In 2027, the newly formed joint venture, Hippos ATG, will make its debut in Finland’s gambling market under the well-established ATG brand. This strategic move comes after Swedish operator ATG announced in April a 50/50 partnership with the Finnish racing association Suomen Hippos. The joint venture will leverage ATG’s proprietary gaming platform to deliver its services.
Recently, Hippos ATG confirmed plans to operate in Finland using the ATG brand, both through a dedicated website, ATG.fi, and a mobile app. This decision to incorporate ATG’s existing style and design is seen as a “cost-effective solution,” utilizing ATG’s already established communication assets and brand identity.
Mikael Bäcke, CEO of Hippos ATG, expressed confidence that the brand’s recognition and trust level in Sweden would serve as a strong foundation for market entry in Finland. “ATG is a strong, trusted, quality brand in Sweden and already familiar to many Finnish gamblers,” Bäcke stated. “That is something we want to build on as we enter the new Finnish gambling market in 2027.”
As part of their strategic plan, up to 60% of Hippos ATG’s surplus will be reinvested into supporting Finland’s horse racing sector. This commitment underscores the joint venture’s long-term vision not only to capture market share but also to contribute positively to the local industry. Furthering this initiative, Hippos ATG launched a development program named ATG Talent, aimed at nurturing future stars in horse racing.
Participants of the ATG Talent program will benefit from exposure to experts in various fields, such as team-building, leadership, and sports psychology, providing them with “knowledge, inspiration, and support.” These individuals will be selected through collaboration with Suomen Hippos in late 2025, with the first phase of the program set to run throughout 2026.
Finland is on the verge of a significant regulatory shift as it prepares to open its gambling market by 2027, thus ending Veikkaus’ longstanding monopoly. Currently, Veikkaus, the state-owned operator, holds exclusive rights to iGaming and online sports betting. This market liberalization will allow private operators, including Hippos ATG, to introduce competition and innovation.
In anticipation of this shift, Hippos ATG aims to become a leading brand in horse racing betting in Finland. Mikael Bäcke noted that the joint venture intends to rejuvenate the “marginalised” horse racing betting vertical. “Today there’s a vacuum in the Finnish market, and it’s a great opportunity for both ATG and Suomen Hippos,” he observed.
The partnership, according to Bäcke, is predicated on both parties contributing their key strengths. Suomen Hippos brings its robust local market presence and a strong connection with Finland’s 200,000 horse racing enthusiasts. Meanwhile, ATG offers its extensive expertise and brand reputation.
Upon launch, Hippos ATG will be ready to operate from the first day of the licensed online gambling market in Finland. The board of directors for the ATG Finland JV includes ATG CEO Hans Lord Skarplöth, alongside representatives from both ATG and Suomen Hippos.
While the introduction of competition is expected to drive innovation and offer more choices for consumers in Finland, some industry analysts suggest that the transition could pose challenges. The new entrants will need to navigate a market that has long been dominated by a single operator, and winning over customers accustomed to Veikkaus’ offerings could require significant marketing efforts and incentives.
Conversely, proponents argue that the liberalisation of the Finnish gambling market will inject much-needed dynamism into the sector. It may stimulate economic growth, increase consumer satisfaction through better services, and generate additional tax revenue for the government.
As Finland stands on the brink of this regulatory transformation, all eyes will be on how new players like Hippos ATG manage to carve out their niches. The next few years will be critical in determining whether the entry of new operators will disrupt or enrich the Finnish gambling ecosystem. Ultimately, the success of ventures like Hippos ATG will be measured by their ability to deliver value both to consumers and the broader economy.