A new joint venture, Hippos ATG Oy, is set to reshape Finland’s gaming landscape in 2027. This collaboration between Suomen Hippos and ATG marks a significant shift in the country’s gambling regulation.
Key Takeaways:
- Hippos ATG Oy, a joint venture between Suomen Hippos and ATG, to launch in 2027
- Mikael Bäcke appointed as CEO of the new company
- Finland’s gaming market moving towards demonopolisation and a licence-based system
New Player in Finnish Gaming Market
Hippos ATG Oy, a joint venture between Swedish racing operator ATG and Finnish equestrian association Suomen Hippos, is gearing up for a 2027 launch. This move aligns with Finland’s transition to a licence-based gaming system, marking the end of the current monopoly.
Mikael Bäcke, currently CEO of ATG subsidiary 25syv Group, has been appointed to lead Hippos ATG Oy. Bäcke’s extensive experience in the Nordic gaming market, including various roles at ATG since 2014, positions him well for this new challenge.
Ownership and Profit Distribution
While ownership of Hippos ATG Oy is split equally between ATG and Suomen Hippos, the profit distribution favors the Finnish partner. Suomen Hippos will receive 60% of profits, with ATG taking the remaining 40%.
Board Composition and Leadership
The company’s board of directors comprises seven members: three from Suomen Hippos and four from ATG. Hans Lord Skarplöth, ATG’s representative, will serve as Chairman.
On Bäcke’s appointment, Skarplöth stated: “We are very pleased that Mikael Bäcke is taking on the role of CEO for the new company in Finland. Mikael has excellent knowledge of the Nordic gaming market.”
Finland’s Changing Gaming Landscape
The establishment of Hippos ATG Oy is a response to Finland’s upcoming gaming market reforms. In November 2024, it was announced that horseracing would be included in the areas subject to demonopolisation.
These changes follow similar moves in other Scandinavian countries, such as Sweden. However, some proposed regulations, including a ban on affiliates, have raised concerns within the industry.
Looking Ahead
Bäcke expressed enthusiasm for his new role, saying: “This is a very exciting assignment and an important and forward-looking initiative for ATG and the entire Nordic trotting industry. Together with Suomen Hippos, we are now building a new, attractive gaming company.”
As Finland prepares for this significant shift in its gaming market, industry observers will be watching closely to see how Hippos ATG Oy and other operators navigate the new regulatory landscape.
