Swedish horse racing betting giant ATG and the Finnish Horse Racing Association Suomen Hippos have established a joint venture, Hippos ATG, planned to operate on ATG's internal gaming platform but independently in business. ATG CEO Mikael Bäcke stated that the long-term national monopoly has marginalized the Finnish horse racing betting market, and now a gap has emerged, providing an excellent opportunity for both parties. The market is valued at approximately 60 million euros.
The joint venture company each holds 50% of the shares, with Suomen Hippos controlling 60% of the profits and ATG holding 40%. Hippos ATG will focus on providing horse racing betting, while supplementing with sports betting and online casino products. The platform is supported by ATG, enhancing operational efficiency through centralized development.
The core team members include Chief Compliance Officer Antti Koivula and Chief Business Officer Joonas Saha, based in Helsinki, and will continue to expand recruitment for executive and technical positions.
Hippos ATG is expected to operate on the first day of its official launch in the licensed online market in Finland, with an expected launch in January 2027. This collaboration integrates Suomen Hippos' local resources and customer relationships with ATG's expertise in betting and gaming platforms, injecting new vitality into the Finnish horse racing betting market.
The background shows that since the Swedish government reduced control over ATG, the operator remains a leader in the Swedish horse racing market, but growth has slowed due to an increase in gambling taxes.
