Wildz Group has announced that it has secured a license to provide online gambling services in Finland, set to begin operations when the market opens on July 1, 2027. This makes Wildz the first operator to announce receipt of a local license ahead of the market's liberalization.
Finland's gambling regulatory system is undergoing significant changes. Currently, online gaming is managed by a state-owned monopoly, but reforms are paving the way for private operators to enter the market in 2027.
The application window for licenses opened in March and was expected to conclude within six months. By September 22, a total of 75 applications had been filed, significantly surpassing prior expectations.
As a Malta-based operator, Wildz Group manages multiple casino brands across various markets. A spokesperson expressed pride in being the first to obtain an online gambling license in Finland, describing it as a significant achievement for the company.
"Being the first operator to receive a gambling license in Finland is a fantastic milestone for Wildz Group and a well-deserved reward for the hard work and dedication of our entire team throughout the application process," the spokesperson stated. They also emphasized an eagerness to collaborate closely with Finnish regulators to facilitate effective channeling under the new licensing framework.
At present, the National Police Board, responsible for the licensing process, has not yet confirmed the results of Wildz's application or those of other applicants. It remains uncertain if or when the board will announce the list of successful licensees or other decisions.
The licensing process does not cap the number of applications, but a processing fee of €29,000 ($33,500) is required. Several major companies, including Finland’s current monopolistic operator, Veikkaus, have indicated a desire to acquire licenses.
Market analysts have warned that, despite high gambling interest in Finland, there could be an oversaturation of the market if many applications are granted, especially given the nation's relatively small population.
Finland is among the last European nations to transition from a state-owned gambling monopoly to a more liberalized market model, following Sweden's complete liberalization in 2019. Wildz Group board member Lasse Rantala noted on LinkedIn that the license will take effect on July 1, 2027, and expressed gratitude to his team, indicating that preparations are ongoing for the upcoming market launch.
