Hippos ATG, the joint venture from Swedish horseracing operator ATG and the Finnish Trotting and Breeding Association, Suomen Hippos, will use the ATG brand in Finland’s regulated market.
Finland’s regulated framework is set to come to fruition in early 2027 and Mikael Bäcke, Hippos ATG CEO, has revealed ATG’s brand recognition played a key part in the board’s decision.
By operating under the ATG brand, the JV, launched in April, will soon launch its ATG.fi website, as well as an app that features ATG’s existing style and design.
Bäcke said: “ATG is a strong, trusted quality brand in Sweden and already familiar to many Finnish gamblers. That is something we want to build on as we enter the new Finnish gambling market in 2027.”
The decision has been described as a “cost-effective solution” by the JV, which will leverage ATG’s “existing communication assets, messaging and design”.
The Hippos ATG CEO added: “We will be a gaming company that benefits both customers and Finnish horseracing. As much as 60% of our surplus – from betting on horses, sports and casino – will go directly back to harness racing in Finland.”
Alongside the announcement, the JV also launched a new scheme, called ATG Talent, which aims to help those who are touted to have successful careers within Finnish horseracing.
Participants of the ATG Talent programme will gain access to various experts across all areas of the industry, including topics such as horse welfare, communication, media training and sports psychology.
The first round of the programme will take place in 2026, with the chosen candidates expected to be selected in Q4 of this year.
The launch of Finland’s regulated market in 2027 will mark the end of the nation’s monopoly via state-owned Veikkaus.
The post Hippos ATG to use ATG brand in regulated Finnish market first appeared on EGR Intel.
Recently formed joint venture chooses ATG as its consumer-facing proposition for when Finland’s legal market is launched in 2027
The post Hippos ATG to use ATG brand in regulated Finnish market first appeared on EGR Intel.