Nordic Operators Gear Up for SNGS 2026

The countdown has begun for the 8th annual Scandinavian & Nordic Gaming Show (SNGS) 2026. The two-day event takes place on 22 and 23 October at the Radisson Blu Scandinavia Hotel in Copenhagen, Denmark.

The Nordic region has plenty to talk about. Finland is preparing to launch a new licensing system, Sweden is taking a firmer regulatory line, and Norway is stepping up enforcement. Regulators, operators, technology providers and investors will gather in Copenhagen to discuss how these changes are affecting business across the region.

What the Programme Covers

This year’s sessions focus on regulation, market trends, responsible gambling, technology and commercial opportunities. The agenda covers Denmark, Sweden, Norway, Finland and Iceland.

The first day ends with an awards evening that recognises achievements across the industry. The second day closes with relaxed farewell drinks, giving delegates a final chance to network and share ideas.

What Operators Are Saying

Ahead of the show, leading Nordic operators shared their views on regulation, competition, technology and where the market is heading.

Build Compliance Early

Antti Koivula, Chief Compliance Officer at Hippos ATG, says operators entering Finland’s soon-to-open regulated market should start preparing now. He explained:

“The key priority is to move from reading the rules to operationalising them early enough across product, marketing, payments, technology and customer operations. At the same time, operators need to retain enough flexibility in their implementation, as parts of the regulatory framework and technical requirements are still to be published.”

He also warned against assuming that a compliance setup from another market can simply be copied across. On the player experience, he said:

“Strong compliance and a competitive player experience are not opposites. Good compliance should be built into the customer journey rather than added on top of it, while operators compete through product quality, usability, service and trust.”

Antti said he is looking forward to analysing Finland’s gambling reform with fellow industry experts at the show. With the licensed market opening soon, he expects plenty to discuss.

Standing Out in a Mature Market

Bo Flindt Jørgensen, CEO of Landbrugslotteriet, believes the Danish market rewards operators who can set themselves apart. In his view:

“The ability to differentiate your brand, product offer, concepts and service offer will be crucial to shift market shares in a mature Danish market. I see little innovation and creative thinking in gaming operators’ strategies and communication, so there is definitely room for improvements.”

He sees AI as the biggest opportunity for operators and also one of their biggest challenges. On regulation, Bo called for a balanced approach that restricts operators while still letting them develop products in line with changing consumer behaviour. He argued that rules should reflect the risk profile and playing patterns of each gaming category, since a one-size-fits-all model undermines the long-term sustainability of the market.

Bo identified falling lottery revenues since the market was regulated as the main challenge in Denmark. He said that when lotteries suffer, the surplus going to good causes suffers too, which is not what a mature market should aim for. He added that SNGS offers a forum to share ideas that can feed into new legislation and new opportunities for suppliers and operators.

Winning Players from the Grey Market

Tero Holopainen, Head of Product for Casino & Games at Coolbet, says clarity will matter most as Finland opens up. He said:

“Key in any regulated market is predictability and clarity. Predictable costs and clear rules are crucial for operators to invest in a new market, together with enforcement against the grey market. In an ideal situation, the regulator would work together with the regulated operators to ensure a high channelisation rate.”

On how licensed brands can compete with unregulated rivals, Tero pointed to localisation and the trust a licence provides:

“The grey market will always exist, but having a product tailored towards Finland, with local payments and local sports offering, will give the licensed operators an edge.”

He said he is looking forward to meeting industry peers and hearing the latest updates and innovations from the Nordic markets.

Awards Evening and Nominations

The SNGS Eventus Awards 2026 will take place on the evening of 22 October 2026. The awards honour standout individuals and organisations across the Nordic gaming industry.

Nominations remain open until 9 October 2026, and the shortlist will be revealed on 14 October 2026. Nominations can be submitted at eventus-international.com/sngs-award-nominations.

How to Get Involved

Delegate, sponsorship and exhibition packages are available for SNGS 2026. They give companies a chance to raise their profile, meet key industry figures and connect with the wider Scandinavian and Nordic gaming community. Places can be booked at eventus-international.com/sngs.

Sponsorship and exhibition enquiries should go to Lou-Mari Burnett, Chief Operating Officer at Eventus International, at [email protected] or +27 82 907 5850.