Wildz Group became the first operator to announce Finnish licence approval, with CEO Sam Brown readying 11 brands for the country’s private online gaming launch on 1 July 2027.
Wildz Finland licence: the group was among the first to receive approval, joining Hippos ATG. Around 80 companies have applied for licences. Wildz plans to apply for more and launch all 11 of its brands in a market that is heavily slots-focused, with in-house technology built for each .fi product.
- The First Finnish Licence Awards
- A Casino Market for a Casino Business
- Building 11 .fi Products In-House
- How Wildz Plans to Enter the Market
Wildz Group became the first operator to publicly announce Finnish licence approval. The regulator told the Malta-based company last week that it holds a licence for the new Finnish market, which opens to private operators on 1 July 2027. That date marks the liberalisation of Finland’s gambling monopoly.
Around 80 companies have applied for licences. Wildz and Hippos ATG have been the first to announce approval, with more decisions expected as the application window nears its eight-month mark.
The First Finnish Licence Awards
Finland is liberalising its regulated online market for the first time. The National Police Board oversees licensing, and roughly 80 applications have come in since the window opened. The market is small, but the prize is strategic: a fully regulated Nordic base for operators that want to grow in a 100% locally regulated jurisdiction.
AGBrief has tracked Finland’s licensing process as more operators seek approval.
Wildz CEO Sam Brown called the approval a “big win” and positioned it as part of a longer strategy to operate in markets that are either fully regulated or moving towards full regulation. Hippos ATG, a joint venture with plans to revamp horse racing, is the other operator to have publicly confirmed a licence.
A Casino Market for a Casino Business
Brown’s pitch for Finland is product-market fit. The country is very casino-focused, and Wildz runs a very casino-focused business. His team plans to launch a couple of sportsbook products, but slots will dominate the Finnish offering.
Live casino and other verticals are less popular in Finland, which suits Wildz. Live casino and other verticals are less popular in Finland, which suits Wildz. Brown also sees the risk profile: multi-brand entry spreads exposure across licences and may create an opening for future acquisitions.
iGaming Business reported on Finland’s licensing window when it opened.
Building 11 .fi Products In-House
Running 11 brands through one licence is a serious build. Wildz is developing its technology stack in-house rather than reusing a shared .com platform. Brown described the work as daunting, but said the team is on track.
“We’re literally building 11 .fi products,” Brown said. “We don’t want to give them a watered-down .com product with bits removed and filters and blocks and things.” The Finnish products will be studied against what the National Police Board expects from a compliant, enjoyable offering.
How Wildz Plans to Enter the Market
Brown warned against rushing in. “We don’t want to go in guns blazing, spraying money around; we’ve seen how that goes historically when markets open.” He expects a few bad actors to test the system, and said a measured entry gives the regulator room to act.
The plan is to find a position in the market and give players the best possible experience within the rules. A multi-brand strategy also creates a path for acquisitions and deeper market share. Finland is the first regulated step in a wider plan to build a regulated footprint.
Frequently Asked Questions
Who got the first Wildz Finland licence?
Wildz Group was among the first operators to publicly announce Finnish licence approval. It joins Hippos ATG, while roughly 80 companies have applied for licences so far.
When will private gambling start in Finland?
Private operators can launch on 1 July 2027. Finland is liberalising its monopoly, and the National Police Board will supervise licences and player protection requirements.
How many brands will Wildz launch?
The CEO plans to apply for several more licences so the group can launch all 11 of its brands in Finland. He expects to split the brands into different licences and spread them across multiple permits.
Why is Wildz building in-house in Finland?
The group is building 11 dedicated .fi products rather than adapting a .com platform. Brown said Wildz will study what the National Police Board expects and create a compliant, enjoyable offering from the bottom up.
What is Wildz’s focus in the Finnish market?
Slots dominate the Finnish strategy, with a couple of sportsbook products on top. Live casino is less popular in Finland, so Wildz is leaning into its strongest casino and slots portfolio.
Why did Wildz pick Finland?
Finland is 100% locally regulated, which fits Wildz’s strategy of entering markets that are fully regulated or moving towards that. The CEO sees strong product-market fit and a route into M&A opportunities.
This article has been thoroughly researched and reviewed by the CasinoBait editorial team to ensure accuracy and relevance for Asian casino players.
