights into the complexities of operating in highly regulated jurisdictions. As the online gaming industry continues to expand, platform providers must navigate an intricate web of compliance requirements, licensing frameworks, and technological demands.
In this article, we explore Finnplay’s approach to tackling these challenges, leveraging its deep industry experience and cutting-edge platform technology to support operators in achieving success in strict regulatory environments. With a proven track record in multiple regulated markets, Finnplay provides the flexibility and compliance tools necessary for operators to stay ahead of evolving requirements.
From the Netherlands to Finland, we examine how Finnplay facilitates regulatory alignment, fosters industry collaboration, and ensures operational excellence for its partners.
user experience, increase engagement, and drive retention in a competitive landscape.
Navigating Regulated Markets with Finnplay’s Platform
As iGaming regulation evolves across Europe and beyond, operators face increasing demands for compliance, adaptability, and innovation. At Finnplay, we specialise in delivering flexible, market-specific solutions to ensure operators thrive in highly regulated environments. With over 15 years of experience in regulated markets, Finnplay’s platform Titan has been designed to meet the needs of operators in jurisdictions with stringent technical and compliance requirements.
Our flagship product Titan integrates over 120 tier 1 content providers, including leading games, payment solutions, CRM tools, KYC verification services, and responsible gaming features. We are committed to working only with regulated markets, ensuring compliance and certification in Estonia, Hungary, Lithuania, Mexico, Sweden and the Netherlands. Our next market will be Finland, where we are actively preparing to support operators as the country transitions to a license-based system.
Currently, Finnplay supports 11 operators across 20 brands, both live and in development, demonstrating the scalability and reliability of our platform.
Finland: The Last New Regulated Market in Europe
As a Finland-based company, Finnplay has unparalleled local expertise, giving us unique insights into the challenges and opportunities of this market. Our deep regulatory knowledge and extensive experience in other European jurisdictions position us as the ideal partner for operators entering Finland’s newly regulated market.
As one of the final major European markets to regulate online gambling, Finland is the biggest regulatory focus in Europe this year. The country is set to introduce a license-based system in 2026/2027, presenting significant opportunities for operators looking to establish themselves in a compliant and transparent environment.
At Finnplay, we are already partnering with future Finnish licensees to prepare them for success. Our local expertise, scalable technology, and compliance-first approach make us the go-to platform provider for operators seeking to enter this newly liberalised market.
With increased scrutiny on responsible gambling, marketing regulations, and B2B licensing structures, Finland’s transition to a regulated market is expected to reshape the Nordic iGaming landscape. Finnplay is uniquely positioned to help operators navigate these complexities and gain a competitive advantage in this high-potential market.
Market-Specific Architecture: A Flexible Approach
One of Finnplay’s key advantages is our ability to deploy solutions that align with local market needs. Unlike many providers that rely solely on public cloud services like Google Cloud, we offer operators full control over their hosting choices. Whether through on-premise deployments, hybrid models, or cloud-based solutions, Finnplay ensures that operators comply with jurisdictional data residency laws and maintain full oversight of their operations.
Customisable Compliance Features
Each regulated market has its own set of rules, from responsible gambling measures to AML requirements and advertising restrictions. Finnplay’s Titan platform allows operators to configure services dynamically, ensuring compliance without unnecessary complexity.
Operators can tailor:
Responsible gaming tools (deposit limits, session reminders, self-exclusion options)
Fraud prevention and AML controls (real-time monitoring, risk assessment tools)
Marketing compliance features (geo-restrictions, automated approval workflows)
Collaborating with Operators: A Shared Compliance Approach
Finnplay believes that compliance is most effective when operators and technology providers work together. Navigating regulatory requirements can be complex, and each market comes with its own set of challenges. Our role is to help operators understand the law, interpret regulations, and implement the necessary compliance measures efficiently.
One of the latest examples of our commitment to supporting operators is our Netherlands Roundtable initiative, held at the end of January, where our Netherlands clients came together to discuss key regulatory topics. Unlike common industry practices where competitors operate in isolation, the Netherlands Roundtable proved that cooperation can be mutually beneficial.
