Wildz Group has received exciting news, having been granted a license to operate in the newly regulated Finnish gambling market, with the CEO, Sam Brown, emphasizing the significant work required to realize the company’s ambitions.
Last week, Wildz announced it is the first operator to confirm its license approval for Finland’s online gambling landscape, which is set to open to private operators on July 1, 2027. Finland is in the midst of an extensive gambling regulatory overhaul that will end its long-standing monopoly, allowing competition in the online gaming sector.
Since the application window opened eight months ago, around 80 companies have sought approval, with Wildz and joint venture operator Hippos ATG being the initial recipients.
In an interview with iGB, Brown elaborated on the group’s plans in Finland, describing the market as essential to expanding its footprint in regulated territories. Wildz aims to launch all 11 of its brands in Finland, a notable expansion as it has previously focused its efforts mainly in Malta and Germany.
“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 indicated the group’s strategy might involve distributing the brands across multiple licenses, which could mitigate risk and potentially facilitate future mergers and acquisitions.
Brown is optimistic about establishing a significant market presence, particularly due to the strong alignment between Finland's gambling culture and Wildz’s casino-centric business model. He noted, “It’s a very casino-focused market, and we’re a very casino-focused business.” While the company plans to introduce sportsbook products, the emphasis will predominantly be on casino offerings.
Competition will include a range of operators, with Hippos ATG aiming to revamp the horse racing sector and facing direct competition from Veikkaus, the current monopoly operator, which has an established customer base.
Brown insists that a measured approach is crucial for entering the Finnish market. “We don't want to go in guns blazing, spraying money around; we’ve seen how that goes historically.” He warned that hasty market entries can lead to stricter regulations, suggesting that a sensible approach is essential for long-term success.
To support its operations in Finland, Wildz is committed to developing its technology solutions in-house, aiming to deliver tailored products rather than a generic version of its existing offerings. Brown remarked, “We don’t want to give them a watered-down .com product.” He recognizes the scope of the project, stating, “We’re literally building 11 .fi products,” and he anticipates a daunting but essential task ahead to ensure compliance and create an enjoyable user experience for Finnish players.
