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Those interested in the expansion of betting markets for esports should keep an eye on Finland’s licensing progress, even though the recent announcement does not specifically mention esports wagering. Wildz Group, based in Malta, has revealed that it has secured a license for online gambling services ahead of Finland’s market opening on July 1, 2027. This makes them the first operator to publicly announce approval, amidst a total of 75 applications submitted by the end of September, as reported by iGaming Business.
It is important to note that Finland’s National Police Board, responsible for processing applications, has not officially confirmed Wildz’s status or disclosed outcomes for other applicants. Therefore, Wildz’s announcement should be seen as an early move rather than a final verdict from the regulator.
Finland’s market is still in the queue
Finland is transitioning from a state-owned online gambling monopoly to a system that allows private operators to enter the market by July 2027. Applications opened in March 2026, with an expected processing time of six months, leading to a substantial backlog for regulators to address before the anticipated launch date.
Wildz Group operates various casino brands across different regions. The current monopoly operator in Finland, Veikkaus, has also shown interest in applying, setting the stage for competition between a longstanding domestic player and international companies.
The shift in licensing marks a broader change in Finland’s approach to regulating gambling and advertising in preparation for the market opening. Esports.net has previously covered Finland’s gambling regulations and enforcement as the industry readies for transformation.
A crowded application field, with no confirmed list
By September 22, the National Police Board had received 75 applications, surpassing initial expectations. While there is no limit on the number of operators allowed to apply, each submission required a €29,000 processing fee, approximately $33,500.
Wildz’s license will enable them to offer online gambling services once the market opens. However, the regulator has not published a list of successful applicants, leaving uncertainty regarding decisions on other submissions.
The race starts before the market does
Wildz’s announcement positions them early in a market attracting numerous applicants. Analysts have suggested that Finland could face saturation if a significant number of applications are approved, given the country’s relatively small population.
While this development is noteworthy for esports enthusiasts interested in betting, it does not confirm the launch or availability of an esports betting product. The next crucial step is clarity from the National Police Board, as the market is set to open on July 1, 2027.