Following the recent announcement of obtaining a Finnish gambling license, Wildz CEO Sam Brown is focused on the challenges ahead as the company sets ambitious goals. The Wildz Group received confirmation last week that it will be allowed to operate in Finland’s emerging online gambling market starting in 2027, marking a significant achievement as the first operator to publicly announce such approval.
Finland is in the midst of an extensive reform of its gambling regulations, transitioning from a monopoly system to a more liberalized model that will permit private operators to offer online gaming starting July 1, 2027. Approximately 80 companies have already submitted applications for licenses, with Wildz and Hippos ATG being the first to confirm their approvals, as authorities continue to process applications nearly eight months after the window opened.
In an interview, Brown detailed Wildz’s strategic aspirations within Finland, highlighting the role this market will play in expanding the company’s presence in regulated regions. With the recent license in hand, Wildz intends to apply for additional licenses to launch all 11 of its brands in Finland.
"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. "It’s not fully confirmed yet, but it’s highly likely we’ll split the brands up into a few different pots and distribute a few across multiple licenses."
Emphasizing the need for a diverse strategy, Brown believes managing risk through a multi-brand approach will allow Wildz to capture a significant share of the Finnish market. He describes the synergies between the Finnish market and Wildz’s business model as appealing, indicating an eagerness to invest in this region. While the company plans to introduce some sportsbook products, its primary focus will remain on casino gaming.
"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 directed towards slots rather than verticals like live casino, which have less popularity in Finland," he noted.
Wildz will face competition from a variety of operators, some of whom have already been participating in Finland’s grey market. The joint venture operator Hippos ATG, which aims to revitalize the horse racing industry, anticipates the casino sector to be particularly competitive. Additionally, the existing monopoly operator Veikkaus has also applied for a license to continue its online gaming operations, giving it an advantage due to its established customer base and brand awareness.
Brown advocates for a measured approach to market entry, advising against aggressive spending. "We don’t want to go in kind of guns blazing, spraying money around; we’ve seen how that goes historically when markets open," he cautioned. "It only takes a few 'idiots' to prompt regulators to introduce strict advertising rules. The sustainable way is to enter the market thoughtfully, establish your position, and strive to provide the best experience for players."
Wildz is working on developing its technology in-house specifically for its Finnish operations to ensure that the products are well-tailored to local expectations. With plans to launch 11 customer-facing brands, this undertaking represents a significant effort. Brown fully acknowledges the scale of this challenge but remains optimistic about the progress.
"We’re fully proprietary here, so we’re building everything. We’re literally creating 11 .fi products, which is a daunting task. We’re on track, and we want to deliver the best possible product experience to Finnish players. We don’t want to give them a diluted dotcom product with empty features. Instead, we’ve analyzed what is expected by the National Police Board for a compliant and enjoyable product, and we believe that building it from the ground up is the best path forward."
The company aims to introduce an industry-leading product that players will enjoy, reflecting Wildz's commitment to adhering to market regulations while ensuring an enjoyable experience.
