SuomiVeto unveils its ambitions in Finland
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18 Jan 2026 •
Reading time: 4 minutes Finland is preparing to open its online gaming market to competition, and some players are already one step ahead. Among them are the founders of BetCity, who have teamed up with Bragg Gaming Group to launch SuomiVeto, a new online casino.
Bragg and the creators of BetCity take a gamble in Finland
As Finland prepares to liberalise its online gaming market, a new strategic initiative has just been launched. The Dutch founders of the famous online betting site BetCity are embarking on a new adventure: the launch of an online casino targeting the Finnish market, in collaboration with technology giant Bragg Gaming Group.
Joey Singels and Melvin Bostelaar, two well-known figures in the Dutch iGaming sector, have proven themselves with BetCity, one of the pioneering operators in the regulated market in the Netherlands. After selling their company to a large international group, they decided to take a new step: creating SuomiVeto, which aims to position itself as a major player in the future Finnish market. The brand name, which means ‘Bet Finland’ in Finnish, reflects this clear ambition.
A strategic alliance with Bragg Gaming Group
At the heart of this initiative is a vital technology partnership: Bragg Gaming Group will provide SuomiVeto with a turnkey solution to enter the market. The founders of BetCity had already successfully used this platform when launching their first site in the Netherlands. Today, they are renewing this partnership, convinced that the combination of their commercial expertise and Bragg’s technology positions them ideally to conquer the Finnish market.
Melvin Bostelaar, co-founder of SuomiVeto:
“After the successful venture with BetCity, we will once again be working with Bragg, a platform provider that is at the top of the industry. Their high-quality technology and scalable infrastructure provide us with the foundation to rebuild a market leader. Finland is the next step.”
Melvin Bostelaar, co-founder of SuomiVeto:
“Our successful partnership with Bragg in the regulated Dutch market gives us great confidence in launching a new business in Finland. Together, we are confident that we can build an exciting brand that will undoubtedly gain a strong position in the market.”
Bragg does not just offer a standard platform: the company promotes technological innovations designed to meet the specific challenges of regulated markets.
Among the key tools provided are AI-powered behavioural analysis systems designed to detect and anticipate gaming trends. These systems facilitate a responsible gaming approach in line with future Finnish regulatory requirements.
Matevž Mazij, CEO of Bragg Gaming Group:
“The introduction of this PAM and turnkey solution with SuomiVeto is an important strategic step for Bragg, establishing a strong position as an online gaming provider in Finland well ahead of the upcoming market liberalisation. We are focused on supporting leading partners in fast-growing regulated markets, and Finland represents the next major European opportunity. The fact that the SuomiVeto team is comprised of the same founders behind BetCity.nl, a success story resulting from the regulation of the Dutch iGaming market and a long-standing partner of Bragg, underscores their vision and the proven ability of our platform to deliver top-tier results.”
Finland poised to shake up its online gaming model
Until now, Finland has maintained a monopoly model for online gambling, dominated by the state-owned operator Veikkaus. But that is about to change. According to legislation currently being drafted, the country is set to open its market to private operators from 1 July 2026.
With a population of over 5.6 million and a highly digitalised economy, Finland would thus become an extremely attractive regulated market for international operators. Analysts estimate that, once officially opened, this market could generate between €1.1 and €1.3 billion in gross gaming revenue (GGR). The tax framework would impose a 22% rate on this GGR for licensed operators, a level compatible with healthy competition and a potentially high return on investment.
As Finland prepares to transform its monopoly model into a competitive market, large companies such as Bragg and the founders of BetCity seem ready to seize this opportunity. Their combination of experience, technology and strategy could well make SuomiVeto a name to watch in the years to come.