For decades, gambling has been an ordinary part of everyday life in Finland. Slot machines can be found in supermarkets and kiosks, and online gambling has become increasingly popular. Up until 2024, gambling proceeds were distributed to various beneficiaries in sports, culture, and science, creating an image of gambling serving the public good. In recent years, however, public attitudes have begun to shift. Concerns about gambling harm and growing criticism of the state-owned monopoly Veikkaus have challenged gambling’s long-established place in Finnish society. In this popNAD article, Paula Jääskeläinen presents findings from her dissertation on how gambling normalisation is changing in Finland.
The dissertation focused on the normalised role of gambling in Finnish society in the 2020s. The study investigated what happened when the changing attitudes collided with a land-based gambling expansion. Finland’s second casino was opened in Tampere in 2021, although the real growth of gambling was already taking place online.
The new casino
The casino was first proposed in 2016, before criticism of Veikkaus reached its peak. By the time it opened in 2021, the gambling landscape had changed considerably. Public trust in the monopoly system had weakened, restrictions on gambling had increased, and concerns about gambling harm had become more visible in public debate. At the same time, gambling was increasingly moving online, and Veikkaus maintained a strong presence on social media through sports-related content.
Drawing on interviews with city stakeholders, Tampere residents and social workers, as well as an analysis of Veikkaus’s social media posts, the dissertation examined how different groups and Veikkaus itself understood and justified gambling during this period of change.
Casino gambling was seen as different from harmful everyday gambling
One striking finding was that casino gambling was often viewed differently from other forms of gambling. Tampere city stakeholders described the casino as an attractive investment, a tourist destination, and a venue for responsible entertainment. Residents and social workers were generally more critical of the casino project, but they too tended to associate casino gambling with affluent, self-controlled customers rather than with people experiencing gambling problems.
Instead, gambling harm was primarily linked to gambling in everyday locations. As a result, the casino was seen as separate from other forms of gambling considered more harmful, even among those who opposed its construction.
From land-based gambling to 24/7 online availability
The dissertation also shows how the gambling industry was adapting to new circumstances. While the casino itself proved to be a short-lived and economically unviable venture, closing after just two years, gambling continued to be promoted through digital channels.
An analysis of Veikkaus’s social media content showed that the company frequently shared sports-related stories, positioning itself as a source of sports news and entertainment rather than primarily as a gambling operator. In doing so, Veikkaus blurred the boundaries between gambling marketing and non-gambling content, helping gambling remain visible and culturally relevant.
What next?
The findings suggest that gambling normalisation in Finland has not disappeared. Rather, it is taking new forms.
As Finland prepares to move from a monopoly system to a licensing model in July 2027, understanding how gambling is marketed and embedded in everyday culture is becoming increasingly important. While gambling has become less visible in many physical spaces, dozens of new operators are expected to enter the Finnish market. For both new companies and Veikkaus, sports sponsorship and sports-related marketing are likely to remain important ways of gaining visibility and market share. This is particularly concerning given that all forms of gambling, including sports betting, can cause harm.
The article is written by
Paula Jääskeläinen (PhD), postdoctoral researcher at the University of Helsinki Centre for Research on Addiction, Control and Governance (CEACG)
at the request of PopNAD
Photo: Veikkauksen kuvapankki
