ComeOn secures Finnish licence – same owner runs Swedish sites
ComeOn Group has been cleared to launch gambling services in Finland. Finland’s National Police Board approved the licence application on 22 October 2026, according to owner European Entertainment Group (EEG). The licence takes effect from 1 July 2027, when Finland’s new licensing system replaces the state monopoly held by Veikkaus.
What has changed
ComeOn Group and Finland’s SuomiVeto have become the latest operators to secure a licence to enter Finland’s re-regulated market, with approval from the Finnish National Police Board enabling both to offer online casino and sports betting from 1 July 2027. ComeOn and SuomiVeto are the third and fourth operators to confirm licence approval in Finland, joining Hippos ATG and Wildz Group.
The move is part of a wider Finnish gambling reform. Gambling companies have been able to apply for licences from the National Police Board since 1 March 2026, and licensed gambling services can begin from 1 July 2027, when a new Finnish supervisory authority takes over licensing and oversight. State operator Veikkaus loses its monopoly on online casino and betting, though it keeps exclusive rights to lotteries and physical slot machines.
ComeOn’s parent company, European Entertainment Group (EEG), is the former Cherry AB, a Swedish gaming company founded in 1963 that Bridgepoint took private in 2019. EEG also owns game studio Yggdrasil, affiliate network Game Lounge and Highlight Games. CEO Itai Frieberger has described the Finnish licence as a key milestone in the group’s push into more regulated markets.
What it means for you
If you play on one of ComeOn’s brands in Sweden, nothing changes for your account right now. The Finnish licence applies only to the Finnish entity and Finnish customers – your Swedish account, deposit limits and any Spelpaus registration remain governed by Spelinspektionen and the Swedish licence. ComeOn’s five Swedish licensees booked €172 million in net gaming revenue in 2025, roughly ten per cent of the €1.66 billion Swedish-licensed market – the group’s only market of that scale.
If you hold accounts with several brands under the same Swedish licence holder, the rule of one welcome bonus per licence still applies. To see which brands share a licence and platform, check our guide to ComeOn’s sister sites. Support is available through Stödlinjen.se regardless of which licensed brand you play on.
The bigger picture
The Finnish licence arrives as EEG grapples with weaker profitability across parts of the group. Adjusted EBITDA fell 12 per cent and the group swung to a net loss of €21.1 million, while net debt reached €550 million at a company mostly owned by private equity firm Bridgepoint. During the same period, EEG fully withdrew from the German market after concluding it no longer offered an attractive long-term return.
Finland is instead being treated as a growth opportunity as more markets move to regulation, much as Sweden did back in 2019. For Swedish players, the takeaway is that the same group behind several Swedish-licensed casino brands is now also becoming a regulated operator in the neighbouring market across the Gulf of Bothnia – two separate licences, but one company behind both.
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