Key Findings from the Finnish Sports Betting Study 2025

Most Popular Betting Sites According to the Survey

Unibet stands out as the single most used betting site among Finnish respondents. A total of 26.55% selected Unibet as the site they had used the most in 2025. Tonybet followed with 20.30%, while PAF secured 19.65%, making it by far the most popular Finland-based option.

Only 3.20% chose Finnish gambling monopoly, Veikkaus as their primary site, highlighting the limited role of the domestic monopoly among active bettors. Smaller operators such as 247Bet, iBet and others accounted for the remaining shares.

Licensing Landscape

When the selected betting sites are grouped by licence, international regulators dominate almost entirely:

• 51.66% primarily use a site licensed in Malta
• 24.00% use a site licensed in Estonia
• 19.65% use Åland’s local licence (PAF)
• 3.20% use a Finnish-licensed site (Veikkaus)

The remaining share consists of small licences such as Anjouan and Curaçao

Combined, this means over 95% of respondents bet on platforms holding an EU or ETA licence, which also means tax-free winnings for Finnish players. Only a small minority bet on non-EU licences or domestic monopolies.

Tax-Free Betting Preference Among Finnish Players

One of the clearest findings in the Suomalainen Vedonlyöntitutkimus 2025 is the overwhelming preference for tax-free betting sites.

According to the survey, 98.50% of respondents primarily use a platform that offers tax-free winnings through an EU or ETA licence, such as Malta or Estonia. This result is strikingly consistent and leaves very little ambiguity about what Finnish bettors value when choosing where to play.

The dominance of Malta and Estonia in the licensing breakdown explains much of this preference. Together, these two EU jurisdictions account for more than 75% of all primary sites selected by respondents.

Åland’s PAF licence adds another sizeable share, while non-EU licences remain extremely marginal. Taken as a whole, the numbers show that Finnish bettors overwhelmingly choose environments where winnings are tax-free by default, and where the regulatory structure is familiar and stable.

It’s important to note that the study does not measure whether tax-free status is the reason players chose these sites, but the end result is clear: almost every respondent ends up on a tax-free platform regardless of their initial motivation. This makes tax-free play one of the strongest behavioural trends in the dataset.

Betting Frequency

The results show a very active user base. Only 2.00% bet less than once per month and 3.78% bet monthly. The majority bet significantly more often:

18.40% bet several times per month

30.47% bet once per week

45.35% bet several times per week

Together, 94% of respondents place bets at least several times a month, making this a highly engaged betting audience.

Annual Betting Spend in Finland

A notable 92.75% stated that they have spent over €1,000 on betting during 2025, while 7.25% spent less than that. This highlights that the sample consists of bettors who engage with sports betting regularly and financially.

Welcome Bonus Availability

A total of 76.50% of respondents primarily use a betting site that offers a welcome bonus. The study cannot determine whether the bonus influenced their choice, but the prevalence indicates how common bonuses are among the sites Finnish bettors use. Veikkaus and PAF, which do not offer bonuses, correspondingly show lower usage.