iGaming businesses are rushing to get involved in Finland’s forthcoming gambling market, with newly created sportsbook SuomiVeto the latest to get preparations underway.

The company has signed a partnership with Kambi, a Sweden-headquartered B2B sportsbook solutions company. The deal will see Kambi deliver its full turnkey solution to the firm.

SuomiVeto was set up just last year, during the deliberations around the Finnish Gambling Act – which was ultimately approved by parliament in December and received presidential approval last month.

Finland is expected to become a lucrative market. The regulated market under the Veikkaus Oy peaked at €1.8bn in 2017 according to H2 Gambling Capital before falling off, with many customers moving offshore.

The market will open up next year with private licences issued for sports betting, online casino and online bingo. Uncertainties remain around areas like player protection and marketing, but stakeholders like SuomiVeto are nonetheless excited at the prospects. 

Melvin Bostelaar, co-founder of SuomiVeto, said: “When selecting a partner, we wanted to work with a true market leader — and that’s exactly what we have with Kambi. 

“Their technology, expertise and operational excellence were instrumental to BetCity’s rapid growth, and we believe the same formula will set SuomiVeto up for success. 

“Our ambition is to become one of Finland’s leading sportsbooks, and with Kambi’s Turnkey Sportsbook solution and our bold marketing strategy, we are confident we can achieve that from day one.”

Kambi gets stuck in

This is the first partnership Kambi has signed which specifically targets Finland’s betting market, set togo live in July 2027. Companies can begin applying for B2C licences from March 2026, while B2B licences will be issued around one year into the market’s launch.

The launch of Finland’s multi-licence market looksto be as much of an opportunity for B2B firms like Kambi as it is for B2C bookmakers like SuomiVeto. For Kambi, the new market means potential new clients or the expansion of existing partnerships.

Kambi already has an established presence in Finland as a partner of Paf, the state-backed operator for the autonomous region of the Aland Islands. The deal was renewed in November 2025.

PAF, like other operators, is also eyeing up chances for growth post-2027, such as penning a sponsorship deal with one of Finland’s most popular sportsmen, F1 driver Kimi Räikkönen.

“We are delighted to partner with SuomiVeto ahead of the launch of Finland’s regulated market,” said Werner Becher, Kambi Group CEO.

“Their team has already demonstrated their ability to build a market-leading brand with BetCity, and we look forward to helping them replicate — and exceed — that success in Finland. 

“With our Turnkey Sportsbook and extensive experience supporting launches in newly regulated markets, SuomiVeto will be well positioned for long-term sportsbook growth.”