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Liberalization of Finnish Gambling Market Soon A Reality

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Foreign gambling companies are now preparing with greater confidence for the liberalization of the Finnish gambling market. A new coalition that is supposed to be lobbying for the liberalization includes seven foreign gambling companies with strong digital businesses in Europe and around the world.

The recently launched Gambling Industry Association’s purpose is to promote the introduction of a responsible and sustainable licensing system in the Finnish gaming market.

The founding members are the following gambling companies: Betsson, ComeOn Group, LeoVegas, Kindred Group, William Hill, Entain and Flutter.

According to the Helsingin Sanomat article, Kuismanen, who was elected CEO of the Gambling Industry Association, is currently working as Chief Economist of the Finnish Entrepreneurs. He will start his new job as early as mid-January 2023. Prior to that, Kuismanen has worked at the European Central Bank and the Ministry of Finance.

What will his role be then? Kuismanen will promote the views of the companies he represents at a time when the new Finnish government is most likely to consider dismantling the Veikkaus monopoly system. In the future, the gaming license system could therefore also be a reality in this Nordic country, that until now has relied on a monopoly.

In a press release from the Finnish Gaming Industry Association, Kuismanen says that Finland needs a reliable licensing system that operates according to common rules and legislation.

Veikkaus Has Already Shown Green Light

Veikkaus, the Finnish gambling monopoly, itself has already taken the view that the monopoly could be at least partially dismantled. You can read more here. Veikkaus’ own view therefore supports the licensing model. This is easy to understand, given that the company’s share of the total market has fallen to 50%. That is a huge amount of money that is constantly flowing abroad.

The licensing model is an excellent common sense solution for Finland, as foreign gambling companies would then have to obtain a separate license for their operations in Finland. This means that taxes would be paid in Finland, but at the same time the company would be able to market itself visibly and would have to operate under the supervision of the authorities.

If the reforms are adopted and the Finnish gambling market becomes open, all physical gaming machines and, for example, the lottery would remain the exclusive property of Veikkaus. Betting and other digital games, on the other hand, would be made available to players by dozens of different companies.

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What Does This All Mean?

Reforms to gambling laws are more than welcome in Finland. The system is exceptionally outdated by European and even global standards and no longer reflects today’s notion of a market economy.

Majority of Finnish gaming professionals have long hoped that the gambling market would be liberalized in Finland too.  At the moment, half of all money gambled is already going directly to foreign gambling companies. After reform, Finland would receive considerably more tax revenue than it does at present, and the casinos could also be regulated in the way the government wants.

Veikkaus Expanding Its Business Opportunities: Fennica Gaming

Veikkaus was given the opportunity to expand its business from B2C betting and gaming in the domestic market in Finland with the introduction of the Lotteries Act earlier this year. Indeed, a new Lotteries Act was passed in Finland in 2021, which therefore enabled Veikkaus to expand this new business and launch international B2B operations. Not many citizens knew anything about this and a Veikkaus subsidiary was quietly set up.

The new division of the Finnish state-backed betting monopoly will offer international gaming services and products to corporate customers in various areas of betting and gaming.

After long and thorough preparations, the new business was launched very quickly. Fennica was more than enthusiastic about the new business, as it marked the beginning of a completely new era in the history of Finnish gambling. The new company will enable Veikkaus and Fennica to commercialize gambling talent, of which there is plenty in Finland

Fennica Gaming has already signed its first contract with the Lotteries Entertainment Innovation Alliance. This is a joint venture set up by Veikkaus last year, working with Danske Lotteri Spil from Denmark, Française des Jeux from France and Norsk Tipping from Norway.

The Fennica Gaming casino company is helping Norsk Tipping to build an entirely new gaming portfolio in the entertainment category, called Yezz. The idea is to be stylish, innovative and responsible at the same time.

Fennica Gaming Casino Company Focuses on International Market

As part of Veikkaus’ international B2B division, Fennica Gaming offers gaming services and products worldwide, and the two above-mentioned will combine their product portfolio.

The supplier agreements came about as Veikkaus, a Finnish state-backed operator, reached an agreement between its new subsidiary and Lotteries Entertainment Innovation Alliance.

All of Veikkaus’s activities under the surface seem to us to indicate quite clearly that its monopoly position is gradually being abandoned.

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Sector And Background Information

The trade press registers show that Fennica Gaming is active in the design and manufacture of software.

The business description states that its business is to sell, rent and develop games and software related to gambling, lotteries and entertainment games.

Fennica Gaming’s website still provides very little information about the company’s activities and products. This is, of course, understandable as it is basically a completely new player in the industry. This is also reflected on the site, as the company claims to have considerable experience in gambling and its multi-channel development.

