Wildz Group has announced that it has received approval to offer online gambling in Finland from July 1, 2027, when the country plans to open its licensed market. The company describes itself as the first operator to receive a Finnish gambling licence, although the National Police Board has not publicly confirmed the reported decision.
The announcement follows several months of applications ahead of Finland’s transition to competitive gambling licensing. Authorities opened the application process in March and had received 75 submissions by September 22. Operators must pay a €29,000 application fee.
Wildz Management Welcomes Reported Approval
The group’s casino business extends beyond its Wildz brand. It also operates Caxino and Wheelz, while its wider portfolio includes Spinz and Chipz. Tuplaus and Blingi complete its casino lineup, alongside the separate Wildz Sports sportsbook.
The group welcomed the outcome of its application:
“Being the first operator to receive a gambling licence 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.
“We look forward to working closely with the Finnish regulator to achieve the highest possible level of channelisation, ensuring that the new licensing regime is a success and delivers on its objectives.”
Wildz Group chief executive Sam Brown also credited employees for their work toward obtaining approval.
“Receiving the amazing news of being the first operator to receive a licence in Finland is a welcome reward for all the efforts of the team in the application process,” said Wildz Group CEO Sam Brown. “We’re excited about this milestone and what it represents for the future of Wildz Group.
“We believe that our brands will offer players in Finland a safe and engaging entertainment product for many years to come. We’re looking forward to July 2027!”
Lasse Rantala separately referred to the July 2027 launch date in a LinkedIn post.
Advertising Restrictions Continue During Transition
Finland’s preparations for competition run alongside continued enforcement of its existing marketing rules. Only Veikkaus Oy currently holds the right to market gambling games in mainland Finland.
The National Police Board has increased its enforcement activity during 2026. It issued four prohibition decisions and ordered payment of six conditional fines, surpassing the corresponding figures from previous years. The cases concerned advertising through websites and social media, areas relevant to Finland’s continuing enforcement against illegal gambling marketing.
Conditional fines accompanying prohibition decisions range between €30,000 and €200,000 for individuals. Companies face amounts from €100,000 to €1.2 million. Estonian-licensed MagicPoro received the largest company penalty.
All six fines that authorities ordered individuals to pay this year fell between €20,000 and €100,000.
“The purpose of a conditional fine is not to punish illegal activities, but to reinforce compliance with the prohibition decision and to ensure that illegal marketing actually ceases.”
Licensed Competition Approaches
The new Gambling Act will allow licensed businesses to offer online casino games and betting from July 2027, subject to marketing requirements. The framework covers fixed-odds and pool betting, as well as virtual betting. Online casino games and online slots also fall within its scope.
Suppliers will have access to gaming software licences, with each application carrying a €29,000 fee.
The early interest in Finnish gambling licences comes as the country prepares to change a market long associated with Veikkaus and its monopoly. Finland remains among the “last European countries to move away from a gambling monopoly”. Sweden introduced its licensing system in 2019.
Analysts have questioned whether Finland’s population can sustain every operator that may enter the market.