Wildz Group mulls extra Finland licences after securing first permit
Group plans up to 11 brands in Finland and may place some under separate licences.
Key Takeaways
- Wildz Group plans to bring up to 11 brands to Finland after securing its first licence.
- CEO Sam Brown said the company may apply for additional Finnish gambling licences and split brands across licences.
- Wildz will adapt products for Finland rather than deploy international sites unchanged.
- In 2025 the Finnish Police Board investigated marketing linked to Wildz when the company previously operated as Rootz.
Wildz Group will bring up to 11 brands to the Finnish market and may apply for additional Finnish gambling licences, CEO Sam Brown told iGaming Business on 20 October 2026. Brown said the company is “very likely” to split brands across “a few different” licences, though the plan is not final.
Licence strategy and market approach
Brown said Wildz Group, which first announced it had secured a Finnish licence, intends to avoid deploying existing international sites unchanged. The company will design offers to meet Finnish regulatory requirements and the expectations of authorities from the outset. He added the group will proceed cautiously and will not spend uncontrollably on entering the market.
“It only takes a few fools and the regulator can change its line and put in place very strict marketing rules,” Sam Brown told iGaming Business.
Brown confirmed Wildz is planning several sports-betting products but that the business focus will remain on casino games. He said the intention is not to simply strip out features that conflict with Finnish rules from international sites.
Regulatory history and context
Wildz has previous experience with Finnish regulatory scrutiny. In 2025 the Finnish Police Board (Poliisihallitus) investigated marketing linked to the Wildz brand when the company previously traded under the name Rootz; Wildz denied unlawful marketing and cooperated with authorities while removing Finland-directed content. The article references related reporting in iGaming Business (20.10.2026) and Next.io (27.10.2025).
Frequently Asked Questions
How many brands will Wildz Group bring to Finland?
Wildz Group plans to bring up to 11 brands to the Finnish market, according to CEO Sam Brown in his 20 October 2026 interview with iGaming Business.
Will Wildz apply for more Finnish licences?
Wildz Group may apply for additional Finnish licences; Sam Brown said it is "very likely" the company will split brands across a few different licences, though the plan is not final.
Will Wildz use existing international sites in Finland?
Wildz will not deploy international sites unchanged in Finland; Sam Brown said the company intends to consider local regulatory requirements and authorities' expectations from the start.
Has Wildz faced regulatory scrutiny in Finland before?
Yes, in 2025 the Finnish Police Board (Poliisihallitus) investigated marketing linked to the Wildz brand when the company formerly traded as Rootz; Wildz denied unlawful marketing and cooperated while removing Finland-directed content.
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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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