Hippos ATG Appoints Samuli Justén to Lead Marketing for Finnish Market Entry

Finland is currently witnessing a tectonic shift in its gambling legislation. The long-standing state monopoly is giving way to a modern licensing system scheduled to take effect in 2027. In this dynamic environment, Hippos ATG is positioning itself as a serious player, strengthening its local team with high-caliber experts. The appointment of Samuli Justén as Head of Marketing Communications is a clear signal to competitors that the company is ready to capture market share in the Nordic region.

Samuli Justén takes on his new role with an impressive resume. He brings not only a deep understanding of the international gambling industry but also years of experience in strategic brand development. For the past eight years, he served as a partner and strategic planner at Duran Creative. There, he managed numerous high-profile brand experience projects and marketing strategies, making him an ideal fit for the challenges ahead in Finland. The move comes at a crucial time when the foundations for market entry must be laid to be fully operational by the 2027 launch.

Numbers and facts

Samuli Justén looks back on an eight-year career as a partner at Duran Creative before starting his new role at Hippos ATG on August 17, 2026. He describes the Finnish market opening in 2027 as a once-in-a-lifetime professional challenge. Joonas Saha, Chief Commercial Officer at Hippos ATG, emphasizes the importance of this appointment for the company. Preparations are in full swing as the company aims to build a completely new brand narrative. According to Justén, winning in this market requires more than just an excellent product; it requires the ability to stand out and tell the most meaningful story.

"I have followed the gambling industry closely and have consulted for several betting companies over the last eight years. Professionally, this is the kind of opportunity that comes along once in a career. At Hippos ATG, we have the chance to build the entire narrative and brand experience from scratch on a clean slate." - Samuli Justén, Head of Marketing Communications at Hippos ATG

Background

Finland's decision to abandon its gambling monopoly follows a Europe-wide trend toward regulation and liberalization. Similar to Germany or Sweden, a licensing system is intended to ensure better player protection and tax revenue. For companies like Hippos ATG, this means competing against international giants already waiting in the wings. Strategic planning involves far more than just advertising. It is about building trust and a local identity in a market previously shaped by state structures. Joonas Saha sees Justén's international experience as the key to succeeding in this highly competitive environment.

"We are thrilled to welcome Samuli to our team. He brings a wealth of experience in strategic marketing, brand building, and marketing communications planning. In addition to that, Samuli’s international experience in the gambling sector provides us with exactly the expertise required to succeed in Finland’s new and highly competitive market environment." - Joonas Saha, Chief Commercial Officer at Hippos ATG

Why it matters for German players

For German players, the development in Finland has no direct impact on their daily gaming experience but serves as an interesting comparison. Germany has already undergone a similar transition with the State Treaty on Gambling 2021 (GlüStV 2021). Anyone wishing to play safely in Germany must ensure the provider is listed on the official whitelist of the Joint Gambling Authority of the Federal States (GGL). These casinos guarantee compliance with strict rules, such as the cross-provider deposit limit of 1,000 euros per month, monitored via the LUGAS system. The one-euro stake limit per spin on virtual slots also protects against excessive losses.

The situation in Finland shows that regulation is becoming the global standard. Players should avoid platforms without a GGL license, such as those with licenses from Curacao or Malta (MGA), as they often do not guarantee high German standards for player protection and legal recourse. In a regulated market like Germany's or the future Finnish one, players have the security that their winnings will be paid out fairly and assistance systems like OASIS are active. Sticking to GGL-licensed providers ensures a legal and audited gaming environment that prioritizes transparency and security.

What it means for GGL-licensed casinos

German licensees are closely watching these international shifts. The case of Finland demonstrates that marketing and brand identity are becoming increasingly important when regulatory frameworks are the same for all participants. If every provider must follow the 5-second rule or the deposit limit, branding becomes the decisive differentiator. Hippos ATG's move is a signal relevant to German operators: in a saturated or newly opening market, the winner is the one who gains customer trust through clear communication and responsibility. German casinos must prepare for increased competition for talent in marketing and compliance due to such international movements.