Wildz Group has received approval for a Finnish gambling license, a significant step for the company as it sets ambitious goals for its future in Finland. CEO Sam Brown acknowledged the work ahead following the announcement, marking Wildz as the first operator to publicly confirm being granted a license for operation in Finland’s emerging online gambling landscape.
Starting July 1, 2027, Finland will undergo a major regulatory overhaul, moving away from its traditional monopoly to allow private operators into the online gaming sector. Already, approximately 80 companies have submitted applications for licenses. While Wildz and Hippos ATG have announced their approval, more decisions are anticipated soon as the application period approaches its eighth month.
In an interview with iGB, Brown outlined Wildz’s strategic ambitions in Finland, emphasizing that the country will play a crucial role in their efforts to expand in regulated markets. Wildz plans to introduce 11 different brands to the Finnish market.
Wildz operates primarily out of Malta and manages several brands, mainly centered around casino gaming. It currently runs its flagship brand, Wildz Casino, in the regulated market of Germany.
Brown celebrated the Finnish license as a major achievement and part of a long-term vision to focus on markets that are either fully regulated or on course to become so. With one license already in hand, the company plans to pursue additional licenses to effectively launch all 11 brands.
“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 mentioned that it’s probable they will distribute their brands across different licenses in a strategic manner.
This approach aims to manage risk while also positioning Wildz for potential mergers and acquisitions in the future.
Brown highlighted the significance of Finland’s gambling market, which he has studied extensively. He noted that there’s a natural synergy between the market's preferences and Wildz’s business model. While the company plans to introduce some sportsbook offerings, the primary focus will remain on casino games.
He remarked, “It’s a very casino-focused market, and we’re a very casino-focused business, so we see it fitting in that sense. [It’s] very slots-focused, and our business profile has always been very much towards slots rather than verticals like live casino and so on, which are a bit less popular in Finland.”
Brown emphasized the importance of a cautious approach as Wildz enters a competitive landscape filled with operators from various backgrounds. Hippos ATG, a joint venture operator, has expressed intentions to revive the horse racing sector and anticipates fierce competition in the casino vertical. The existing operator, Veikkaus, has already applied for a license and benefits from a strong customer base and brand recognition.
“We don’t want to go in guns blazing, spraying money around; we’ve seen how that goes historically,” Brown warned. He stressed the need for a thoughtful approach to market entry, suggesting that reckless spending could lead to stricter regulations and limit advertising opportunities.
Wildz is developing its technology in-house to ensure that its offerings are well-suited to the Finnish market. With the goal of launching multiple brands, the process is substantial, and Brown is mindful of the extensive work involved.
“We’re fully proprietary here, so we’re building everything. We’re literally constructing 11 .fi products, so it’s a daunting amount of work ahead. We’re on track, and as I say, we want to give the Finnish players the best possible product experience. We don’t want to give them a watered-down .com product with bits removed and filters and blocks and things. Instead, we’ve studied what’s expected from the National Police Board in terms of offering a compliant and enjoyable product. Building it from the ground up is the best approach for us,” Brown elaborated.
While there are considerable challenges ahead, Wildz aims to enter the market with a premier product tailored for Finnish players, adhering closely to local regulations and expectations.
