Bragg Gaming inks turnkey deal with SuomiVeto

• Bragg Gaming signs a comprehensive platform and turnkey solution agreement with SuomiVeto for Finland market entry.
• The Finnish regulated market is scheduled to open on 1 July 2027, with licence applications beginning in March 2026.
• Deal reunites Bragg with BetCity.nl founders, who achieved market success in the  Dutch regulated market.

Bragg Gaming Group has secured a multi-year partnership with SuomiVeto, positioning both companies for the liberalisation of Finland’s iGaming market scheduled for July 2027.

The comprehensive agreement provides SuomiVeto with access to Bragg’s proprietary Player Account Management (PAM) platform, aggregated casino content, fully managed sportsbook, Fuze player engagement tools and operational support services.

Dutch success story moves to Finland

SuomiVeto’s founding team includes the former directors of BetCity.nl, which established a strong market position in the Netherlands using Bragg’s PAM and turnkey solution.

The Dutch market launched in October 2021, with Bragg subsequently securing approximately 30% market share as a PAM provider.

Matevž Mazij, Chief Executive Officer of Bragg Gaming Group, commented:

“Securing this PAM and full turnkey solution deal with SuomiVeto is a major strategic milestone for Bragg, establishing a strong position as an iGaming supplier in Finland well ahead of the market’s upcoming liberalisation,” said Matevž Mazij.

“We are focusing our efforts on supporting premier partners in high-growth regulated markets, and Finland represents the next major European opportunity.”

The partnership reunites Bragg with operators who have demonstrated success in newly regulated markets.

Melvin Bostelaar, Co-founder of SuomiVeto, added:

“After the successful journey with BetCity, we are once again partnering with Bragg, a platform provider operating at the very top of the industry. Their premium technology and scalable infrastructure give us the foundation to build another market leader. Finland is next.”

AI-driven compliance and personalisation

Bragg announced an AI transformation plan in January 2026, targeting becoming an AI-first company by 2027.

The company is developing technology through the Bragg AI Brain and its technical partnership with Golden Whale to assist operators in meeting Finland’s expected regulatory requirements.

The PAM platform incorporates predictive modelling designed to monitor player behaviour and deliver hyper-personalised engagement. These features aim to help operators maintain player engagement within Finland’s proposed marketing and bonus restrictions.

Joey Singels, Co-founder of SuomiVeto, said:

“Our successful collaboration with Bragg in the Dutch regulated market gives us strong confidence as we begin a new venture in Finland. Together, we believe we can build an exciting brand that will undoubtedly establish a strong market presence.”

Market projections and regulatory framework

Finland, with a population of 5.6 million and a highly advanced digital economy, is projected to see substantial growth in regulated online gambling following market liberalisation.

Industry experts estimate the 2027 total online gambling market—combining casino and sportsbook operations—at between €1.1 billion and €1.3 billion.

The new regulatory framework includes a 22% gross gaming revenue (GGR) tax rate for licensed operators. The licence application window opens in March 2026, with private operators permitted to launch from 1 July 2027.

The market transition is expected to drive increased channelisation and player trust in a regulated environment. Finland’s framework will create opportunities for international suppliers and operators whilst maintaining consumer protection standards.

Proven track record in new markets

Bragg has demonstrated capability in supporting operators through market launches. Beyond the Netherlands, the company recently entered Brazil, where it has enjoyed a strong start following the market’s launch on 1 January 2025.

The company’s full platform offering includes its proprietary content portfolio from in-house studios such as Wild Streak Gaming, Atomic Slot Lab and Indigo Magic. The Bragg HUB platform provides simplified market entry through aggregated content distribution.

The turnkey solution encompasses comprehensive managed marketing and operational services, allowing SuomiVeto to focus on brand development and customer acquisition. This model has proven effective in markets where rapid deployment and regulatory compliance present operational challenges.

Strategic positioning for 2027 launch

The partnership positions both companies more than 18 months ahead of the market’s official opening. This timeline allows for system integration, regulatory preparation and brand development before competitors enter the market.

Bragg’s AI-first initiatives align with industry trends towards enhanced player protection and responsible gaming. The company’s technology aims to balance personalisation with compliance, addressing regulatory expectations in newly liberalised markets.

The Finnish market represents the next major European opportunity for Bragg, following successful launches in other regulated jurisdictions. The company serves online and land-based gaming operators through its proprietary technology and exclusive content offerings.