Helloween

About Helloween

From July 2027, the company will lose exclusivity over betting and iCasino products, which will become licence-based, while retaining exclusive rights for lottery games, scratchcards, slot machines and physical table games. 

The company has committed to paying market-based compensation for exclusive operations, estimated at around €1 billion for a 10-year licence period, with a significant front-loaded payment scheduled for 2026.

In further preparations for the competitive market, Veikkaus this week joined the market’s trade body, the Finnish Gambling Association, which has long lobbied for market liberalisation.

How to play Helloween

“For all of our customers, it’s been and will continue to be business as usual,” Wilson says.

The wider opportunity is to reduce some of the fragmentation operators face. Splash Tech’s jackpots and free-to-play products complement RubyPlay’s free spins, rewards, missions and tournaments, while remaining capable of supporting third-party content rather than being fenced inside a single studio’s games.

What changes is the support behind that business. Wilson says Splash Tech is moving from the resources of a 20-person company to those of a group of around 300, adding depth across licensing, compliance, finance, technology, product and business intelligence. In his characteristically understated phrasing, each area has had “rocket fuel injected into it”.

About Helloween

Jefferies described market makers as the ecosystem’s “liquidity backbone”. They post executable bids and offers, manage inventory and provide prices when customer activity is heavily weighted to one side.

The analysts estimated that an operator capturing a one-cent spread and managing its exposure successfully could generate net economics of approximately $1.69 on a $100 trade. Returns are not guaranteed: adverse price movements and unresolved inventory can offset or exceed income from spreads, rebates and liquidity incentives.

The operational infrastructure available to these new firms, however, remains underdeveloped. Gonzalez contrasts prediction markets with equities, where trading businesses can use prime brokers, clearinghouses and standardised systems such as FIX.