Finland bans Estonian operator MagicPoro from targeting local players, with a EUR 1.2m conditional fine

Finland's National Police Board (NPB) has issued a prohibition and a conditional fine against Estonian operator MagicPoro over the unlawful targeting of players in Finland. According to a report by NEXT.io, it is the first order of this kind since Parliament approved the country's new gaming legislation in 2025.

MagicPoro holds a license in Estonia, but Finland's Lottery Act does not permit it to actively target Finnish customers. The NPB opened an investigation in 2025 into the company's gaming brands, which include Pelikaani, Pelikioski and Bigwin. The authority concluded that the brands were operating in breach of the law and tried to contact the company. MagicPoro did not respond at first.

Several months later, the operator replied that its content was not aimed at any specific country. It also said it had instructed its partners to stop publishing content in the Finnish language.

The NPB nevertheless continued to find significant marketing activity in the following months. This included two campaigns promoting the Pelikioski brand on the Viralify platform. Affiliate sources told NEXT.io that MagicPoro had indeed asked partners to take down Finnish-language marketing material, but a substantial amount appears to have stayed online. The regulator also found that MagicPoro was behind another site called Pottila.

As a result, the NPB prohibited the company from marketing its services in Finland and ordered it to stop targeting Finnish players. A conditional fine of EUR 1.2 million is attached to the order. The fine becomes payable only if MagicPoro is found to have violated the prohibition.

MagicPoro will also be placed on a payment blocking list, which is intended to stop Finnish payment and financial services from processing bets involving the operator. The order could additionally weigh on future licensing decisions if the company decides to apply for a license once Finland's commercial gaming market opens.