In early 2026, the Finnish government introduced new gambling protection proposals, aiming to address gambling harm. However, operators in the industry are expressing significant concerns about the potential consequences of these measures. SkillOnNet and Wildz Group, two major operators, have raised alarms about the impact these regulations could have on player behavior and the effectiveness of the legal gambling framework.
Proposed Regulations and Concerns
The Finnish Ministry of Social Affairs and Health, under the Gambling Risk and Harm Assessment Group (GRHAG), launched a consultation on January 30, 2026, regarding the new player protection proposals. Operators were given until February 24 to provide feedback. One of the most controversial proposals includes a cross-operator loss limit register. This would restrict players to a fixed loss limit across all licensed operators, instead of having individual limits with each operator. The plan also suggests enforcing stricter player control tools, such as limits on deposits, losses, and playtime, as well as mandatory cooling-off periods and play restrictions.
Black Market Concerns and Reactions
The introduction of these measures has led some operators to warn that they may inadvertently drive players to unregulated platforms. SkillOnNet, known for its PlayOJO brand, has expressed concerns that enforcing such stringent limits could push players toward illegal gambling sites. In its response, SkillOnNet stated, “A forcibly closed gaming account is always a negative customer experience.” They argued that when players are forced to abandon licensed platforms, they may seek alternative sites operating outside the regulatory framework, potentially increasing the risks of gambling harm.
The company emphasized that strict deposit and gaming limits would hinder the broader goal of regulating and controlling gambling behavior. “Every time a customer is directed to look for a new gaming location, the risk of finding a site operating outside the system increases,” SkillOnNet explained. The operator also pointed out that such restrictions, combined with the broader changes brought by Finland’s new Gambling Act, could push players away from the regulated market entirely.
Wildz Group Raises Channelization Concerns
Wildz Group, which operates Wildz Casino, echoed similar concerns, particularly regarding channelization—the proportion of gambling directed to legal, regulated platforms. Citing research from Germany, Wildz pointed out that markets with overly strict gambling limits saw a significant shift toward unregulated gambling. They noted that, in some cases, up to 30% of gambling activities moved away from regulated operators when strict measures were imposed. Wildz warned that without considering these channelization effects, Finland could face similar challenges.
The operator also stated that the goal should be to make legal gambling more appealing than illegal options. “Gambling on a licensed gaming site should be more attractive, more sensible, and smoother for Finnish consumers than gambling on an unlicensed site,” Wildz emphasized. They also called for more emphasis on curbing illegal activities and ensuring that operators within the regulated system adhere to their duty of care.
Proposals for Tiered Intervention and the Role of AI
The consultation also introduced a tiered intervention model, where operators would be required to monitor customer behavior continually, define risk indicators, and implement tailored responses. The Gambling Risk and Harm Assessment Group also proposed flagging young adults aged 18-24 as a high-risk group, requiring even stricter protections for this demographic.
Interestingly, the GRHAG has raised concerns about the use of artificial intelligence (AI) and machine learning in player protection. They highlighted that AI-driven harm prediction models are still in their infancy and should not be relied upon as the primary tool for safeguarding players. This cautionary stance has stirred debate within the industry, with some operators questioning whether such measures are premature.
The Road Ahead for Finland’s Gambling Market
Finland’s new gambling regulatory framework, expected to fully open to additional licensed operators by July 2027, will undergo significant changes with these new proposals. Operators, including SkillOnNet and Wildz, will continue to weigh in during the consultation period, shaping the final rules. Despite the government’s stated goal of reducing gambling harm, the industry’s response highlights the delicate balance needed to maintain a healthy, regulated gambling ecosystem without driving players to illegal markets.
As Finland’s market prepares for more licensed iGaming operators starting in March 2026, stakeholders are keen to see how the government finalizes its approach to safer gambling. While the proposed protections are designed to safeguard players, the industry remains concerned about the broader implications for both operators and consumers in the years to come.
Source:
Operators reject proposed player protection rules in Finland, igamingbusiness.com, February 3, 2026.
