Finland and Sweden, two neighboring Nordic countries, have adopted sharply different approaches to regulating online gambling bonuses as Finland prepares to end its gambling monopoly and launch a licensed market in July 2027. While Sweden permits operators to offer a single welcome bonus to new players but bans further incentives, Finland will prohibit welcome bonuses altogether, instead allowing limited loyalty rewards for existing customers.
Contrasting Bonus Regulations
Sweden’s rules, in place since its market opened to licensed operators in 2019, restrict operators to a single bonus per player per licence holder. This includes all financial incentives such as deposit matches and free spins, and applies across all brands under the same licence. As a result, ongoing promotions and VIP rewards are not permitted, and comparison platforms have emerged to help players identify which brands they remain eligible for a bonus with.
In contrast, Finland’s new Gambling Act, set to take effect in July 2027, will prohibit all acquisition-focused bonuses such as sign-up offers and first-bet promotions. However, operators will be allowed to offer “moderate” bonuses to existing customers, subject to a maximum 5x wagering requirement. The Finnish regime also includes a ban on affiliate marketing for online casinos, a 22% tax rate, mandatory player identification, deposit limits, and a national self-exclusion register.
Implications for Industry Stakeholders
For operators and affiliates, these regulatory differences have significant commercial implications. In Sweden, the restriction on ongoing incentives limits operators’ ability to retain players through promotions, shifting the marketing focus to acquisition. In Finland, the ban on welcome bonuses removes a key acquisition tool, but the allowance for limited retention offers may help operators maintain customer engagement.
Suppliers and affiliates will also need to adapt their strategies. Finland’s prohibition on affiliate marketing for online casinos will directly impact affiliate businesses, while both regimes require careful compliance with bonus definitions and restrictions to avoid regulatory penalties.
Channelisation and Competitive Pressures
Both countries have made channelisation—directing players to locally licensed operators—a central goal of their regulatory frameworks. However, concerns remain over whether strict bonus rules could push players toward offshore operators, who are able to offer more attractive promotions. In Finland, industry representatives have warned that restrictions on marketing and bonuses could make it harder for licensed operators to compete with the grey market. The new Finnish system will also tie tax-free winnings to holding a Finnish licence, making unlicensed play less attractive from a tax perspective.
Looking Ahead
As Finland’s new system is implemented and Sweden’s one-bonus model continues, both markets will serve as testing grounds for how different bonus restrictions impact channelisation and player behavior. While some in Sweden predict potential relaxation of bonus rules in the future, others expect the current regime to persist. In Finland, lawmakers may revisit bonus and affiliate restrictions if the new system does not achieve its channelisation goals.
Key takeaways
- Finland will ban welcome bonuses but allow limited loyalty offers when its licensed market opens in July 2027.
- Sweden permits a single welcome bonus per licence holder, with no ongoing incentives for existing players.
- Both countries aim to direct players toward licensed operators, but face competitive pressure from offshore sites.
- Operators, affiliates, and suppliers must adapt marketing and compliance strategies to differing national regulations.