Trumo Enters Finland's Gambling Market
Swedish payment providers Zimpler and Brite are already established for Pay N Play, and now Trumo is set to seek a larger role as the Finnish gambling market prepares for new licensed operators.
Finland is set to launch licensed online gambling from 1 July 2027 under the Gambling Act. Reports indicate that up to 50 operator license applications have already been submitted ahead of the changes.
More Competition for Established Payment Providers
Registration-free casino payment methods like Zimpler and Brite are popular with Finnish player and the most recognized in the country.
Zimpler started with mobile payments but shifted to Pay N Play as the model gained popularity. It allows players to make deposits and withdrawals and supports nearly all the major Finnish banks.
Brite was founded specifically around Pay N Play. The operate is Swedish and allows casino players to make deposits and withdrawals using online banking without the need for traditional usernames or passwords.
Finnish providers Trumo and Viljo have recently entered the market. Trumo focuses on fast account-to-account payments that have multi-layer authentication and data security. Viljo supports a broad selection of Finnish banks and the payment method was built around local users.
New Licensed Online Gambling Market in Finland Coming in 2027
Finland is preparing to introduce licensing for online gambling and this will end the monopoly that Veikkaus has held and allow for new online casinos in Finland. The new iGaming market will allow international operators to apply for licenses and the market is set to begin operating in July 2027.
The new licensed market is set to create demand for payment methods that can offer fast transactions while supporting identity checks and compliance requirements.
According to Trumo, its platform provides real-time account-to-account payments alongside strong customer authentication and instant verification of bank account ownership.
Trumo operates under the supervision of the Finnish Financial Supervisory Authority.
Trumo was founded in 2020 and the operator's headquarters are in Helsinki. It covers iGaming as well as e-commerce and fintech.
Pay N Play Central to Finland iGaming Market
Pay N Play, or registration-free payments, has grown in Finland and it reflects the wider shift in Nordic regions towards account-to-account transactions.
The Pay N Play model was established by Trustly when they combined player identification and deposits through online banking. Zimpler and Brite expanded on this concept.
With legal online gambling coming to Finland, both Trumo and Viljo have been developed with the regulatory changes in mind. They include systems that will support transaction monitoring as well as reporting.
