Wildz Group CEO Outlines Ambitious Finland Expansion After Securing Inaugural Licence

Malta-based iGaming operator Wildz Group has secured its first licence to operate in Finland’s upcoming liberalised online gambling market, with CEO Sam Brown detailing ambitious plans to launch all 11 of the group’s brands in the Nordic country. The announcement follows Finland’s regulatory reform, which will end the state’s gambling monopoly and open the market to private operators from 1 July 2027.

What Happened

Wildz Group was among the first operators to publicly announce it had been granted a licence to operate in Finland’s new online gambling market, a significant development following the country’s decision to liberalise its long-standing gambling monopoly. CEO Sam Brown, speaking with iGaming Business, described the Finnish licence as a “big win” and a cornerstone of the group’s long-term strategy to concentrate on fully regulated markets. The group aims to apply for additional licences to facilitate the launch of all its 11 brands in Finland, which are predominantly casino-focused. This multi-licence, multi-brand strategy is intended to manage risk and potentially open doors for future M&A activities.

Key Details

• Wildz Group has secured one of the first licences for Finland’s new online gambling market, set to open on 1 July 2027.
• CEO Sam Brown intends to apply for further licences to launch all 11 of Wildz Group’s brands in Finland.
• The group views Finland as a core part of its strategy to expand its footprint in 100% locally regulated markets.
• Wildz’s business model, which is heavily focused on casino and slots, is seen as a strong product-market fit for Finland.
• The company plans to launch a couple of sportsbook products, but the primary focus will remain on casino offerings.
• Around 80 companies have applied for Finnish licences, with Wildz and Hippos ATG being the first to publicly announce approval.
• The multi-brand strategy is designed to manage risk and provide potential for future mergers and acquisitions.

Why It Matters

Wildz Group’s early entry and ambitious plans for Finland highlight the significant opportunities presented by the liberalisation of the Nordic country’s gambling market. As one of the first operators to secure a licence and publicly commit to a multi-brand launch, Wildz is positioning itself as a major player in a market that has historically been closed to private competition. The company’s focus on regulated markets and its strategic alignment with Finland’s casino-centric consumer preferences suggest a calculated approach to long-term growth. This move also sets a precedent for other international operators eyeing the Finnish market, signalling a new era of competition and consumer choice in the region’s online gambling landscape.