With the Netherlands’ strict and complex regulatory requirements, all of our operators using the Titan platform must meet these high standards. Instead of each operator trying to navigate these challenges alone, Finnplay acted as a facilitator, bringing operators together to share insights and develop best practices for compliance.
This type of collaboration is particularly valuable when multiple customers must adhere to the same regulatory framework. By jointly analysing regulations, discussing implementation strategies, and sharing compliance insights, we ensure that all our operators can adapt effectively while maintaining a competitive edge.
Finnplay’s expertise in regulatory interpretation and facilitation ensures that our operators remain compliant while also being able to focus on growth and innovation.
Finnplay believes that compliance is most effective when operators and technology providers work together. Our experience in markets like the Netherlands, Sweden, Hungary, Estonia, and Lithuania has given us deep insights into evolving compliance frameworks.
Regulatory Expertise: How Finnplay Helps Operators Interpret and Implement Compliance Requirements
Understanding and implementing regulatory requirements can be daunting, especially in rapidly changing environments. Finnplay actively monitors regulatory developments to help operators stay ahead of compliance shifts.
Our approach includes:
Proactive participation in regulatory discussions: We engage with local regulators, industry bodies, and lawmakers to gain insights into upcoming changes.
Tailored compliance roadmaps: Operators receive custom compliance guidance based on their target markets.
Automated regulatory updates: Our platform integrates real-time compliance monitoring, ensuring operators meet changing legal requirements.
For Finland, this will mean helping operators interpret new B2B and B2C licensing rules, navigate marketing restrictions (including the affiliate marketing ban), and implement industry-leading responsible gambling features.
Finnplay has already taken proactive steps to facilitate discussions on Finland’s regulatory landscape. With active participation and organising events around the topic to spread information within industry and also within stakeholders in Finland.
With Finland’s regulatory framework progressing through the EU notification and parliamentary phases, Finnplay continues to engage with operators and stakeholders to ensure they are well-prepared for market entry.
Regulatory Engagement: Finnplay’s Communication with Authorities
One of the biggest challenges in regulated markets is maintaining clear and transparent communication with regulators. Finnplay takes an active role in industry discussions to ensure that our platform solutions meet evolving legal expectations.
Finnplay’s Role in Finland’s Regulatory Shift
With Finland introducing new licensing laws, we are already working with operators and authorities to support a smooth transition.
We have secured multiple Letters of Intent (LOIs) with future Finnish market entrants, showcasing strong trust in our platform.
We are hosting and participating in key industry events such as ICE Barcelona 2025 and the SBC Webinar on Finland’s regulatory framework.
We offer local expertise as a Finland-based company, ensuring operators have access to deep knowledge about regulatory expectations.
ISO 27001 Certification: Ensuring High Compliance Standards
Finnplay’s commitment to security and compliance is reflected in our ISO 27001 certification, which guarantees that our platform meets the highest international standards for data security, fraud prevention, and regulatory integrity. Operators choosing Finnplay can be confident in our ability to deliver a secure, compliant, and future-proof iGaming solution.
Finnplay: The Trusted Partner for Regulated Markets
Successfully operating in regulated markets requires the right technology, expert compliance guidance, and strong partnerships. Finnplay provides all three, offering market-specific solutions, deep regulatory expertise, and a flexible, compliance-driven platform.
With our proven experience in multiple regulated jurisdictions and our strong local presence in Finland, we are uniquely positioned to help operators navigate complex regulatory landscapes. As Finland transitions to a license-based system, our knowledge of the local market, compliance requirements, and technical capabilities ensures operators are well-prepared for success.
By working closely with operators, regulators, and industry stakeholders, Finnplay ensures that operators can seamlessly adapt to new regulations and maintain compliance while focusing on business growth. Our commitment to innovation and regulatory excellence makes us a trusted partner in the evolving iGaming industry.
Let Finnplay help you build a compliant, scalable, and successful iGaming business.
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