Finland’s move toward a licensing system for online gambling is creating new opportunities for payment providers as the country prepares to welcome international operators in 2027. Local companies Viljo and Trumo are entering a market where Swedish providers Zimpler and Brite have already established strong positions through Pay N Play services.
The reform will replace Veikkaus’ online gambling monopoly with a licensing model, with licensed operators expected to begin offering services from July 2027. The change could attract dozens of international operators and increase demand for payment systems that meet both customer expectations and regulatory requirements.
Swedish Providers Set The Pay N Play Standard
Zimpler and Brite have become established payment options for Finnish registration-free casinos. Zimpler originally concentrated on mobile payments before moving into Pay N Play as registration-free gambling expanded. Its service allows customers to verify themselves through online banking credentials and supports nearly all major Finnish banks, enabling almost immediate deposits and withdrawals.
Brite also built its service around Pay N Play. The Sweden-based provider enables deposits and withdrawals through online banking without requiring users to enter usernames or passwords. Despite entering the market only a few years ago, Brite has developed a sizeable Finnish user base.
The growth of these services followed Trustly’s introduction of Pay N Play, which allowed casino customers to identify themselves and deposit through a single online banking transaction. Brite Payments and Zimpler later developed their own instant payment offerings.
Finnish Challengers Prepare For Licensing
Viljo and Trumo are seeking positions alongside those established Nordic providers. Viljo targets Finnish users directly, supporting a broad selection of local banks through a simple interface.
Trumo Finance, founded in 2020 and headquartered in Helsinki, has taken a broader account-to-account approach. The company focuses on iGaming, e-commerce and fintech and says its platform provides real-time payments, strong customer authentication and instant verification of bank-account ownership under the supervision of the Finnish Financial Supervisory Authority.
Trumo also operates a technology hub in Tallinn, linking its Finnish business with the wider Baltic fintech sector.
Both Viljo and Trumo have developed their services with Finland’s forthcoming gambling framework in mind. Their systems can provide regulatory bodies with interfaces for checking transaction legality and handling reporting requirements.
Regulation And Speed Shape Competition
Payment providers face demanding requirements in online gambling. Operators need rapid deposits and withdrawals alongside identity checks and anti-money laundering controls. Finnish players have also become accustomed to quick transactions through BankID and expect payment services to combine convenience with strong security.
The same technology has applications beyond gambling. Account-to-account payments can support online retail, subscriptions and financial platforms, while open banking allows customers to pay directly from bank accounts without sharing card information.
Finland’s licensing reform therefore gives Trumo and other domestic providers an opportunity to establish themselves as the market changes. Whether they can challenge the larger Nordic payment companies remains uncertain, but the transition will give new entrants a chance to compete as regulated online gambling expands.
Source:
“Zimpler and Brite face new challengers in Finland”, timesofmalta.com, August 6, 2026
