Wildz Group has been granted a Finnish gambling license, marking a significant step in the company’s plans for expansion into Finland's online gambling market. CEO Sam Brown articulated the ambitions that come with this license approval, noting that their operations in Finland will commence on July 1, 2027, coinciding with a major regulatory reform that will open the market to private operators for the first time.
Currently, around 80 companies have submitted applications for licenses, and Wildz is among the first to announce its approval, along with Hippos ATG. Other decisions are anticipated soon as the eight-month application period nears its conclusion.
In a conversation with iGB, Brown emphasized that entering the Finnish market is a key part of Wildz’s strategy to enhance its presence in regulated markets. He revealed the company's intention to launch all 11 of its casino brands in Finland, suggesting that additional license applications will follow their current approval.
"Now that we’ve secured one license, we will likely apply for several more because we want to enter the market with all 11 of our brands," Brown stated. He talked about possibly distributing these brands across various licenses to manage operational risks more effectively.
With a focus on becoming a robust competitor, Wildz plans to capitalize on synergies between its business model and what Brown describes as a very casino-oriented Finnish market. He noted that while they will introduce some sportsbook offerings, the primary focus will remain on casino games, particularly slots, which align with their core business approach.
Wildz recognizes it will face stiff competition from various operators, many of whom have experience in Finland's gray market. Notably, Hippos ATG intends to enhance the horse racing sector and views the casino vertical as highly competitive. Additionally, the existing monopoly operator, Veikkaus, is also applying to maintain a foothold in online gaming with its established brand and customer base.
Brown highlighted the importance of entering the Finnish market with caution and maturity, steering clear of aggressive spending. "We don’t want to go in guns blazing, spraying money around; we’ve seen how that goes historically during market openings," he said. He expressed concern about the potential for overzealous operators leading to stricter advertising regulations by the government.
In preparation for their operations in Finland, Wildz is developing its technology stack in-house, aiming to create tailored products that meet local expectations. Brown acknowledged the daunting task of building 11 distinct .fi products but maintained that they are on schedule. He stated their intention is to deliver a product that exceeds expectations without diluting the user experience, emphasizing compliance with regulations set by the National Police Board.
"We’re fully proprietary here, so we’re building everything. We want to give Finnish players the best possible product experience," he added, reinforcing their commitment to quality and adherence to market standards. Their goal is to introduce an industry-leading product that players will enjoy and that aligns with Finland’s regulatory framework.
