Nordplay Group Receives Green Light for Finland's 2027 Gambling Market Opening

Nordplay Group is preparing to offer online casino and sports betting to Finnish players when the market opens.

The positive outcome marks a significant milestone in Nordplay Group's international expansion and reflects the group's strong in-house expertise in gambling regulation, licensing and compliance.

That expertise has been developed through Nordplay's experience in the highly regulated Swedish gambling market, where the group has built its business around a close integration of commercial and compliance perspectives. Rather than treating compliance as a function that sits apart from the business, regulatory considerations form part of commercial decision-making from the outset.

That approach has contributed to Nordplay Group's strong position in Sweden and provides a foundation for its continued expansion. Finland, however, has been approached as a distinct market, with significant resources dedicated specifically to the Finnish licensing process and preparations for the new market.

"Receiving the green light to enter the Finnish market is an important achievement and a testament to the expertise and dedication of our team," says Nicolas Lund, Director and Chief Operating Officer (COO) at Nordplay Group.

"Regulatory expertise is not simply a prerequisite for operating in our industry. We see it as a competitive strength that enables us to enter new markets with confidence. Finland is an important market in its own right, and we have invested considerable time and resources in the licensing process and in preparing our businesses for the new market. Not every aspect of how the new regime will work in practice has been settled, and being able to understand that evolving environment and make well-founded decisions is an important part of being ready for launch."

An established operator with a distinctive approach

Nordplay Group has established a strong position in the Swedish gambling market by combining commercial ambition with a clear approach to player protection.

Nordplay's ambition has never been to bring new customers into gambling, but to build better products for people who already play. That ambition shows in the extra attention paid to younger adults and in how incentives are offered to customers.

In Sweden, the group's brands maintain a minimum player age of 21, with additional safeguards and restrictions for players aged 24 and below, and do not offer gambling bonuses. Without relying on bonuses to attract and retain players, the focus is instead on building strong brands, delivering a high-quality product and creating a customer experience that gives players a reason to choose Nordplay.

That experience will inform the group's approach to Finland, while recognising Finland as a distinct market with its own consumer preferences and expectations. In a highly digitalised market, product quality is about much more than the game catalogue. It is about delivering a seamless customer experience across every interaction with the brand.

About Nordplay Group

Nordplay Group is an international iGaming group headquartered in Malta.

The group operates five consumer brands through its subsidiaries: Onerush (onerush.com), Frank & Fred (frankfred.com), Pop Casino (popcasino.se), Jubla (jubla.se) and Klirr (klirr.com).

The group's brands offer more than 3,500 games from leading providers including Evolution (with NetEnt, RedTiger, Big Time Gaming and Nolimit City), Pragmatic Play,Play'n GO, Games Global, Relax Gaming, ELK Studios, Push Gaming, Quickspin and Yggdrasil. Payments are facilitated through Trustly and Zimpler.

Built on the principles of precision, accountability, simplicity and integrity, Nordplay Group combines entrepreneurial agility with extensive experience in regulated gambling markets.

For more information, visit nordplay.com.