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’s market is still in the queue
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.
A crowded application field, with no confirmed list
The National Police Board had received 75 applications by 22 September, a total the source described as far above initial expectations. There is no cap on the number of operators that can apply, but each application required a €29,000 processing fee, roughly $33,500.
Wildz says its licence will allow it to provide online gambling services once the market opens. But the regulator had not released a list of successful applicants, and it was not clear whether decisions had been made on other applications.
The race starts before the market does
Wildz’s announcement gives the company an early public marker in a market drawing dozens of applicants. Analysts previously told iGaming Business that Finland could face oversaturation if most applications succeed, given the country’s relatively small population.
That makes this a useful signal for betting-focused esports followers, but not evidence of a confirmed esports betting launch or product. The immediate next step is formal clarity from the National Police Board; the market itself is scheduled to open on 1 July 2027.
