Veikkaus to Launch Viabet in Finland and Denmark
Finnish state-owned gambling operator Veikkaus has announced plans to launch a new betting brand in Finland and Denmark, marking its first direct entry into an international consumer gambling market.
The new brand, Viabet, will launch on July 1, 2027, coinciding with the opening of Finland’s regulated online gambling market.
Veikkaus confirmed the agreement with Viaplay Finland and Viaplay Denmark on October 29.
Under the arrangement, Veikkaus will develop, own and operate Viabet, combining its gambling technology and customer management capabilities with selected sports media content supplied by Viaplay.
The operator will also provide sports data and analytics to support Viaplay’s sports coverage.
Veikkaus president and CEO Olli Sarekoski described the agreement as an important step in the company’s international expansion strategy.
“Viabet is a significant strategic step for Veikkaus and a concrete demonstration of how we are advancing our international growth ambitions,” Sarekoski said.
The announcement represents a major change in strategy for Veikkaus, which has historically operated as Finland’s gambling monopoly.
Its previous international expansion has focused on business-to-business services through Fennica Gaming, established in 2022.
Finland will introduce competition for online casino gaming and sports betting from July 2027, although Veikkaus will retain exclusive rights over certain lottery and land-based gambling products.
The company has not disclosed whether it has obtained the necessary Danish gambling authorisation for Viabet.