Fennica Gaming is an independent provider of gaming solutions and services, born out of the extensive heritage of the industry. The backing company Veikkaus is a well-known gaming operator with nine decades of successful experience in the gaming industry.

eSports

Red Bull Home Ground Heads to New York this November

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Red Bull Home Ground, the pro VALORANT invitational, is set to make its return with a blockbuster fifth edition, bringing together the world’s top teams to New York City, for one of the most exciting showcases in the esports calendar. From November 13–16, the iconic Hammerstein Ballroom at the Manhattan Center will host four electrifying days of competition, as global giants and rising stars fight to claim the title of 2025 off-season champions.

This year, Red Bull Home Ground will feature a stacked lineup of elite contenders. Returning champions T1 are ready to defend their crown, joined by two-time VCT Global Event winners Fnatic and fan-favourites G2 Esports, Sentinels, and ZETA DIVISION. Joining these giants will be the two top teams who earn their place through the Play-In Stage and an additional team to be revealed – a gauntlet of global qualifiers open to all in India, USA, Spain, Turkey, Chile, Egypt, Belgium, Germany, South Africa, Netherlands, Japan, and EMEA qualifiers, giving players around the world the chance to earn a spot to go against the best-of-the-best on the main stage. The final main stage slot will be revealed at a later date.

For the first time, the Red Bull Home Ground World Final will be hosted in the United States, taking place at the legendary Hammerstein Ballroom in Manhattan. Known for its grand Beaux-Arts architecture and storied history hosting icons like The Grateful Dead and Guns N’ Roses, the venue offers a perfect blend of classic New York legacy and modern spectacle for this high-stakes tournament. The action kicks off on November 13-14, with both days dedicated exclusively to the Play-in stage and the opening stages of the competition. For fans eager to experience the action live, tickets for the public main stage event on November 15-16 are available for purchase via Ticketmaster.

At last year’s Red Bull Home Ground in Berlin, fans were treated to an unforgettable grand final as T1 stormed to victory over Cloud9, clinching the championship title with a dominant 3-1 series. With every edition, Red Bull Home Ground has elevated the VALORANT off-season calendar, known for its fast-paced format, jaw-dropping plays, and international flair. Red Bull Home Ground continues to be a staple tournament for pro teams looking to compete against the best competition and for fans ready to witness thrilling match-ups.

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eSports

TEAM VITALITY WINS THE BLAST.TV AUSTIN MAJOR 2025, WELCOMING THE ERA OF TEAM VITALITY

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Today, leading esports club Team Vitality has been crowned champions of the BLAST.tv Austin Major 2025, held at the iconic Moody Center in Austin, Texas. The Most Valuable Player (MVP), Mathieu ‘ZywOo’ Herbaut, led the charge as the Bees stormed to yet another title, delivering several standout performances throughout the tournament, particularly in the Grand Final against The MongolZ.

In just a few months, Team Vitality has become one of the most dominant rosters in the history of the game, laying the groundwork for a golden era for both the organisation and the wider French esports scene. Every tournament becomes a fresh display of strength, and every victory writes a new chapter in the CS2 history books.

UNDOUBTEDLY THE BEST

The powerhouse lineup of Dan ‘apEX’ Madesclaire, Mathieu ‘ZywOo’ Herbaut, Shahar ‘flameZ’ Shushan, William ‘mezii’ Merriman, and Robin ‘ropz’ Kool delivered another masterclass in CS2, defeating several top-tier teams, including NAVI and MOUZ.

Team Vitality’s incredible 30-game unbeaten run was ended by Brazilian side Legacy in Round 1; however, the Bees’ hopes were not diminished, as the team bounced back to claim a 13-6 victory over Nemiga in Round 2. This result was followed up by a dominant 13-2 display against 3DMAX in Round 3. The icing on the cake that sealed their spot in the playoffs was a convincing 2-0 win over Virtus.pro.

The Quarterfinals saw Team Vitality face off against NAVI. Despite both maps being closely contested, Team Vitality’s composure saw them through to a 2-0 victory, which was capped off by a clutch final-round performance from mezii to secure their place in the Semifinals. There, they faced against MOUZ in a classic rematch of the IEM Dallas 2025 Grand Final. Map 1 (Mirage) saw Team Vitality take a strong 13-8 win on MOUZ’s own map pick. After a tricky game on Inferno, where MOUZ struck back, the series was tied at 1-1. However, on the decider map, Train, the Bees crushed MOUZ, closing out the series with a 2-1 win and sailing to the Grand Final.

The Grand Final against The MongolZ was just as action-packed as the Semifinals. After a shaky start on Mirage, where they fell 5-13, the Bees struck back and secured a dominant 13-4 victory on Dust II. With everything on the line, the squad headed into Inferno – a classic Major finals map – to decide who would take the Austin Major crown. Despite Inferno being Team Vitality’s kryptonite throughout this Major, they pulled off a stunning 13-6 victory, dominating the CT side in the first half and carrying that momentum through to close the series out and secure the title.

This was Team Vitality’s second appearance in a Major final, following the historic victory in Paris in 2023. By winning in Austin, the Bees join an elite group of clubs as the fourth team in history to have won at least two Majors, alongside Astralis, Fnatic, and NAVI.

