Hippos ATG Secures License Ahead of Finland’s 2027 Market Liberalization

Finnish gambling operator Hippos ATG Oya 50/50 joint venture between Swedish betting entity AB Trav och Galopp (ATG) and Suomen Hippos, the national organization for harness racing and horse breeding has formally secured a comprehensive license to offer horse racing betting, sports betting, and online casino games ahead of Finland’s market opening on July 1, 2027. Announced on October 19, the regulatory milestone positions the partnership to enter a commercial ecosystem historically dominated by state-owned operator Veikkaus Oy. Although the granted license restricts operational gambling services from going live prior to the statutory launch date, it provides Hippos ATG with the immediate legal clarity required to advance its technical, organizational, and regulatory onboarding processes.

The licensing approval aligns with Finland’s landmark legislative transition under its new Gambling Act, which dismantles Veikkaus’s exclusive monopoly across sports wagering, online slots, bingo, and virtual casino verticals. However, the state entity will retain exclusive rights over physical slot machines, traditional lotteries, scratch cards, and land-based casino venues. Managed by the Ministry of the Interior, the legislative reform seeks to channel domestic wagering into a closely monitored licensing framework while implementing stringent measures to mitigate gambling-related harm. The National Police Board, acting as the interim licensing body before oversight transitions to the dedicated Finnish Supervisory Agency in July 2027, confirmed it had received 75 gambling license applications by late September, reflecting substantial commercial interest from international and regional operators.

To ensure day-one readiness, Hippos ATG Chief Executive Officer Mikael Bäcke confirmed that the operator has allocated significant capital and operational resources toward building robust compliance architectures. These ongoing preparations encompass anti-money laundering (AML) controls, technical information security, automated risk management systems, internal auditing, and corporate governance frameworks designed to satisfy rigorous Finnish technical standards. Furthermore, the entity features a unique funding model whereby 60 per cent of operational net profits will be directly allocated to support domestic horse racing infrastructure and equine breeding. By leveraging ATG’s established betting footprint across Sweden and Denmark alongside Suomen Hippos’ deep sector integration, the joint venture aims to establish a dominant market share as private competition enters the Finnish jurisdiction.