Finnplay

History and Founding

Finnplay was founded on 17 December 2008 by Martin Prantner in Finland. Initially a small software house, it evolved into one of the Nordics' leading platform technology firms. In April 2021, the company was acquired by Entain plc, one of the world's largest sports‑betting and gaming groups. Despite the acquisition, Finnplay maintains its own management team and product identity.

Product and Technology

The core product is the Titan platform, a modular PAM system built on microservices architecture and hosted on Google Cloud since 2022. Titan integrates all essential third‑party services—games (over 120 providers), payments, KYC, CRM, AML, responsible gaming, and reporting—and also offers front‑end development, including native mobile applications. Titan 3.0, launched in February 2026, introduced advanced campaign tools, enhanced player controls, and improved scalability. In March 2025 Finnplay launched Finnstream, a new product whose details are not yet fully public. The company also offers the Platform of Cooperation concept (launched September 2024), which allows operators to keep direct contracts with suppliers while leveraging Finnplay's technology. Additional products include the 360 Service managed services package and Finnsafe responsible gaming tools.

Business Model and Market Position

Finnplay serves 11 operators across 20 brands (live and in development). The company positions itself as agile and service‑oriented—small enough to be fast and flexible, but experienced enough (over 15 years, 150+ staff) to provide reliability. Key markets are the Netherlands, Sweden, Lithuania, and Finland, which is transitioning to licensing. In 2025, Finnplay secured several operator agreements in preparation for the Finnish market launch. Unlike many larger platform providers, Finnplay operates only in jurisdictions that require locally issued B2C licenses, refusing white‑label models that rely on remote licenses.

Regulatory and Licensing

Finnplay holds or has operated under licenses from the UKGC (since 2017), Romania (2018), Sweden (B2B license since 2023), and local permits in the Netherlands, Lithuania, Hungary, Estonia, and Mexico. It is also licensed by the Malta Gaming Authority (MGA). The company has a 100% compliance record and was ISO certified in April 2023.

Awards and Recognition

Finnplay has received notable industry awards: EGR Nordic Platform Provider of the Year (2021), Tivi 250 – 241st biggest IT company in Finland (2025), and Innovative Supplier of the Year 2025 (SNGS). It surpassed 150 employees in May 2026.

Leadership

Jaakko Soininen serves as Managing Director (effectively the most senior executive). Brian Forth is Commercial Director. Founder Martin Prantner stepped aside from the CEO role and now focuses on strategy, new markets, and partnerships. No CTO, COO, or CFO roles are publicly disclosed.