Wildz Group plans up to 11 brands and more licences for Finland
Group will split brands across licences and adapt platforms to Finnish rules.
Key Takeaways
- Wildz Group intends to introduce up to 11 brands in Finland after securing a licence.
- CEO Sam Brown told iGaming Business on 20 October 2026 that the group may apply for additional Finnish licences.
- The company will prioritise casino products while also developing some sports betting offerings.
- Wildz previously faced a 2025 Poliisihallitus probe into promotions when operating as Rootz; the group denied violations and removed Finland-directed content.
Wildz Group plans to bring up to 11 brands to Finland and its CEO, Sam Brown, said the company could apply for additional gambling licences in the country; the comments were made to iGaming Business on 20 October 2026. Brown added the rollout will proceed cautiously and the company does not intend to copy international sites without adapting features to Finnish regulation.
Launch plan and brand structure
Brown explained the company, the first to announce it had obtained a Finnish licence, is considering splitting its brands into “several sets” and placing some under different licences. “The matter is not fully decided, but it is very likely we will divide the brands into some units and place some under different licences,” Brown told iGaming Business.
Product and local adaptation
Wildz Group will keep its focus on casino games while developing “some sports betting products,” according to Brown. The company has said it will adapt platforms from the start to meet local requirements and regulator expectations; it does not plan to launch international sites unchanged. The company will prioritise [casino](/casino) offerings and will align platform changes with [regulation](/regulation) where relevant.
Risk of regulatory backlash
Brown warned about the effect of uncontrolled marketing practices:
“It only takes a few fools, and the regulator can change course and set very strict marketing rules,” Sam Brown said.
The group's prior experience with Finnish supervision came in 2025, when Poliisihallitus investigated promotions in Finland by the group then known as Rootz related to the Wildz brand; Wildz denied any infringements, cooperated and removed content directed at Finland. Brown also acknowledged Veikkaus’s advantage due to its well-known brand and customer base.
Sources cited include iGaming Business (20.10.2026) and Next.io (27.10.2025).
Frequently Asked Questions
How many brands does Wildz Group plan to launch in Finland?
Wildz Group plans to bring up to 11 brands to the Finnish market, a figure confirmed by CEO Sam Brown in comments to iGaming Business on 20 October 2026.
Will Wildz Group apply for more licences in Finland?
Sam Brown indicated it is very likely the group will apply for additional licences and distribute brands across different licences, although the decision is not yet final.
What prior interaction has Wildz had with Finnish regulators?
In 2025 the Finnish Transport and Communications Agency Poliisihallitus investigated promotions linked to the Wildz brand when the group operated as Rootz; Wildz denied breaches, cooperated with the probe and removed content aimed at Finland.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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