The Finnish Gambling Consultants Oy

History

The Finnish Gambling Consultants Oy was established on 12 March 2020 and began operations in April of the same year. The company was founded by Reijo Anttila and Jari Vähänen, both of whom had previously held senior positions within Veikkaus, the Finnish state‑owned gambling monopoly, as well as other international gambling enterprises. Their combined experience covers lotteries, sports betting, horse betting, digitalisation, and regulatory affairs, giving FGC a credible voice in both domestic and cross‑border consulting.

Services and Focus Areas

FGC’s client base is categorised into four groups: lotteries, other gambling operators, technology and content suppliers, and other gambling‑related companies/organisations. For each group, the firm offers tailored services. For lotteries, this includes business development, introduction of new product verticals, digital transformation, strategic planning, and partner/supplier sourcing. For operators, FGC assists with market entry planning and the addition of new verticals such as horse betting, sports betting, and lottery products. Technology suppliers receive guidance on adapting their products to the specific needs of lotteries and on identifying new customers. For other organisations (e.g., media, educational bodies), FGC provides content creation and education about the gambling business.

The consultancy’s seven focus areas are: digitalisation of lottery/gambling business; implementation of new gambling verticals; improvement of existing business operations through situation analysis and execution support; horse and sports betting (its deepest domain); utilisation of customer and product data for customer‑oriented models; strategy work for companies or divisions; and development of new business models, which FGC is willing to deploy on a revenue‑share basis.

Recent Regulatory Engagement

In August 2024, FGC published a detailed statement on the Finnish government’s proposed new Gambling Act, which aims to partially open the market to competition. The firm praised the bill’s objective of improving channelisation but argued that the proposed product division (keeping high‑profit products under the monopoly) was fiscally motivated and inconsistent with EU law. It also criticised the lack of a requirement to move all slot machines to age‑restricted premises and the proposed restrictions on bonuses and affiliate marketing, which FGC believes would hinder channelisation against illegal offerings. This public commentary underscores FGC’s role as a thought leader in Finnish gambling reform.

Operations and Financials

The company operates from a small office in Espoo, with a registered postal address at Tammipääntie 10 A 2, 02730 Espoo. According to its LinkedIn profile and Finnish business registers, the team size is between two and ten employees. Financial data from Finder.fi shows revenue fluctuating around €300,000 in recent years (€301,000 in 2025, down 9.9% from 2024), with modest profitability. As of 2025, the company had a “CAAA” long‑term credit rating and a risk level of 15 on Intrum’s scale. FGC does not own any branded gambling platforms, products, or white‑label solutions. Its only proprietary output is the consulting service itself. It maintains a simple informational website and a LinkedIn company page. No news of funding rounds, acquisitions, or major partnerships was found. The firm appears to operate as a self‑funded partnership.