Wildz Group says it has become the first iGaming operator granted a license to offer online casino and sports betting products in Finland, a market that opens to private competition on July 1, 2027. The company announced the award on Thursday, Oct. 15, claiming it had beaten more than 75 rival applicants to approval from the National Police Board, Finland's gambling regulator. The regulator has not yet published which companies have been licensed. The opening ends Finland's status as one of Europe's last monopoly holdouts, though state-owned Veikkaus Oy keeps the lottery, scratch cards and land-based gaming.

What Did Wildz Group Announce About Its Finnish License?

Wildz Group, an online casino and sportsbook operator, said on Thursday, Oct. 15 that it has received a license to enter Finland's newly opened iGaming market, making it, by its own account, the first operator to secure that approval. The license covers online casino and sports betting products, the two categories that Finland is opening to private companies.

The company framed the award as a race won. In its telling, Wildz Group got ahead of a crowded field of applicants and obtained the formal green light from the National Police Board, the body that regulates gambling in Finland. The license is valid for five years, after which Wildz Group will need to apply for renewal.

There is, however, an important qualifier. As of publication, the National Police Board has not released any official information on which companies have been granted the legal right to operate in Finland. Wildz Group's claim to be first therefore rests on the company's own announcement rather than on a published regulatory register.

What Did Wildz Group CEO Sam Brown Say?

Wildz Group Chief Executive Sam Brown welcomed the chance to deepen the company's footprint in yet another regulated European jurisdiction. Even though the Finnish market will not open for more than eight months, the group already expects it to become an important part of its portfolio.

The emphasis on a "safe" product is telling. In a newly licensed market, regulators and the public tend to judge operators first on player protection, and an early license holder has every incentive to position itself as a responsible, compliance-first brand before the competition arrives.

Who Is Wildz Group and Which Brands Does It Run?

Wildz Group is a multi-brand online gambling operator running a stable of online casinos and sportsbooks. Its portfolio includes Wheelz, Spinz, Chipz and the namesake Wildz Casino, among a number of other brands.

Over the years, the company has steadily widened its network of partners, including game and content suppliers, while pursuing entry into new markets. The Finnish license fits squarely into that expansion strategy: a multi-brand operator can deploy several differentiated front ends under one regulatory umbrella, spreading its marketing reach across different player segments in a market that is about to see a wave of new entrants.

How Is Finland Moving From a Monopoly to a License-Based Model?

Finland is one of only a handful of European countries that still run gambling through a state monopoly. That changes next summer, when the country switches to a license-based model for online gaming and betting, with the regulated market going live on July 1, 2027.

The legal basis for the change was voted on Dec. 16, 2025. Importantly, the law is an expansion rather than a full liberalization. It widens the country's online betting and gaming space by allowing private companies to put skin in the game and compete for market share, but it limits that competition to two verticals: online casino and sports betting.

Demand for a seat at the table has been strong. More than 75 license applications have been submitted to the National Police Board, and each one carries a non-refundable fee of €29,000. On those numbers alone, applicants have committed more than €2.17 million in application fees before a single licensed bet has been placed, a measure of how seriously the industry views the Finnish opportunity. Because the fee is not returned, any applicant that is turned down or withdraws absorbs that cost outright.

What Will Veikkaus Oy Keep Under the New Law?

Veikkaus Oy, Finland's state gaming monopoly, will keep its exclusive rights over several core segments even as private iGaming operators enter the country. Under the new framework, Veikkaus retains sole control of the lottery, scratch cards and land-based gaming.

The incumbent has already acknowledged the cost of losing its online exclusivity. Back in 2025, while the law was still in draft form, Veikkaus Oy confirmed potential layoffs tied to its passage, with as many as 30 positions potentially affected in 2027, the year the regulated market begins. The figure is modest in headcount terms, but it signals that the monopoly expects real pressure on its online business once well-capitalized private brands start competing for Finnish players.

How Big Is Finland's Illegal Gambling Problem?

Finland's illegal, or unlicensed, gambling market is estimated at anywhere between €300 million and €590 million, according to various estimates. Alongside the market opening, the country will also try to tackle this long-standing problem.

The width of that range, nearly €300 million between the low and high estimates, says as much about the difficulty of measuring offshore activity as it does about its scale. It also explains the policy logic behind the reform. A licensing regime gives Finnish players a legal alternative to unlicensed sites, and it gives the state a clearer basis for enforcement against operators that stay outside the system. How much of that spending licensed brands can actually pull onshore will be one of the most closely watched metrics once the market goes live.

What Are the Risks and Open Questions?

• Unconfirmed status: Until the National Police Board publishes its list of licensees, Wildz Group's "first" claim cannot be independently verified.
• Crowded field: With more than 75 applicants, early-mover advantage could narrow quickly as further licenses are granted ahead of launch.
• Long runway: No revenue can be earned in Finland until July 1, 2027, leaving more than eight months of pre-launch costs.
• Limited scope: Private operators are confined to online casino and sports betting, while Veikkaus keeps the lottery, scratch cards and land-based gaming.
• Channelization: Success depends on drawing players away from an illegal market valued at up to €590 million.

What Should Investors and Industry Watchers Take Away?

For anyone tracking European gaming, Finland is one of the few remaining greenfield openings on the continent, and Wildz Group's announcement is the first concrete marker of who intends to be there on day one. A few points stand out:

• Watch the regulator, not the press release. The National Police Board's official licensee list will be the definitive read on who is approved and in what order.
• Expect a pre-launch land grab. With 75-plus applicants paying €29,000 each just to apply, marketing and supplier deals are likely to intensify through the first half of 2027.
• Multi-brand operators have an edge. Groups such as Wildz, with several casino and sportsbook brands, can target multiple player segments under one license.
• Monitor Veikkaus. The incumbent's response, including the roughly 30 potential job cuts, will show how much online share it expects to cede.
• Mark the renewal clock. Five-year licenses issued now would come up for renewal well within the first cycle of the new market.

Frequently Asked Questions

Which company was the first to get a Finnish iGaming license?

Wildz Group says it is the first iGaming operator licensed to offer online casino and sports betting in Finland, announcing the award on Oct. 15, 2026. Finland's National Police Board has not yet published official information on which companies have been licensed.

When does Finland's regulated online gambling market launch?

Finland's license-based market for online casino and sports betting launches on July 1, 2027, under a law voted on Dec. 16, 2025.

Who regulates gambling in Finland?

Finland's gambling regulator is the National Police Board, which receives and decides license applications from iGaming operators.

How many companies have applied for a Finnish gambling license, and what does it cost?

More than 75 license applications have been submitted to Finland's National Police Board. Each application carries a non-refundable fee of €29,000.

How long is a Finnish iGaming license valid?

Wildz Group's Finnish license is due for renewal after five years.

What will Veikkaus Oy still control after the market opens?

Veikkaus Oy, Finland's state gaming monopoly, keeps exclusive control of the lottery, scratch cards and land-based gaming. Only online casino and sports betting open to licensed private operators. Veikkaus confirmed in 2025 that about 30 positions could be affected in 2027.

Which brands does Wildz Group operate?

Wildz Group runs online casinos and sportsbooks including Wildz Casino, Wheelz, Spinz and Chipz, among other brands.

How big is Finland's illegal gambling market?

Various estimates put Finland's illegal gambling market at between €300 million and €590 million. Addressing it is one of the goals running alongside the move to a licensed market.