Wildz Reports 5-Year Finland Licence After 2025 Marketing Inquiry

On October 15, Wildz became the first online operator to publicly confirm receiving a Finnish licence. In its official announcement, the group said it had received notice of the award from the National Police Board (NPB). The licence takes effect on July 1, 2027.

Finland had received 75 licence applications by September 22, compared with 50 in June. That is an increase of 25 applications, or 50%, in just over three months.

Wildz Faced Marketing Questions in 2025

The licence announcement follows an earlier dispute involving the same operator. On October 24, 2025, Finnish newspaper Iltalehti reported, citing documents obtained from the National Police Board, that police were considering a marketing prohibition against Rootz, the company operating Wildz at the time.

The investigation concerned alleged advertising aimed at Finnish consumers. Police examined promotions on Finnish-language sports websites, social media activity and marketing connected to sporting events.

Wildz rejected the regulator’s interpretation but said it would take corrective action. This included asking affiliates to remove promotional material and Finland-specific references from their websites.

The police had not announced a final prohibition when the case was reported. Wildz’s October 2026 licence announcement does not address the previous proceedings.

Six Gambling Marketing Fines Ordered Payable

The licensing news came one day after another announcement from the same regulator. On October 14, the National Police Board reported issuing four prohibition decisions and ordering six conditional fines to be paid during 2026.

All six payment orders concerned individuals. Their amounts ranged from €20,000 to €100,000.

The regulator also disclosed the values of conditional fines attached to marketing prohibitions:

• €30,000-€200,000 for individuals;
• €100,000-€1.2 million for companies.

These are different categories of enforcement action. A conditional fine attached to a prohibition does not automatically become payable. The police order payment when the recipient fails to comply with the prohibition.

The October enforcement figures were not presented as sanctions against Wildz.

What the Licence Covers Before July 2027

Receiving a licence decision does not immediately authorise advertising or gambling operations. Under the police’s licensing timetable, Veikkaus retains exclusive marketing rights in mainland Finland until June 30, 2027. Newly licensed operators can begin promoting their services under the new rules from July 1.

The NPB’s application instructions require operators to identify all brands intended for marketing, list their principal advertising channels and explain how vulnerable groups will be protected. Wildz did not specify its Finnish brand list in the October 15 announcement.