When s*it hits the fan

In 2027, Finland's gambling market will undergo a transformation. International operators will take over the field, promising a boost to the marketing industry. Or will they? I have studied the new legislation, attended industry seminars and followed the discussions. There's a lot of talk about where and how gambling can be advertised, but little about how it should be done, well. Marketing professionals haven't been part of the conversation. Yet one thing is certain: quality beats quantity.

Let me cut to the chase and provoke a little. When 15 major gambling operators enter Finland simultaneously and flood the media with consumer-insulting advertising, what happens? Finns get pissed off. And when Finns get pissed off, politicians—at least out of sympathy—get pissed off too. And just like that, the playing field for gambling advertising shrinks, entirely self-inflicted. This is exactly what happened in Sweden.

Gambling operators are now probing the market and booking media space, asking: how much money does it take to reach a certain market share? But where will that market share come from if they don't even know what brands they're competing against? What kind of muscles other brands have. Everything is relative. Everything is compared to something. Without a strategy, competition is just a game of chance.

Strict regulations are an opportunity. Brand advertising will be allowed. It can work without shouting, and when done right, people might even like it. Let me repeat: people might actually like it. Good advertising creates inbound interest. Good advertising always has its haters and it should. The most important thing is that the right people love it and talk about it.

I fear the industry will create its own problems and dig its own grave. But the smartest players will do things differently. Clever and audience-respecting marketing can be entertaining and it can prevent further regulation. In a market where products are essentially identical, branding becomes the competitive advantage. And who will turn responsibility into a competitive edge? What can a brand do for Finns? A strong brand can take a hit and still stand tall. Let's continue the conversation.