Finnish Gambling Firms Warn Limits May Drive Players Offshore

Several online gambling operators have raised objections to proposed player protection measures in Finland, arguing that the rules could undermine the country’s newly approved licensing system by pushing players toward unregulated gambling websites. SkillOnNet and Wildz Group submitted formal responses warning that overly restrictive safeguards may reduce participation in the legal market and weaken consumer protections overall.

The concerns were submitted as part of a public consultation launched on 30 January by the Gambling Risk and Harm Assessment Group (GRHAG), which operates under Finland’s Ministry of Social Affairs and Health. Stakeholders were invited to provide feedback on the proposals until 24 February. The consultation forms part of the implementation process for Finland’s restructured gambling framework, which was approved in December and will open the market to licensed private operators for the first time.

One of the central proposals put forward by GRHAG is the creation of a single loss-limit register that would apply across all licensed gambling operators. Under this model, a player’s maximum losses would be capped collectively across the market, rather than separately with each operator. The assessment group has also suggested mandatory player control tools, including limits on deposits, losses, and playing time, alongside cooling-off periods and restrictions triggered by operator intervention.

SkillOnNet, whose portfolio includes the PlayOJO brand, argued that a low loss threshold applied across all operators could have unintended consequences. In its submission, the company said such limits could increase the likelihood that players seek alternatives outside the regulated system.

“A forcibly closed gaming account is always a negative customer experience,” SkillOnNet said. “Every time a customer is directed to look for a new gaming location, the risk of finding a site operating outside the system increases.”

The operator also stated that deposit and loss limits cannot be assessed in isolation. It warned that tightening limits significantly, while other parts of the Gambling Act are already finalized, could weaken the effectiveness of the overall framework. According to SkillOnNet, strict deposit caps combined with the new legislation would increasingly encourage players to move away from licensed platforms.

Wildz Group echoed similar concerns in its consultation response, focusing on the potential impact on channelisation, the rate at which players choose regulated operators over illegal alternatives. The company, which operates the Wildz Casino brand, said policymakers should evaluate channelisation outcomes before enforcing strict limits.

The group pointed to data from Germany, where it said studies showed that only about 20% to 30% of gambling activity was directed to licensed operators in markets with particularly restrictive limits.

“If the restrictions presented in the recommendations were applied in Finland without an assessment of the channelling effects, it is justified to assume a similar outcome,” Wildz said.

The operator cautioned that replicating such outcomes in Finland could weaken consumer safeguards by increasing activity on sites that fall outside regulatory oversight.

SkillOnNet expanded its criticism by arguing that licensed gambling platforms must remain appealing to consumers if the regulatory system is to function as intended. The company warned that excessive protections risk making legal gambling less attractive than offshore alternatives that operate without safeguards.

It said gambling on a licensed platform should be “more attractive, more sensible and smoother” for Finnish players than gambling on unlicensed sites. The operator further argued that enforcement efforts should focus more heavily on illegal operators rather than imposing additional constraints on licensed ones.

“In licensed gaming, resources should be directed to ensuring that licensees adhere to their own duty of care and report on it actively, that the restrictions set by the players themselves are adhered to and that the national gambling ban register functions flawlessly,” it said.

SkillOnNet also referenced Finland’s existing market dynamics, noting that the decision to open the sector followed evidence that state monopoly operator Veikkaus held only about 50% of the market, with the remainder attributed to offshore gambling activity.

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Beyond financial limits, GRHAG proposed a tiered intervention system requiring operators to monitor customer behavior, identify risk indicators, document player interactions, and record outcomes. The group also recommended classifying players aged 18 to 24 as a high-risk demographic, subject to lower thresholds and stricter safeguards.

GRHAG additionally advised caution regarding the use of artificial intelligence in player protection. It warned that AI and machine-learning harm prediction models remain “still immature” and should not serve as the primary basis for preventing gambling-related harm.

Source:

“Operators reject proposed player protection rules in Finland“, igamingbusiness.com, February 3, 2026.