“Two years after our first Major win in Paris, we’re incredibly proud to experience this immense joy once again with this golden team. This victory crowns a historic start to the year, during which we’ve already claimed some of the biggest titles, including the ESL Grand Slam. Winning this Major was a key objective, a title that firmly places Team Vitality among the greatest clubs in Counter-Strike history. This team is the best in the world, without question. We are living in the Vitality era, and every other team is living in it too,” said Fabien “Neo” Devide, President and co-founder of Team Vitality.

“This latest title is a testament to our ability to build a long-term project rooted in excellence, one that blends talent and execution. Winning a second Major in just two years is not only a milestone in esports history, but also a powerful signal to the entire industry that French esports has reached the next level. This success is the result of collective strength, from our players and staff, to the unwavering support of our partners who share in this ambition. Together, we’ve achieved an unprecedented milestone,” said Nicolas Maurer, CEO and co-founder of Team Vitality.

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WELCOME TO THE VITALITY ERA OF COUNTER–STRIKE

With this win, Team Vitality has claimed its seventh consecutive title of the year, extending a historic run and asserting its dominance at a prestigious event (the first Major to host 32 teams). Amid fierce competition and high-stakes matches, this trophy marks a defining chapter in Team Vitality’s golden history.

Dan ‘apEX’ Madesclaire and Mathieu ‘ZywOo’ Herbaut, who have been part of the Counter-Strike division since its inception in 2018, have now secured their second Major title in Team Vitality colours following their triumph in Paris in 2023, a feat that cements their status as true icons of global esports.

ZywOo also becomes the third player in history to win two Major MVP titles, and at just 24 years old, earns his 27th career MVP title. Meanwhile, apEX wins his third Major as an In-Game Leader, once again displaying his leadership skills and his key role in the club’s successes.

Robin ‘ropz’ Kool, whose arrival earlier this year marked a turning point in the team’s journey, has now claimed the second Major title of his career. His exceptional impact has been instrumental in elevating the team to new heights. For William ‘mezii’ Merriman and Shahar ‘flameZ’ Shushan, this marks their first-ever Major win, the pinnacle of competitive success in Counter-Strike, and a fitting reward for their steadfast dedication and standout performances in the tournament’s most intense moments.

THE VITALITY UNIVERSITY JERSEY 2025 COLLECTOR’S SHIRT – NOW ON SALE

To celebrate this victory, Team Vitality has unveiled a collector’s edition of its Vitality University Jersey 2025. This special edition features a second star above the bee logo, in recognition of the club’s two Major Championship wins (Paris and Austin), as well as a unique graphic on the back of the jersey. With its iconic bee-yellow colour and oversized design, this jersey is inspired by the timelessness of United States university fashion.

The Vitality University Jersey 2025 – Austin Major Champions is available now on the official store at the price of €89.99.

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Latest News

ICRG Announces Michael Soll as its New President

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The International Center for Responsible Gaming (ICRG) announced the appointment of Michael Soll as president beginning July 7. Soll succeeds Arthur Paikowsky who is credited with facilitating significant growth in high quality, peer-reviewed research at ICRG, transforming its ability to mitigate player harms and creating a more sustainable environment for the gaming industry. Paikowsky will join the ICRG board of directors and remain a valuable voice in the organization’s future.

Soll has served on the ICRG board of directors since 2022 and brings nearly 30 years of gaming industry experience to the organization. Most recently, he has served as president of The Innovation Group (TIG), a premier research and advisory firm serving the global gaming, entertainment, and hospitality industries. Soll’s experience in gaming is matched by two decades of philanthropic leadership, where he has served actively as a board member, fundraiser, and day-to-day administrator.

Soll began his career as a city planner and social policy analyst. His focus shifted to finance and hospitality after directing asset management at Starwood Hotels & Resorts, then serving as vice president, gaming and leisure equity research, at Bear Stearns & Co. Prior to joining TIG in 2008, he held planning and development roles at Hard Rock International and Caesars Entertainment, working in emerging U.S. commercial, tribal, and international gaming jurisdictions. Soll was named one of “25 People to Watch” by Global Gaming Business magazine in 2019.

“Michael’s background makes him a particularly astute choice to lead the ICRG at this moment. The Innovation Group is perhaps best known for its rigorous industry research measuring the economic and social outcomes of gambling. The appointment of a gaming research expert like Michael gives us decades of first-hand experience balancing stakeholder interests with research integrity and quality. It really puts a point on the current needs of the organization,” said Mark Lipparelli, ICRG Chair Emeritus.

“I am honored and privileged to begin leading the ICRG, whose mission I became passionate about while serving its board of directors. During his tenure, Art and team have instituted transformational changes that create a sustainable future for the organization – I’m excited to build upon Art’s work and help drive significant, high-quality research with actionable results,” said Soll.

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