Gaming Industry Seeks New Direction in Copenhagen — Responsibility Becomes a Competitive Advantage

The Nordic gaming markets are in the midst of a historic transformation. As Finland prepares its licensing system and Norway tightens its grip, industry leaders will gather in Copenhagen this October for the Scandinavian & Nordic Gaming Show (SNGS) to define new rules of engagement. MS Marketing participates as the event's official Finnish media partner.

The eighth annual SNGS takes place on October 22–23, 2026, with a central question that all of Europe is watching: how to combine strict control with commercial appeal? Event chairman Morten Ronde, managing partner of Nordic Legal, states plainly: traditional regulation has reached its limits.

"The Nordic model is not a single shared system, but a philosophy. It is defined by strong consumer protection and an active state role, but today also by constant tension between control and competitiveness," Ronde analyzes.

Responsibility is becoming the industry's new competitive edge. According to Ronde, mere compliance is transforming from a burden into a powerful differentiator. Operators who build responsible player journeys from the design phase ultimately win the trust of both regulators and players.

The event culminates in the SNGS 2026 Eventus Recognition Ceremony on October 22, honoring innovations across eight categories — from AI to responsible gaming solutions and visionary leadership. Nominations are open until October 9.

MS Marketing's role as SNGS 2026's Finnish media partner is a natural continuation of the agency's strong position in gambling industry marketing and communications. The agency brings visibility to the event in Finland and helps international operators understand the opening Finnish market.

Read the original press release: https://www.sttinfo.fi/tiedote/71948852/peliala-etsii-uutta-suuntaa-koopenhaminassa-vastuullisuudesta-on-tulossa-yritysten-valttikortti

Event details: https://www.eventus-international.com/sngs