Wildz Group has become the first operator to publicly confirm an online gambling licence in Finland. The approval takes effect on 1 July 2027, the same day the market opens to private operators. The online segment currently runs under a state monopoly.
The application window opened in March, with a review period put at six months. By 22 September the regulator had received 75 applications, well above initial expectations. No cap on the number of licences was set, but each application cost operators a €29,000 ($33,500) fee. Large companies have already signalled interest in Finland, including Veikkaus, the incumbent monopoly. Wildz Group is registered in Malta and runs several casino brands across jurisdictions. Board member Lasse Rantala said on LinkedIn that preparations for launch are continuing.
A group representative called the first licence a milestone and a reward for the team's work at the application stage. The company intends to work closely with the Finnish regulator to reach as high a channelisation rate as possible, so the new system meets its stated goals. That reads as a signal to the market. The National Police Board, which handles licensing, has not publicly confirmed the outcome. When a licensee list will appear, and whether other applications have been decided, remains unclear.
For operators the question is simple: are there enough players to go round? Analysts warn of oversaturation, since Finland's population is small while gambling is popular. That is reason enough to watch Finnish offers and CPA and revshare models early. The start is set for summer 2027. Finland is among the last countries in Europe to move from monopoly to a liberal model, after Sweden completed the shift in 2019.
