Wildz Group plans to launch all 11 of its brands in Finland, with CEO Sam Brown saying the operator is likely to seek additional licences as it prepares for the market’s opening on 1 July 2027.
The group was notified last week that it had received a licence, making it the first operator to publicly announce approval. Finland’s regulatory reform will end the state monopoly on online gambling and allow private operators to enter the market. About 80 companies have applied so far; Wildz and Hippos ATG are the first to announce they have been approved.
Brown said Finland will be central to Wildz Group’s efforts to expand in regulated markets. The Malta-based company runs several brands, mostly focused on casino games, including its flagship Wildz Casino in Germany.
More licences and a multi-brand strategy
Brown called the Finnish licence a “big win” and said the company intends to apply for more so it can launch all 11 brands. The plans are not final, but Wildz may divide the brands into groups and place some across multiple licences.
“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 said. He added that the approach could help manage risk and leave room for future mergers and acquisitions.
Casino focus and measured entry
Wildz expects a strong fit between its business and Finland’s market, which Brown described as focused on casino and slots. The company plans to introduce a couple of sportsbook products, but casino will remain its priority. Brown said slots suit Wildz better than areas such as live casino, which he said are less popular in Finland.
The operator will face competitors with varied backgrounds, including companies that have served Finnish players in the grey market. Hippos ATG, a joint venture that plans to revitalise horse racing, has said casino is likely to be the most competitive vertical. Veikkaus, the current monopoly operator, has also applied for a licence and brings an existing customer base and brand recognition among online and offline players.
Brown said Wildz wants to avoid aggressive spending when the market opens. “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 said. He argued that a measured approach could help the company find its place and offer players a strong experience, while limiting the risk of stricter advertising rules being imposed.
Building products for Finland
Wildz is developing its technology in-house for the Finnish market. Brown said the company is building 11 separate .fi products rather than adapting a .com product, and is studying the National Police Board’s compliance requirements.
He described the work as substantial but said Wildz was on track. The aim, he said, is to enter with a product tailored to local rules and player expectations.
