Anger and concern are mounting in Finland. Major gambling companies such as Wildz Group and SkillOnNet are reacting sharply to the government’s new plans.
“Strict rules push players to the black market,” says a spokesperson for Wildz.
The announced protection measures are intended to assist players, but according to the sector, they will achieve the exact opposite.
Government plans to introduce national loss limit
The Finnish government is working on a new gambling act. Among other things, it proposes that players will no longer be able to bet unlimited amounts across multiple providers simultaneously. Instead, a single central limit would apply to total losses. Stricter rules regarding playing time, deposits, and mandatory breaks are also being introduced.
These plans originate from the Gambling Risk and Harm Assessment Group, a working group under the Ministry of Health. Their goal is to provide extra protection for young people and to reduce incentives for AI-driven gambling. The industry has been given until February 24 to respond.
Wildz and SkillOnNet fear player exodus
According to Wildz Group, there is a significant danger that strict limits will drive players away.
In Germany, where similar rules apply, only an estimated 20 to 30 percent of gambling traffic takes place on legal sites. The rest divert to illegal offerings, where no protection exists and oversight is lacking.
In Belgium too, the rules are becoming increasingly strict, and according to BAGO, approximately 2/3 of the traffic ends up on illegal gaming platforms.
SkillOnNet, known for brands such as PlayOJO, agrees.
“A locked account is always a negative experience. Every time a player has to look for a new place to play, the risk increases that they will end up on a site outside the system.”
Legal operators must be more attractive than illegal ones
Both companies agree: protection is necessary, but it must be implemented intelligently. If gambling on a licensed site becomes unattractive, governments ultimately lose control. Regulations should focus on tackling illegal operators, not on frustrating those who comply with the law.
They emphasize that players at legal providers can already set limits and are required to manage risks themselves. According to SkillOnNet, the focus should therefore be on enforcement and guidance—not on locking everything down.
The Finnish market is set to open in 2027, but concerns about the policy are already beginning to surface.