Wildz Group is celebrating a significant milestone as it has received a gambling license to operate in Finland's upcoming online gaming market, set to launch on July 1, 2027. According to CEO Sam Brown, this achievement underscores the company's commitment to its future endeavors in Finland, where it aims to establish a strong presence.
Being the first operator to announce its license approval, Wildz Group is part of an ongoing regulatory reform in the country, where private operators will be allowed into the market for the first time. Approximately 80 companies have submitted applications for licenses, and while Wildz and Hippos ATG are the initial operators to secure approval, many more decisions are expected shortly as the process approaches eight months since the applications began.
In an interview, Brown emphasized that the Finnish market would play a crucial role in Wildz's strategy for expanding its regulated market operations. The company, headquartered in Malta, runs several brands, predominantly casino-related, and currently operates its flagship offering, Wildz Casino, in Germany's regulated market.
Brown considered the Finnish license a "big win" and part of a broader strategy to focus on fully regulated markets or those on the path to regulation. With one Finnish license granted, Wildz plans to apply for more, aspiring to launch all 11 of its brands in Finland. "Now that we've been successful with one licence, we will likely also apply for several more because we will enter the market with all 11 of our brands," Brown stated. He indicated that they might distribute the brands across several licenses to mitigate risk and potentially facilitate future mergers and acquisitions.
With competition intensifying, Brown noted Finland’s market is uniquely suited to Wildz's business model, particularly in the casino segment. He pointed out a strong alignment between the preferences of Finnish players and Wildz's offerings. While the company plans to introduce several sportsbook products, the core focus will remain on casino games, especially slots, which are favored in Finland.
As the company prepares to enter a competitive landscape, featuring established operators like Hippos ATG—aiming to enhance the horse racing sector—and the incumbent monopoly operator Veikkaus, which has also applied for a continued license, Brown stressed the importance of a measured approach. "We don't want to go in guns blazing, spraying money around; we've seen how that goes historically," he remarked, addressing the need to establish a responsible presence in the market.
Furthermore, Wildz is developing its technology stack internally to create tailored products for Finnish players. Brown acknowledges the significant workload ahead, as the company aims to produce 11 unique .fi brands. He asserted, "We don’t want to give them a watered-down .com product; we’re fully proprietary here, building everything from the ground up to ensure compliance and quality."
Brown concluded by expressing optimism about delivering an industry-leading product that meets the expectations of Finnish players and remains within the regulatory framework.
