ATG’s Strategic Move into Finland’s Gambling Market
Mikael Bäcke, the CEO of the newly formed Hippos ATG joint venture, highlighted the established reputation of the ATG brand, suggesting that leveraging existing branding and communication strategies will be a savvy move for entering the Finnish gambling sector.
The Hippos ATG joint venture is set to make its debut in Finland’s gambling landscape in 2027, capitalizing on the well-recognized ATG name.
Back in April, ATG, a prominent Swedish gaming operator, announced its collaboration with Suomen Hippos, the Finnish racing association, to create this 50/50 joint venture. The new entity will rely on ATG’s proprietary gaming platform to facilitate its services.
Recently, the Hippos ATG team confirmed that they would promote their offerings under the ATG brand, establishing a dedicated site at ATG.fi and utilizing the existing ATG mobile gaming app. The brand’s familiar aesthetic and design elements will also play a crucial role in their approach.
Bäcke notes that this strategy is not only straightforward but also budget-friendly, enabling them to make the most out of ATG’s established communication framework.
"ATG is a reputable brand with a solid track record in Sweden, and many Finnish gamblers are already acquainted with it," Bäcke remarked. "Leveraging this brand equity will be essential as we transition into Finland’s gambling market in 2027."
Introducing the ATG Talent Initiative
In addition to bolstering the betting landscape, Bäcke shared that up to 60% of the joint venture’s surplus will be reinvested into the horse racing community in Finland. A noteworthy initiative, ATG Talent, has been launched to cultivate emerging talents in the sport.
Participants in the ATG Talent program will have the opportunity to engage with industry experts who will provide insights into vital topics such as leadership, team dynamics, and sports psychology. Selection will occur in collaboration with Suomen Hippos in late 2025, with the program rolling out throughout 2026.
The Impacts of Market Liberalization
Finland is gearing up to open its gambling doors to private operators by 2027, effectively dismantling the monopoly held by Veikkaus, the state-operated entity. This transition will pave the way for competition in iGaming and sports betting, presenting a significant turning point for the market.
In discussions earlier this year, Bäcke emphasized that Hippos ATG is primed to emerge as a leading name in horse racing betting amid this transformation. He expressed optimism about revitalizing the "marginalized" horse racing segment within Finland, indicating a noticeable gap in the market that both ATG and Suomen Hippos are uniquely positioned to fill.
"As the market shifts, there’s an undeniable opportunity for us," Bäcke stated. "Our success hinges on combining the local expertise of Suomen Hippos with ATG’s strong brand presence."
Hippos ATG aims to be operational from the first day that the new online licensing framework launches in Finland. The board of directors for the joint venture includes notable figures such as ATG CEO Hans Lord Skarplöth, along with representatives from both ATG and the Suomen Hippos association, ensuring a balanced leadership structure.