Finnish casino entrepreneurs bring Nordic energy to Malta’s SiGMA

With the Grand Harbour glistening in the morning light, two familiar figures in Finland’s casino affiliate scene paused long enough to reflect on their annual trip to Malta for SiGMA 2025.

Tomi Huttunen, founder of OnlineCasinoSuomi.com, and Mikael Korhonen, the man behind Kasinon.live, are in Malta for the SiGMA summit but this trip was about more than just meeting the iGaming community during one of their many annual gatherings.

“This year was different,” Tomi admitted, leaning back after a long string of meetings. “I’ve been to SiGMA plenty of times, but this was the first time I had space to see Malta outside the conference. Sigma is much smaller this year, with about half the attendees from last year. I went scuba diving for an afternoon. Honestly, it was one of the highlights of my year. It gave me energy to go back into the talks and actually think more creatively.”

That mix of business and leisure captures what makes SiGMA unique. For the global iGaming industry, the event is equal parts trade show, networking festival, and Mediterranean retreat.

A year of rising traffic

Mikael had his own reason to arrive in Malta with a smile. His site, Kasinon.live, has enjoyed a “huge rise in traffic” in 2025. Though careful not to reveal too many details, he made clear that the growth was substantial and strategic.

“It’s not a coincidence,” he said. “Together with Tomi we’ve been working hard on clarity and trust. More straightforward guides, better SEO, and a stronger experience for Finnish players. That’s why users keep coming back. We’re ready for the next step, but some of those discussions can’t be signed off publicly just yet.”

For Tomi, the story is one of steady evolution. OnlineCasinoSuomi.com, his long-running project, has grown from a simple comparison site into a broader platform. It now offers regulatory updates, payment method guides, and in-depth reviews designed to help Finnish players make safer, more informed decisions.

“Our aim has shifted,” Tomi explained. “We don’t just want clicks; we want trust. The next chapter is about richer content, new product partnerships, and giving players genuinely useful tools. If we do that, the growth will follow naturally.”

Malta as the meeting ground

For both men, Malta is irreplaceable. The island has built itself into the beating heart of Europe’s gaming industry, home to operators, regulators, and service providers in one compact setting.

“You could send 200 emails and not achieve what you can in one afternoon here,” Tomi said. “At SiGMA, all the right people are always present.”

This year, Tomi also brought colleagues Sini and Ville from Finland, turning the trip into a mini company summit. “Having our editorial and product teams in the room when a potential partner pitches is invaluable. Decisions get made faster.”

Mikael nodded. “And it’s not just about structured meetings. Malta encourages informal conversations that become serious later. You might meet someone at a dinner table and realise two hours in that you’ve found your next business partner. That doesn’t happen over Zoom.”

SiGMA’s new tone

This year’s edition of SiGMA is different, both agree. “The industry is maturing,” Mikael said. “People aren’t just chasing raw traffic anymore. The focus is shifting to retention, compliance, and user experience. SiGMA has adapted by creating space for longer conversations, not just booth pitches.”

The timing is crucial. Across the Nordics and Europe, regulators are sharpening their frameworks. Finland is preparing to overhaul its monopoly system; Sweden and Germany have tightened their laws. Affiliates and operators alike must adapt quickly.

“Regulation used to be seen as an obstacle,” Tomi said. “Now, it’s a competitive advantage. If you can offer a platform that is transparent, compliant, and easy to use, players reward you with trust. And that’s what lasts.”

Malta’s charm goes far beyond the convention floor. Photo: Pexels

Stepping away from the screens

Perhaps the most telling moment of their Malta trip came not at the conference but under the waves. Tomi’s scuba dive, an experience he described as “rejuvenating,” turned into a metaphor for the week.

“When you disconnect completely, ideas come rushing in,” he said. “I went underwater thinking it would just be a break. Instead, I surfaced with three new ideas for content formats. It reminded me that the best business insights don’t always come in a meeting room.”

Mikael agreed that Malta’s charm goes far beyond the convention floor. “The island gives you context. You can be deep in a conversation about compliance one minute and then step outside to see centuries of history or the Mediterranean sunset. That balance keeps people coming back. You build better relationships when you also share experiences.”

Building trust in a crowded market

The affiliate world is not without its critics. Some sites have been accused of prioritising clicks over transparency. Tomi and Mikael acknowledged this challenge head-on.

“OnlineCasinoSuomi.com has always been upfront,” Tomi said firmly. “If a casino has restrictions for Finnish players, we highlight that clearly. We’d rather lose a short-term click than lose long-term credibility.”

Mikael echoed the sentiment. “Our growth at Kasinon.live came because players feel respected. We break down payment options, explain licenses, and update content regularly. Readers can sense when you’re being honest. That honesty is what keeps them loyal.”

Looking ahead

Both men hinted at ambitious projects ahead. Tomi revealed that his team is experimenting with interactive guides and short-form video content tailored for mobile users. Mikael suggested Kasinon.live is exploring neighbouring markets, adapting its localised model to Germany and beyond.

“The next stage isn’t just traffic,” Mikael said. “It’s engagement. How do you keep readers coming back? How do you make them feel like the site was built for them? That’s the challenge we’re tackling.”

Tomi agreed: “We’re moving from being just content producers to being product builders. It means thinking deeply about design, compliance, and what users really need. That’s the future.”

Disclaimer: Play responsibly. Players must be over 18. For help visit https://www.rgf.org.mt/