HELSINKI - AussieJournal -- As Finland prepares to open its licensed gambling market on July 1, 2027, the clearest preview of the economics awaiting applicants is emerging from operators already competing in Europe's regulated markets. Bonusetu.com analysed Betsson's second-quarter 2026 report, where record revenue coincided with sharply lower profit.

The Setup: Finland's 22% Market

Finland's market will open with a 22% lottery tax and strict marketing restrictions, including a ban on influencer marketing. By July 19, 2026, the National Police Board had received 52 licence applications. The question for every applicant is what these conditions will do to the bottom line.

"Betsson posted record revenue and still saw operating income fall by 39%, amid higher gaming taxes and costs in regulated markets," said Tommi Korhonen, CEO of Bonusetu.com. "That is the arithmetic every company applying for a Finnish licence is running. Finland's 22% tax and marketing restrictions will reward operators with real scale and punish anyone counting on cheap growth. Record revenue is not the same as a healthy margin."

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The Preview: Record Revenue, Falling Profit

Betsson, one of the Nordic region's largest listed operators, delivered the highest quarterly revenue in its history while profit moved the other way:

Top line, record: Revenue reached EUR 310.2 million, up 2% year on year and 6% organically.

Bottom line, squeezed: Operating income fell 39% to EUR 42.2 million, while net income fell 38.2% to EUR 30.4 million. Betsson cited higher gaming taxes, increased payment costs and weaker B2B revenue.

The gap between the two lines is the story. In mature regulated markets, revenue can rise while taxes and compliance costs compress what reaches the bottom line.

What It Means for Finland

Finland's model rewards scale. Operators able to absorb the tax and build their brands within the new marketing rules are best positioned to compete. Smaller entrants relying on aggressive acquisition face a tougher equation. Bonusetu tracks Finland's licensing framework and its implications for players and operators at https://www.bonusetu.com/suomen-pelilisenssi/.

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About Bonusetu.com

Established in 2016, Bonusetu.com is a Nordic iGaming market intelligence platform. It analyses regulatory frameworks, software integrity and payment technologies to provide Finnish consumers and industry stakeholders with transparent, actionable information.

For more information, visit https://www.bonusetu.com.

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