Wildz Group enters Finland with Altenar-powered sportsbook launch
Malta-based Wildz received its Finnish online licence and will go live when the market opens in July 2027.
Key Takeaways
- Wildz Group received an online gambling licence in Finland and will launch when the market opens in July 2027.
- Altenar has partnered with Wildz Group since 2024 to support the operator's expansion beyond casino.
- The Finnish licensing application opened on 1 March 2026 and attracted significant operator interest.
- Altenar will provide Nordic trading specialists, regional expertise and localised content for the sportsbook.
Wildz Group has secured an online gambling licence in Finland and will launch a sportsbook powered by Altenar when the market opens in July 2027. The Malta-based operator — the first to publicly announce it has received a Finnish licence — has worked with Altenar since 2024 as it expands beyond a casino-first model.
Deal and timing
Wildz Group received an online gambling licence in Finland ahead of the regulated market's planned opening in July 2027. The Finnish licensing application window opened on 1 March 2026 and drew significant operator interest ahead of the launch. Altenar will provide the sportsbook technology that underpins Wildz Group's entry.
Partnership background
Altenar has been a partner of Wildz Group since 2024, supporting the operator's move from a casino-led offering to a combined casino and sports betting product. Altenar supplies regional expertise, Nordic trading specialists and localised content to adapt the sportsbook to Finland's requirements. Altenar describes its technology as flexible and designed to adapt to different market conditions and business objectives.
"Altenar has been central to the success of our Global sports betting offering, and we anticipate a superb response in Finland once the market opens in July 2027," said Sam Brown, CEO at Wildz Group.
"Entering a new regulated market requires the right technology, flexibility and a clear understanding of local requirements," said Dinos Stranomitis, COO at Altenar.
Market context and product positioning
Finland is moving from a state monopoly to a licensing model for online gambling. The change makes Finland among the latest European markets to adopt a competitive licensing regime. Wildz Group will launch when the regulated market opens in July 2027 and will leverage Altenar's localised sportsbook features to target Finnish players.
Altenar framed the collaboration as part of its focus on sportsbook technology that enables operators to enter regulated markets while tailoring offerings to local rules and long-term business goals. The company highlighted its Nordic trading capability and local content as key enablers for Wildz Group's market entry.
Related coverage
Altenar has other recent product and market updates, including commentary on building a sportsbook for Finland and integrations across Europe. The partnership with Wildz Group follows Altenar's broader push to support operators entering regulated markets, particularly in Europe.See coverage on sports and regulatory developments in the region.Read more
Frequently Asked Questions
When will Wildz Group go live in Finland?
Wildz Group will go live when Finland's regulated market opens in July 2027. The operator has already received a Finnish online gambling licence ahead of that launch date.
Who is supplying the sportsbook technology for Wildz Group in Finland?
Altenar is supplying the sportsbook technology for Wildz Group. Altenar has supported Wildz Group since 2024 and will provide Nordic trading specialists and localised content.
When did Finland open applications for online gambling licences?
Finland opened the online gambling licence application process on 1 March 2026. The window attracted significant interest from operators prior to the planned July 2027 market launch.
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About the author
Marcus Webb
Industry Deals Correspondent
Marcus Webb covers the deal flow of the gambling industry — operator strategy, M&A, market entries, and product launches from sportsbook rebrands to full platform migrations. The reports name the companies, valuations, and jurisdictions exactly as disclosed and separate the announcement from its market impact. When a group consolidates a brand or a challenger launches into a new state, Marcus Webb explains who gains, who pays, and what closes next quarter.
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