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Tomi Huttunen Discusses the Finnish Online Casino Industry and its Lessons for Global Markets
Finland’s online gambling sector is experiencing significant growth, with projections indicating a market size of €2.4 billion in 2025. This expansion is accompanied by a shift towards affiliate marketing, where individuals like Tomi Huttunen from Online Casino Suomi have emerged as influential figures. Huttunen, who also consults the team at Kasinon—a site that has become another major player resource for Finnish online casino players—represents a new wave of affiliate marketers shaping the industry.
This article explores Huttunen’s journey in affiliate marketing, the development of his platform and the challenges and opportunities within the Finnish online casino industry.
Early Experiences in Affiliate Marketing
Tomi Huttunen began his career in affiliate marketing during the early 2010s. At first, he experimented with various niches, learning how to generate traffic and optimize content for digital platforms. Over time, he recognised the growing potential of online gambling in Finland, where internet penetration is high and mobile gaming is widely popular.
The shift towards online casinos offered new opportunities for affiliate marketers, particularly those who could provide reliable, structured information to players. Huttunen focused on creating content that not only highlighted popular games but also helped users understand regulations, bonuses and payment methods. This foundation allowed him to build credibility with Finnish players while developing the skills necessary to operate a larger platform in the years that followed.
Building One of Finland’s Largest Casino Sites
Through a combination of consistent content production and search engine optimisation, Tomi developed a platform that became one of the largest online resources for Finnish casino players. The site grew steadily, driven by comprehensive game guides, reviews of online casinos and regular updates on the Finnish gambling sector.
In parallel, Huttunen worked closely with the team at Kasinon.live, a site that has become another major player resource for Finnish online casino players. By analysing its structure and audience engagement, he was able to refine his own strategies, emphasising clear, user-focused content. While the Finnish online gambling market is competitive, Huttunen’s approach—grounded in thorough research and accessible explanations—helped his site stand out among both casual and experienced players.
The platform’s growth coincided with a broader trend: online gambling accounted for roughly half of Finland’s total gambling revenue in recent years.
This significant share reflects the increasing reliance on digital platforms for gaming, particularly among younger demographics. Huttunen’s experience illustrates how content-driven affiliate marketing can align with broader market trends while guiding users navigating complex online options.
Challenges in the Online Gambling Industry
Despite its growth, the Finnish online gambling industry faces several challenges. Government proposals to tighten regulation could alter how affiliate marketing operates within the country. Potential restrictions may include limitations on advertising and the way websites direct players to licensed operators.
These changes would affect both established sites and new entrants, requiring careful navigation and strategic adjustment.
In addition to regulatory pressures, the competitive scene presents ongoing hurdles. Search engine algorithms evolve continuously, affecting how easily users can find content. Affiliate sites must adapt by regularly updating their material, improving site functionality and ensuring that information remains accurate and clear.
Player behaviour also presents a challenge. While online gambling offers convenience and variety, Finnish players are increasingly selective, prioritising sites that provide transparency, security and fair play. Affiliate marketers must therefore maintain high standards, balancing promotional opportunities with informative, unbiased content.
Advice for Smaller Casino Affiliates
Drawing from his own experiences, Huttunen offers several practical insights for emerging affiliate marketers in Finland:
Focus on Search Visibility: Sites that are easy to find through search engines naturally attract more traffic. Clear headings, concise explanations and structured content are key.
Maintain Credibility: Providing honest assessments of casino operators, payment systems and game quality builds trust. Readers are more likely to return to sites they perceive as reliable.
Adapt to Market Changes: Affiliates need to monitor both regulatory developments and shifts in player preferences. Staying flexible allows smaller sites to adjust without losing audience engagement.
Learn from Peers: Observing how other affiliates operate—what works and what does not—can provide useful guidance. Huttunen emphasises that smaller sites often experiment in ways larger platforms cannot, creating opportunities for innovation.
By following these principles, smaller affiliates can carve out a sustainable presence in a competitive and evolving market.
Perspectives on the Industry and Future Trends
Tomi Huttunen’s journey from a novice in affiliate marketing to a leading figure in Finland’s online casino sector reflects broader trends in digital commerce and online entertainment. His work demonstrates how focused content, clarity and responsiveness to market changes can produce significant results, even in a highly competitive environment.
As Finland’s online gambling market continues to grow, driven by both mobile technology and a high rate of internet access, Huttunen’s experiences provide insights not only for local affiliates but also for those examining global online gaming trends. Adapting to regulatory shifts, understanding player needs and maintaining a commitment to informative content remain central to long-term success in the sector.
For smaller sites and newcomers, Huttunen’s guidance highlights the importance of patience, observation and strategic adjustment. While the Finnish market presents unique challenges, lessons learned there resonate with broader international audiences, particularly in regions where online gambling is expanding and evolving.
Source: jpost.com
The post Tomi Huttunen Discusses the Finnish Online Casino Industry and its Lessons for Global Markets appeared first on European Gaming Industry News.
Editor’s Take
Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.
The Full Story
Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.
The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.
Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.
Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.
The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.
The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.
Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:
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Best Slot Provider (awarded by BitStarz).
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Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
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Player’s Pick Award.
Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:
“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”
The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.
Editor’s Take
Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.
The Full Story
Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.
The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”
The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:
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Plinko
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Mines
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Tower
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Limbo
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Crash
Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.
Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.
Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:
“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”
Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.
The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.
Editor’s Take
Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.
The Full Story
Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.
Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.
The Commercial Deal
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SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
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The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.
A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.
Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:
“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”
Adam Baylis, Marketing Director at SBK, added:
“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”
The 2026 Schedule The series kicks off immediately in the new year:
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9th Jan: Wolverhampton
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6th Feb: Newcastle
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20th Feb: Southwell
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20th March: Wolverhampton
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27th March: Newcastle
The post Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series appeared first on Gaming and Gambling Industry Newsroom.
