Background
The gambling landscape has undergone significant transformation in recent years, particularly with the proliferation of new forms of online gambling and their increasing accessibility. Advances in digital platforms and mobile technology have made gambling more readily available, enabling participation anytime and anywhere. This shift has expanded the global reach of gambling, allowing players to engage in international gambling activities that are not bound by local regulations. From a broader perspective, online gambling is part of the digitalization process that is the megatrend of our time. In the future, smart technologies, such as artificial intelligence, are expected to play an increasingly central role in the development of gambling. At the same time, alternative cryptocurrencies, such as Bitcoin, have emerged as alternative payment methods for gambling. Cryptocurrencies are utilized particularly on offshore casinos, but speculation on cryptocurrency exchanges has itself become a form of gambling.
In Finland, the upcoming gambling reform aligns with global developments. According to plans, the current monopoly will be dismantled gradually, with applications for new licenses opening in 2026. Licensed operations are expected to begin in 2027. The reform is anticipated to bring dozens of gambling companies to Finland. Its primary goal is to strengthen the protection of Finnish players and reduce gambling directed toward illegal markets. However, as a side effect, gambling is likely to become more visible due to increased advertising, at least during the initial stages of the transition.
Goal
Given the current national developments and the larger evolving of gambling in the digital age, the aim of this project is to study
- new forms of gambling
- gambling of Finnish people in an increasingly digital and global context
- the impact of the changing gambling system on players and gambling behavior.
The research takes into account emerging AI technologies, the evolving landscape of monetary and digital gaming, and new payment methods such as cryptocurrencies.
The project builds on the Gambling in the Digital Age project funded by the Finnish Foundation for Alcohol Studies in 2021-2024 and continues longitudinal data collections from Finnish adults. We will also conduct cross-national comparisons utilizing the Emerging Technologies Lab’s data infrastructure.
Impact
The Future of Gambling project aims to provide critical insights into the rapidly evolving gambling landscape. The project will provide up-to-date knowledge on the influence of the gambling reform in Finland, based on large-scale follow-up data, but also inform broader global trends, offering valuable guidance for policymakers, industry stakeholders, and researchers navigating the directions of the future of gambling.
Funding
This project is funded by the Finnish Foundation for Alcohol Studies 2025–2027.