4H AGENCY


This market overview was prepared by Ivan Kurochkin, Head of Eastern Europe Desk, Partner and one of the founders of 4H Agency.


After 10+ years’ experience in consulting every type of clients from the testing laboratories to global operators and B2B providers on a variety of matters related to the gambling operations, Ivan has proven himself to be a business- oriented


multi-jurisdictional advisor for entering new markets across the globe. His background helps him to choose the best and most efficient scenarios for expansion to new market or for bringing existing operations of the Agency’s clients to a significantly new level.


If you are considering venturing into the markets of CIS countries or seeking expert advice on navigating the complexities of the gambling industry, Ivan is the go-to person. Take action now and reach out to Ivan to explore how 4H Agency can support your endeavours in the vibrant and evolving landscape of the CIS region.


4H Agency is a global gambling advisory. We provide expert guidance to B2C operators and B2B providers, spanning market insights, payments, product localisation, regulations, licensing, public affairs, and more.


ik@4h.agency


t.me/Ivan_Kurochkin https://4h.agency


KEY ADVERTISING RESTRICTIONS


Licensed operators may advertise through their own websites and social media (without interactive consumer engagement), TV and radio, sports and other public events, print and digital media, retail points where gambling is offered, and search engines, but only for branded searches directly related to the operator or its games. Outdoor advertising is permitted, except near schools, kindergartens, pharmacies, healthcare facilities, and addiction treatment centers. Direct marketing is also allowed, subject to statutory requirements.


Advertising must not portray gambling as attractive or socially desirable, encourage excessive play, normalize gambling as part of everyday life, present it as a solution to financial problems or a way to earn money, associate it with success or social status, mislead consumers about winning chances, exploit vulnerable or inexperienced players, promote free games, discounts or bundled offers (except regulated bonus funds), or cross-sell other gambling products during purchase or prize collection.


Bonuses are permitted but strictly regulated. Tey must be moderate in value, cannot depend on the amount or duration of play, must have transparent terms, and wagering requirements cannot exceed 5x the bonus amount.


Affiliate marketing remains prohibited. Sponsorship is allowed, but sponsorship agreements cannot directly promote specific gambling products, and operator branding must not appear on products intended for minors.


LOCAL MARKET SPECIFICS


Finland’s market liberalisation has been highly anticipated across the international gambling industry, as the country combines strong player demand, high digital engagement and significant existing activity with offshore operators. By June 2026, the regulator had already received 50 B2C license applications - the upper end of the 40–50 operators initially expected to enter the market.


Interest has been confirmed by established international brands, including LeoVegas, which applied for two licenses, while


Veikkaus is also preparing its online division to compete under the new regime. Te market is therefore expected to become commercially significant, although competition for players, marketing visibility and local partnerships will be intense.


Te staged B2B licensing regime is also a positive feature, as software licenses will become mandatory only from July 2028, giving operators and suppliers additional time to prepare. However, the requirements must be implemented proportionately to avoid discouraging international platforms and game providers from serving the market or forcing operators to replace established technology partners.


Ultimately, the success of the licensing model will depend on whether the regulator can effectively restrict unlicensed offerings.


Without strong enforcement, offshore operators may continue competing with the regulated market, particularly if local restrictions on bonuses, advertising and product features become excessive.


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