Industry

Swedish ATG Enters the Finnish Gambling Market

By Oskar Nyström · Published 20 October 2026

Sweden’s ATG, best known to Swedish players for horse racing and sports betting products like V75 and V86, is expanding into Finland. Through its joint venture Hippos ATG, the company has secured a gambling licence there, becoming one of the first operators to publicly confirm approval ahead of Finland’s market reform next summer.

What’s new

Hippos ATG Oy has announced that it has secured a five-year gambling licence in Finland, becoming the second operator to publicly confirm approval ahead of the country’s regulated online gambling market opening on July 1, 2027. The announcement follows Wildz Group’s confirmation of its Finnish licence on October 15. However, Finland’s National Police Board, which oversees the application process, has yet to officially announce any successful applicants.

Hippos ATG is a joint venture between Swedish gambling operator AB Trav och Galopp (ATG) and Finnish horse racing association Suomen Hippos, and plans to offer horse racing betting, sports wagering and online casino games. The equally owned joint venture was established back in 2025 ahead of Finland’s gambling reform. The company is now preparing to enter a market that has historically been controlled by state-owned gambling operator Veikkaus Oy.

The plan is to operate under the ATG brand and use the Swedish operator’s existing gaming platform, described as a cost-effective solution for entering the Finnish market. 60% of profits will go back to Finnish equestrian sport and horse breeding, reflecting Suomen Hippos’s involvement in the business.

What it means for you as a player

If you play with ATG in Sweden, nothing changes right now. The Finnish licence covers a separate company for a different market, and Swedish ATG continues to operate under its Swedish licence from Spelinspektionen exactly as before.

The news is still worth knowing about as a player. It shows that Swedish-licensed gambling companies can grow internationally by building on the same technology and experience already established in Sweden. If you want a reminder of the tools available for safer play, information on responsible gambling is available regardless of which market an operator expands into.

The bigger picture

ATG has operated in Sweden since 1974 and expanded into Denmark in 2019. The company already operates gambling products in Sweden and Denmark, giving the Finnish venture an established technology platform and experience in regulated Nordic markets. Finland is now the next step in this Nordic expansion, as more countries in the region move from state monopolies to licensed markets similar to the Swedish model introduced in 2019.

Under Hippos ATG’s profit distribution model, 60 per cent of profits are earmarked for Finnish horse racing and horse breeding, according to the company. That gives the venture a purpose beyond competing for customers, echoing ATG’s roots as an owner closely tied to trotting and racing sport in Sweden too.