As the Finnish market prepares to end its monopoly, Hippos ATG Oy will introduce the ATG brand in Finland starting from 2027.
This new initiative will offer a diverse range of betting products through the ATG.fi website and the ATG gaming application framework, operating in a similar manner to ATG applications in other countries and regions. In addition to launching new products, the ATG Talent project will also debut, aimed at enhancing the level of equestrian sports in Finland. Hippos ATG is jointly owned by the Finnish Hippo Association and Swedish ATG, with the Finnish Hippo Association being the main organization for national equestrian sports and education in the country.
Hippos ATG Oy CEO Mikael Bäcke stated: "ATG is a strong and trustworthy brand in Sweden, well-known by many Finnish gamblers. We hope to continue to solidify this position when we enter the new Finnish betting market in 2027."
He added: "We will become a betting company that not only satisfies customers but also benefits the Finnish horse racing industry. Up to 60% of the profits from horse race betting, sports, and casinos will be directly invested into the Finnish horse racing industry."
It is noteworthy that in June this year, ATG accused the current monopoly operator Veikkaus of anti-competitive behavior, including terminating the horse racing partnership between the two companies.
In response to the market's de-monopolization, Hippos ATG Oy has also added two new members to its executive team: Joonas Saha as Chief Commercial Officer (CCO), and Antti Koivula as Chief Compliance Officer. Koivula, in an exclusive interview with Gambling Insider following the announcement of de-monopolization in 2023, stated that Finland will not directly copy the Swedish system but will refer to the systems of Sweden, Denmark, the Netherlands, and other countries for strict benchmark testing, while eliminating negative factors unsuitable for Finland.
