Finland’s iGaming search interest rose 18.7% during 28 September–4 October 2026 as Eurojackpot rolled towards its €120 million cap. Blask’s supplied figures show Veikkaus accounting for approximately 74% of the weekly Index increase. For operators and affiliates following Finland’s 2027 gambling market opening, the comparison shows where increased interest was concentrated, while leaving its product mix unresolved.
Finland’s weekly Blask Index increased from 806,100 to 956,700, a rise of 18.7%.
Veikkaus’s Index rose 33.7%, as reported by Blask, and accounted for approximately 74% of the national increase.
Other tracked brands combined recorded approximately 8.2% growth, based on Ace Alliance’s calculations.
The first €120 million draw took place on 6 October, outside the reporting week. Lottery-type games will remain under Veikkaus’s monopoly when licensed competition begins in July 2027.
The supplied report allows Finland’s national movement to be compared with Veikkaus’s contribution. The state-owned operator’s Index increased from 330,200 to 441,700, with Blask reporting growth of 33.7%.
| Measure | 21–27 September | 28 September–4 October | Change |
|---|---|---|---|
| Finland’s total Index | 806,100 | 956,700 | +18.7% |
| Veikkaus Index | 330,200 | 441,700 | +33.7%, reported by Blask |
| Other tracked brands combined | 475,900 | 515,000 | +8.2%, calculated |
| Veikkaus’s share of the total | 41.0% | 46.2% | +5.2 percentage points, calculated |
Source: Blask, supplied Finland analysis. Other-brand totals, search shares and Veikkaus’s contribution to the increase are Ace Alliance calculations using Blask’s rounded Index values.
Finland’s total increased by 150,600 Index points. Veikkaus contributed 111,500 of that increase, or approximately 74%. Its share of tracked interest also rose, from about 41% to 46.2%.
The remaining brands’ combined Index grew by 39,100 points. That establishes that growth extended beyond Veikkaus, although the aggregate does not show which individual brands or products contributed most.
The Blask Index measures filtered, normalised brand search interest. These figures do not directly measure player numbers, ticket sales, deposits or operator revenue.
Finland’s daily Index peaked at 183,500 on Friday 2 October, followed by 176,700 on Saturday. Blask identifies these as the highest readings since 19 September, when the Index reached 194,200.
Source: Blask, Finland daily Index comparison for 21–27 September and 28 September–4 October 2026.
The latest week therefore recovered from the preceding week without exceeding September’s earlier daily high. Blask also says Finland’s Index regularly peaks on Fridays and Saturdays, making the wider weekday pattern relevant.
Veikkaus announced the €120 million prize late on Friday evening. The full-day reading includes activity before that announcement; hourly or query-level evidence would be needed to examine the immediate response.
Veikkaus’s announcements establish the sequence around the capped prize:
The 18.7% weekly rise captures the rollover and the announcement of the capped prize. Search activity around the 6 October draw belongs to the following week.
The timing is consistent with increased attention around Eurojackpot, but the national Index alone cannot establish how much of the movement the lottery caused.
Blask’s supplied report also provides a comparison with May. On Tuesday 26 May, when a ticket in Czechia won the €120 million jackpot, Finland’s Index reached 185,200. The previous Tuesday’s reading was 178,200.
That is an increase of approximately 3.9%, calculated from the supplied values. It is a comparison between two Tuesdays; the latest 18.7% figure compares two complete weeks.
The May figures therefore describe a modest same-weekday change without measuring the full rollover period. A fuller comparison would examine the weeks before and after each capped draw, alongside Veikkaus’s contribution and movements in other brands.
Matching the jackpot amount alone does not establish that the two periods should produce the same search response.
Finland’s reform gives this distinction a commercial purpose. Licensed betting, online slots, casino games, and online money bingo can begin on 1 July 2027. Veikkaus will retain its monopoly on lottery-type games, scratch cards, physical slot machines, and physical casino games.
The licence application process opened on 1 March 2026. By 8 June, the National Police Board had received 50 applications, as covered in our report on operator interest in Finland’s new licensing framework.
Those preparations concern specific products opening to competition. Veikkaus’s increased search share needs to be read alongside that product distinction.
Veikkaus offers the state lottery and other gambling products, so its brand Index cannot isolate Eurojackpot interest. The remaining brands’ combined 8.2% increase also needs further detail before it can be attributed to particular categories.
For prospective entrants, the useful next step is to examine individual competitors and product-level evidence alongside the national movement.
The supplied data gives businesses a clearer starting point for research. Several comparisons can make the weekly movement more useful:
Preparation must also reflect the operating timetable. The Finnish government says Veikkaus retains its monopoly until the end of June 2027; a licence application does not authorise an earlier launch or marketing activity.
Our earlier analysis of Finland’s player-protection proposals and channelisation goals provides context for the policy debate surrounding that transition.
The next reporting period can show whether elevated interest continued through the capped draws on 6 and 9 October. Longer-term comparisons can then establish whether the concentration in Veikkaus persists after the jackpot is eventually won.
Additional research: Blask, “Finland’s Blask Index rises 18.7% in a week as Eurojackpot jackpot reaches €120M cap,” supplied to Ace Alliance. The report provides weekly data for 21 September–4 October 2026, the daily chart, and the May draw-day comparison. The weekly figures in this article follow the supplied report.
