Finland Plans Consumer iGaming Festival Following 2027 Gambling Reform

HELSINKI, Finland – A consumer-focused iGaming Festival is being planned for February 2028 at Helsinki Expo and Convention Centre. The event would bring gambling operators into direct contact with adult consumers following Finland’s transition to a competitive online gambling market in July 2027.

Finnish Gaming Experts announced the plans today, with the event scheduled to run alongside the MP Motorcycle Show. The organizers say the festival will focus on interactions between consumers and licensed gambling companies, with participation restricted to adults aged 18 and over.

Consumer iGaming Event Planned for February 2028

The festival is being developed by Finnish Gaming Experts, led by CEO Titti Myhrberg, in cooperation with gambling industry stakeholders. The proposed event would allow visitors to meet representatives of companies operating in Finland’s newly licensed market.

Myhrberg said the concept emerged from discussions with industry participants about the changes taking place in Finland’s gambling sector. The organizers are positioning it as a consumer-facing event rather than a traditional industry conference, although participating operators and the full program have not yet been announced.

The festival is planned to take place alongside the MP Motorcycle Show, with admission included in the motorcycle exhibition’s ticket. Access to the gambling-related section will be restricted to visitors aged 18 and over.

The organizers have also outlined plans for a dedicated stage covering responsible gambling. An industry seminar and iGaming Awards gala are scheduled for February 3, 2028, ahead of the public event. Further details about speakers and participating companies remain unavailable.

Finland’s New Gambling Rules Will Shape the Event

The announcement comes as Finland prepares to end its online gambling monopoly and introduce a competitive licensing system on July 1, 2027. The reform will allow approved private operators to offer online casino games and sports betting under Finnish regulatory supervision.

Under the new framework, licensed operators will be permitted to market their services within defined restrictions. According to the Finnish government’s official announcement, gambling advertising must not target minors, while influencer marketing and direct telephone marketing will remain prohibited.

These requirements are particularly relevant to a consumer-facing gambling exhibition taking place alongside a broader public event. The festival’s organizers say they will develop the program in accordance with the legislation and regulatory guidance applicable when it takes place.

Finland has already stepped up enforcement against unauthorized gambling promotions during the transition. In October, the National Police Board reported additional gambling marketing penalties as it continued monitoring operators and advertisers ahead of the market opening.

Operator Participation and Program Details Remain Unconfirmed

The festival remains in the planning stage, with no confirmed list of gambling operators, speakers or participating service providers. Its final format will depend partly on the companies licensed to operate in Finland after the new market opens.

The organizers have not announced any agreements with individual gambling operators or detailed how promotional activities will be managed within the exhibition. Those arrangements will be relevant in determining how the event operates under the country’s advertising and consumer protection requirements.

With Finland’s licensing transition still several months away, the proposed festival offers an early indication of how gambling companies may seek to engage with consumers in the regulated market. Further announcements are expected as the event’s program and industry participation take shape.

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