Wildz Group and Hippos ATG are the first operators to announce their entry into Finland’s highly anticipated market for regulated online casinos. The country’s sector is on track to launch on July 1, 2027.
Their announcements come at a time when Finland’s gambling industry braces to end the state-owned monopoly on online casino games and betting. This will allow private operators to enter the local market under a licensing framework and offer their products to Finnish consumers.
However, the National Police Board, which oversees the application process, is yet to officially confirm any licensing decisions. But announcements have been made by some of the operators.
On October 15, 2026, the Malta-based Wildz Group announced that it had secured a licence, while also describing the decision as a significant milestone for the company. After that, Hippos ATG also confirmed that it had received approval, with its licence stretching over a five-year period.
Wildz Group and Hippos ATG Prepare for Market Entry
Currently, Wildz Group is in charge of several online casino brands across different jurisdictions. The company said its licence approval recognised the work its team undertook throughout the application process.
“Being the first operator to receive a gambling licence in Finland is a fantastic milestone for Wildz Group and a well-deserved reward for the hard work and dedication of our entire team throughout the application process,” a company spokesperson said.
The operator added that it’s now looking forward to working with the Finnish regulator to achieve a high level of channelisation and direct players towards licensed gambling platforms.
Meanwhile, Hippos ATG is a joint venture between Swedish horse racing operator ATG and Finnish racing association Suomen Hippos. The partners announced their plans to establish the business in 2025 as part of preparations for Finland’s upcoming market opening.
Hippos ATG CEO Mikael Bäcke said the company had to build its Finnish operations from the ground up to comply with the new legislation.
“We have always been confident that we will meet the conditions for the licence. A positive decision is the most important prerequisite for entering the market, so this is a significant moment for us,” Bäcke said.
He added that the newly obtained approval would allow the company to focus more closely on its products and finalise its operational structure ahead of launch.
In the past, the joint venture reported that it would utilise the ATG brand when entering the Finnish market, as it’s already popular among local consumers. It also plans to use ATG’s in-house gaming platform, which the company has described as a cost-effective solution.
Finnish Market Attracts Strong Interest
Finland kicked off the licensing process in March this year, while the market is scheduled to open officially on July 1, 2027. Under the reformed model, private operators with a licence will be allowed to offer online casino games and sports betting, which would essentially end Veikkaus’ existing monopoly for these products.
Surprisingly, interest in the new market has exceeded initial expectations. According to the National Police Board reports, a total of 75 licence applications were submitted by September 22, while following industry reporting put the number at around 80 companies.
As part of the process, bidders were also mandated to pay a €29,000 processing fee. There is no cap on the number of operators that can apply for a licence, but not every application is necessarily guaranteed to be approved.
The licensing process has attracted interest from established international gambling groups and Finland’s current monopoly operator, Veikkaus. The new framework is intended to bring more gambling activity under domestic regulation, with channelisation expected to be a key objective.
However, the potential number of operators entering the market has raised concerns about competition and sustainability. Analysts have warned that Finland’s relatively small population could struggle to support a large number of licensed gambling brands, despite the popularity of gambling in the country and the existence of a large grey market.
Questions Persist Over Competition
Hippos ATG has also highlighted potential differences in the competitive positions of operators once the market is live.
Speaking at SBC Lisbon in September, the joint venture’s Chief Compliance Officer, Antti Koivula, warned that the market could lead to an uneven playing field at the start.
Veikkaus and offshore online casinos already operating in Finland may benefit from existing customer databases and established relationships with players. New entrants without a local customer base could face greater challenges in attracting customers as competition intensifies.
The licensing announcements mark an important step in preparations for Finland’s new gambling framework, but the National Police Board has not yet publicly confirmed the outcomes. It remains unclear when the authority will disclose an official list of successful applicants.
With the launch date approaching, operators will have to complete their preparations for the new regulatory environment, including finalising their operational arrangements and products before the market opens in July 2027.
