Wildz Group has received approval for a Finnish gambling license, marking a significant step in its strategy for expansion. CEO Sam Brown expressed determined optimism about the path forward as the company sets ambitious goals in Finland's new online gambling landscape.
The Finnish government is reforming its gambling regulations, officially opening up the market to private operators beginning on July 1, 2027. Wildz Group is the first operator to publicly announce its license approval amidst a wave of applications, with around 80 companies vying for permission to enter the market.
In an interview with iGB, Brown emphasized that expanding into Finland plays a central role in Wildz's growth strategy, particularly as it pertains to regulated markets. The company, which operates several brands from its base in Malta, currently runs its primary Wildz Casino brand in Germany.
Brown hailed the Finnish license as a “big win” and confirmed that Wildz plans to apply for additional licenses, aiming 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 added that they are considering distributing the brands across several licenses to mitigate risk and open doors for potential mergers and acquisitions in the future.
Wildz's strategy focuses on winning market share in a competitive environment. Brown noted the synergies between Finland’s gambling landscape and Wildz’s business model, which seeks to introduce a mix of sportsbook products while primarily concentrating on casino offerings. “It’s a very casino-focused market, and we’re a very casino-focused business,” he declared, emphasizing the company's inclination towards slot games, which align with local preferences.
With the Finnish gambling market attracting operators from various sectors, including those who previously operated in the grey market, competition is expected to be fierce. Hippos ATG, a joint venture operator with plans for the horse racing sector, anticipates strong competition in casino gaming. Additionally, the current monopoly operator Veikkaus has an advantage due to its established brand and customer loyalty.
Brown stressed the importance of entering the market strategically. “We don't want to go in guns blazing, spraying money around; we've seen how that goes historically,” he explained. He cautioned that irresponsible marketing practices could lead to stringent regulations, making it crucial for Wildz to approach its market entrance thoughtfully, aiming to deliver the best player experience possible.
To tailor its offerings to the Finnish market, Wildz is investing in developing its technology in-house. With plans to launch 11 distinct customer-facing brands, this task is monumental. “We’re fully proprietary here, so we’re building everything. We’re literally building 11 .fi products,” Brown acknowledged, highlighting the substantial effort involved in this undertaking.
He emphasized that the goal is to provide a top-tier product rather than a diluted version of existing offerings. “We don’t want to give them a watered-down dotcom product,” he remarked, asserting Wildz’s commitment to understanding regulatory expectations and ensuring compliance while delivering an enjoyable experience. With a sizable workload ahead, he remains hopeful that the result will be an industry-leading product that both players and the company can take pride in, all while adhering to Finland's regulations.
