As Finland prepares to transition to a licensed gambling market in July 2027, FDJ UNITED has set out its ambition to become a leading, long-term participant in the market – combining scale, responsibility and meaningful local engagement.
In a recent interview, Joel Häkämies, Head of FDJ UNITED’s operations in Finland and Estonia, outlined how the Group is preparing for the opening of the Finnish market and the principles that will guide its approach.
Building a top-three position – responsibly
FDJ UNITED’s ambition is clear: to be among the top three licensed gambling operators in Finland over time.
With more than €1 billion currently spent annually on online gambling in Finland, the move to a licensing system is expected to significantly reshape the market. Häkämies is clear that this is a long-term objective, given the importance of the new regulatory system being closely linked to strong regulatory oversight.
“The most important factor for how the market develops will be the actions of the authorities,” Häkämies notes, highlighting the role of regulation in ensuring a sustainable and well-controlled market.
A licensing system that strengthens player protection
While increased competition will inevitably bring greater visibility and marketing, FDJ UNITED believes that a licensed framework creates the right conditions to address gambling-related harm more effectively than the current system.
The Finnish licensing model will bring gambling activity into a more controlled environment, with clearer responsibility requirements and enforceable standards. FDJ UNITED has committed to reducing the share of revenue generated by high-risk players and to embedding player protection at the heart of its operations from day one.
This approach reflects the Group’s wider strategy across regulated markets, where growth and responsibility are treated as inseparable.
One of the most significant changes expected from market liberalisation is increased investment in sponsorship, particularly in sport.
According to Häkämies, FDJ UNITED expects a meaningful rise in annual sponsorship funding once the market opens, with sponsorship viewed as one of the most permissible and socially constructive forms of marketing under the Finnish Gambling Act.
Rather than short-term visibility, the focus is on long-term partnerships that support clubs, athletes and communities.
“A sponsor becomes part of a wider story. In many cases, fans and supporters are more closely connected to clubs and athletes than to leagues themselves,” Häkämies explains.
FDJ UNITED’s experience across multiple European markets has shown that well-structured, professional sponsorship can deliver sustainable benefits well beyond sport alone, extending into culture, events and wider community initiatives.
A local presence, backed by international scale
While FDJ UNITED operates globally with approximately 5000 employees across 10 countries, the Group is committed to establishing a local presence in Finland, including an office in Helsinki.
The Finnish operation will be supported by FDJ UNITED’s broader multi-market expertise, enabling efficient operations while ensuring decisions remain rooted in local knowledge and context
Unibet will be among the brands entering Finland, with further brand decisions to be confirmed closer to launch.
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