Hippos ATG

History and Formation

Hippos ATG was formed in April 2025 as a 50/50 joint venture between AB Trav och Galopp (ATG), Sweden’s former horse racing monopoly, and Suomen Hippos ry, the Finnish trotting association. The founding came as Finland prepared to end the state-owned Veikkaus monopoly and open its online gambling market to licensed private operators – a reform approved by parliament in December 2025 with the market launch set for 1 January 2027. Hippos ATG will be one of the first entrants, targeting a domestic horse racing betting market estimated by CEO Mikael Bäcke at approximately €60 million annually.

Business Model and Platform Strategy

In September 2025, the company confirmed it would operate under the ATG consumer brand, leveraging its strong recognition in Sweden and among Finnish bettors. The consumer-facing website will be ATG.fi, and the existing ATG mobile app will be adapted for Finnish users. All products – horse racing betting, sports betting and online casino – will be powered by ATG’s in-house gaming platform, which Bäcke describes as “unparalleled” for racing. This centralised approach is intended to deliver economies of scale and streamline development.

Profit-Sharing and Racing Support

Under the joint venture structure, Suomen Hippos receives 60% of surpluses and ATG 40%. Hippos ATG has committed to channelling up to 60% of its surplus directly back to Finnish harness racing, a sport that has seen annual funding fall from around €40 million to €30 million, endangering several race tracks. The company also launched the ATG Talent development programme in 2025, designed to strengthen the long-term future of Finnish trotting by supporting trainers, drivers and stable staff.

Regulatory Timeline and Competitive Outlook

Hippos ATG applied for a gambling licence with Finland’s Police Board in 2026 (reported in July 2026). It plans to go live on the first day of the regulated market in 2027. Bäcke has stated that state monopolies have “marginalised” horse racing betting in Finland, creating a “vacuum” that Hippos ATG aims to fill. By combining local racing expertise with ATG’s technology and commercial experience across Sweden and Denmark (via the Bet25 brand), the venture positions itself as a leading specialist in racing, while offering sports and casino as complementary verticals.

Team and Growth

As of August 2025, the company consisted of just three people (CEO, CCO, Chief Compliance Officer). By early 2026, a COO had been added, bringing the total to four. The company is actively hiring for additional Helsinki-based roles and expects to grow further ahead of the 2027 market opening. The board includes ATG CEO Hans Lord Skarplöth as chairman, alongside representatives from both parent organisations.