Wildz Group becomes the first to claim a Finnish iGaming license

• Wildz Group claims to have become the first iGaming operator to have been granted a license to operate betting and online casino products in Finland
• There have been more than 75 license applications submitted to the National Police Board
• Finland will only allow online casino and sports betting products, while lottery, scratchers, and land-based gaming will still be operated by Veikkaus Oy

Wildz Group has announced that it has become the first operator to have received a license to enter the Finnish iGaming market, which will be launching on July 1, 2027.

The company confirmed the news on Thursday, October 15, arguing that it has beaten the competition to the punch and secured an official nod from the National Police Board, the gaming regulator in the country.

Wildz Group beats competition - claims it has license to run casino, sports betting products

Wildz Group will be due for license renewal in five years, while the regulator is yet to publish any official information about which companies have been granted the legal right to operate in the country.

Finland is one of a few holdout states in Europe that still rely on a monopoly-based model, but this will be changing next summer when the country transitions to a license-based model.

Wildz Group CEO Sam Brown has welcomed the opportunity to see the company strengthen its presence in another regulated jurisdiction in Europe, and even though the Finnish market hasn’t launched yet, it is already expected to be an important part of the group’s portfolio:

"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."

Wildz Group operates a range of online casinos and sportsbooks, including Wheelz, Spinz, Chipz, the eponymous Wildz Casino, and many others. Wildz Group has been actively expanding its list of partners over the years, including suppliers, as well as seeking to enter new markets.

Presently, there are more than 75 license applications in Finland, with each application carrying a non-refundable €29,000 fee.

Veikkaus Oy to still retain control over key gaming sectors

While iGaming operators will now be competing in the country, Veikkaus Oy, the Finnish monopoly, will retain its exclusivity over key aspects, including the lottery, scratch cards, and land-based gaming.

Veikkaus Oy already confirmed potential layoffs back in 2025 over the passage of the then draft law, with potentially 30 positions affected in 2027, when the regulated market kicks off.

The law was voted on December 16, 2025, and only expands the country’s online betting and gaming space by allowing private companies to now have skin in the game and compete for market share.

In the meantime, Finland will also try to address the outstanding issue of the illegal gambling market, which various estimates put at anything between €300m and €590m.

In anticipation of these changes, Casino Guru and Betblocker previously teamed up to expand the charity’s services locally.

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