Wildz CEO Sam Brown expressed optimism regarding the company’s future in Finland after receiving approval for an online gambling license. The announcement last week positions Wildz as the first operator to confirm such approval within Finland’s revamped regulatory framework, which opens the online gambling market to private stakeholders starting July 1, 2027.
Finland is in the midst of significant gambling regulatory changes that will dismantle its existing monopoly, allowing for private operators to enter the arena. To date, around 80 companies have submitted applications for licenses, with Wildz and Hippos ATG among the first to secure approval, as anticipation grows towards further decisions now that the application period has reached nearly eight months.
In an interview with iGB, Brown elaborated on Wildz’s plans for the Finnish market, which he identified as a strategic priority for the company's expansion into regulated markets.
Wildz, headquartered in Malta and known for its diverse brands, has its flagship Wildz Casino actively operating in Germany. Brown characterizes the Finnish license as a crucial victory and aligns it with the group’s longer-term strategy of engaging primarily with markets that are either fully regulated or on a path to regulation.
Having secured its first Finnish license, Wildz plans to pursue additional licenses, aiming to introduce all 11 of its brands into the market. "Now that we’ve been successful with one license, we will likely also apply for several more because we will enter the market with all 11 of our brands," Brown stated. He hinted that the company might differentiate its brands across multiple licenses to effectively manage risk and pave the way for potential mergers and acquisitions in the future.
Brown emphasized that by operating a multi-brand model, Wildz is positioning itself to capture a substantial share of the Finnish market. He noted a favorable alignment between the Finnish market conditions and Wildz’s business structure, leading to the group’s eagerness to invest in Finland. The company intends to focus primarily on casino offerings, even as it considers launching a few sportsbook products.
“The market here tends to favor casino gaming, which aligns well with our business model. It’s very slots-oriented, and our focus has always leaned towards that rather than verticals like live casino, which are less popular in Finland," he explained.
In anticipation of competing against various operators, including those with experience in Finland’s grey market, Brown acknowledged the challenge posed by established players such as Veikkaus, the current monopoly operator, which has also applied to continue online gaming operations. Veikkaus benefits from significant brand recognition and an existing customer base, posing a considerable competitive hurdle for newcomers.
Brown advocated for a cautious and responsible approach as Wildz enters the Finnish market. "We don’t want to go in guns blazing, spraying money around; we’ve seen how that goes historically when markets open," he cautioned.
He was mindful that hasty moves can lead to stringent advertising regulations if operators do not conform to expected market practices. Brown believes a measured entry strategy will allow Wildz to establish a sustainable presence while delivering quality player experiences.
With plans to build its technology stack in-house, Wildz is committed to tailoring its offerings specifically for the Finnish market. This ambitious initiative to establish 11 customer-facing brands is significant and reflects Brown’s understanding of the magnitude of the task ahead.
"We’re fully proprietary here, so we’re building everything from scratch. We want to provide Finnish players with a product that is not a diluted version of our .com offerings but one that is compliant and enjoyable based on what the National Police Board expects," he remarked.
Ultimately, Brown underscored the ongoing journey, expressing confidence in their preparations. By fostering quality products designed from the ground up, Wildz aims to deliver an industry-leading experience that both players will appreciate and the company will take pride in, all while adhering to Finland’s regulations.
