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Wildz Claims Early Place in Finland’s Online Gambling Race

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Wildz Claims Early Place in Finland’s Online Gambling Race

For esports fans tracking where betting markets might expand, Finland’s licensing race is a development to watch, though the announcement does not specifically address esports wagering. Malta-based Wildz Group says it has received a licence for online gambling services when Finland’s market opens on 1 July 2027, becoming the first operator to publicly announce an approval; up to 75 applications had been submitted by the end of September, according to iGaming Business.

There is an important asterisk: Finland’s National Police Board, which oversees applications, had not publicly confirmed Wildz’s outcome or announced results for any other applicant. The company’s announcement signals an early bid for position, not a regulator-published verdict.

Finland is moving from a state-owned online gambling monopoly to a system that allows private operators to enter the market in July 2027. Applications opened in March 2026, and processing was expected to take six months, leaving regulators to work through a sizeable queue before the planned launch.

Wildz Group operates several casino brands across different markets. Finland’s current monopoly operator, Veikkaus, has also expressed interest in applying, setting up a contest that includes both an established domestic player and international businesses.

The licensing shift is part of a wider change in how Finland plans to regulate gambling and advertising ahead of the opening. Esports.net has also covered Finland’s gambling rules and enforcement as the market prepares to change.

The National Police Board had received 75 applications by 22 September, a total the source described as far above initial expectations.



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