Latest agreement enhances provider’s presence in the Nordic region

Independent slots studio Thunderkick has launched its content in Finland through a deal with state-owned gambling company, Veikkaus.

The partnership – facilitated by leading aggregator EveryMatrix – will bolster the Swedish studio’s standing in Europe as it continues to deliver first-class gaming experiences to players worldwide.

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The collaboration will see a range of Thunderkick’s most popular titles made available to Finnish players for the first time, including Esqueleto Explosivo 2, Hot Potato, and Midas Golden Touch.

Following the granting of its updated Danish B2B licence in December 2024, the Finnish market entry further consolidates Thunderkick’s position as a leading supplier of entertaining content in Europe.

Thunderkick has outlined its drive to reinforce its presence on its home continent in 2025, highlighted by a catalogue of new commercial deals in Italy and the Netherlands.

Svante Sahlström, CCO at Thunderkick, said: “Europe remains an integral part of our growth strategy as we continue to develop our global footprint.

“Finland has been a long-standing target, and by partnering with the renowned operator Veikkaus, we can tap into the potential of an entirely new audience. We look forward to debuting our portfolio in the jurisdiction and have no doubt our content will be a success.”

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The Prague Gaming & TECH Summit 2025 brought together top experts across the iGaming and tech landscape, and Nordic Legal stood out as the event’s Scandinavian Legal Expertise Sponsor. A renowned legal advisory firm in the Nordic region, Nordic Legal continues to shape the future of gambling legislation and compliance in Europe.

In this post-event interview, we caught up with Pekka Ilmivalta, Head of the Finnish Office at Nordic Legal, to dive deeper into the firm’s insights on the upcoming Finnish gambling reform, the legal challenges it poses, and the opportunities it presents for operators preparing to enter the market.

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Finland is preparing to launch its regulated gambling sector in January 2026. As an expert with over 20 years of experience in the gambling industry, how do you view its draft legislation and the current state of the Finnish gambling market? 

Finns are used to gambling online, and the size of the market is close to 2 billion euros in GGR. As the market share of the national monopoly operator, Veikkaus, has declined to around 50 percent, nearly half of the gambling spending already takes place outside the Finnish regulation. Therefore, the gambling legislation reform is really needed.

The Government Proposal now being dealt with in the Finnish Parliament is generally a comprehensive and a good package. As the political parties are quite unanimous about the need for the reform, I expect the parliamentary discussion to concentrate on the balance between responsibility measures and the features making the market interesting enough for the operators to enter the regulated market. Especially marketing, use of affiliates and bonusing will, and should, be discussed.

I believe that the Parliament will approve the new legislation early next autumn and that the B2C license application process will be able to begin already in January next year.

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The Finnish legislative review council has raised concerns about potential increases in gambling harms under the new regulatory framework. What measures do you believe are necessary to mitigate these risks, and how could Finland balance market liberalization with responsible gambling practices?

Personally, I think that gambling harms must be taken seriously. However, as almost half of the Finnish gambling now happens outside the regulated market, I am convinced that succeeding in channelization is a crucial starting point to really mitigate gambling harms. Therefore, attractiveness of the market and measures against the black market are extremely important. Furthermore, self-exclusion and responsible gambling tools are, of course, needed for the players. Generally, I believe that AI assisted monitoring could and will have an important role in preventing harmful gambling in the future. To really work, responsible gambling tools need to be both pragmatic and relevant for each individual player.

Considering Finland’s upcoming gambling reform, what legal and operational challenges should gambling operators be prepared for, particularly regarding compliance and player protection? Which key trends do you see shaping the market’s future?

As it seems now that affiliates and welcome bonuses will be banned, operators will have to find other means to build their brand and acquire customers. Even though traditional marketing and sponsoring are widely acceptable, I would expect to see innovative solutions to stand out from the probable marketing avalanche during the first months after the market opening. Perhaps new kinds of sponsorships or retail activities? Or even enhanced player protection measures to gain a competitive edge?

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Overall, I would advise operators to start their market entry preparations early enough. The licensing procedure could take several (6 to 9) months. Also, adjusting to the local technical and player protection requirements might not happen overnight.

What insights could help Finland create a balanced and effective gambling market?

I believe that the new legislation will provide a good enough framework for a functional gambling market. However, based on experiences from Sweden and Denmark, I would point out two practical aspects crucial to making the new legislation effective: First, there needs to be collaboration between licensed operators and the new regulator. Dialogue and a mutual will to find solutions should be the common mindset. Secondly, the regulator hopefully has enough resources (tools, persons and persistence) to interfere with the black-market operations, which will evidently still exist also after the reform.

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Nordic Legal has extensive experience advising European governments on regulatory best practices. How can your firm assist operators looking to enter the Finnish market and navigate the evolving legal landscape?

With our deep knowledge of Finnish legislation, extensive experience from regulatory developments in other jurisdictions, and strong industry relationships, we are well-positioned to support operators and B2B suppliers entering the Finnish market. We can offer comprehensive guidance not only on compliance and licensing, but also on navigating strategic challenges, ensuring our clients are well-prepared for a dynamic and shifting legal landscape. Our proactive approach enables us to identify regulatory changes early and help clients stay ahead of industry developments.

ComeOn Group announced the launch of Casinostuen in Denmark – a brand-new, casino-first platform offering a full suite of gaming experiences. Powered by ComeOn Group’s in-house Casino and Sportsbook platform, Casinostuen is designed to provide a welcoming and entertaining space for players, featuring an extensive range of casino games, live casino, sports betting, the award-winning in-house casino streaming platform WeSpin, and a dedicated retention program. Additionally, players can enjoy exclusive bespoke games crafted by ComeOn Group’s in-house games studio, further enhancing the unique Casinostuen experience.

To bring Casinostuen’s unique personality to life, the brand is launching with its charming new ambassador – Elmer the Squirrel. Elmer embodies the fun, cosy, and engaging atmosphere that Casinostuen aims to deliver to its players. His playful spirit reflects the brand’s commitment to an immersive, enjoyable, and safe gaming experience.

Casinostuen aims to stand out in the market by offering a warm and inviting environment where players can enjoy their favourite games in a relaxed setting. The platform is designed with user experience at its core, ensuring a seamless, high-quality gaming journey.

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Efi Peleg, Chief Commercial Officer at ComeOn Group, said: “We are thrilled to introduce Casinostuen to the Danish market. Our goal is to create a gaming experience that feels both safe, exciting and welcoming, and with our diverse product offering and the introduction of Elmer, we believe Casinostuen will quickly become a favourite among Danish players.”