Veikkaus launches Viabet brand in Finland and Denmark from 1 July 2027
State operator partners with Viaplay to enter open markets as Finnish monopoly ends.
Key Takeaways
- Veikkaus will launch the Viabet betting brand in Finland and Denmark on 1 July 2027 via a commercial partnership with Viaplay Finland and Viaplay Denmark.
- Selected Viaplay content will be integrated into the betting product while Veikkaus supplies sports data and analytics.
- The launch coincides with the opening of Finland's online gambling market and follows 12 approvals from the National Police Board of Finland out of 79 licence applications.
- Veikkaus has applied for an online gambling licence but is not yet listed among approved operators and will retain monopoly rights on lotteries, scratch cards and land-based gaming machines.
Veikkaus will launch the Viabet betting brand in Finland and Denmark on 1 July 2027, operating through a commercial partnership with Viaplay Finland and Viaplay Denmark. The rollout coincides with the opening of Finland's online gambling market and marks Veikkaus’ move from primarily B2B international operations into consumer betting.
Partnership, product and content plans
Veikkaus said it will combine its gambling technology, customer experience capabilities and responsible gambling tools with Viaplay’s sports media assets and Scandinavian presence. Selected Viaplay content will be integrated into the betting offering, while Veikkaus will supply sports data and analytics to support Viaplay’s coverage. The companies framed the venture as a commercial agreement rather than a merger.
"Viabet is a significant strategic step for Veikkaus and a concrete demonstration of how we are advancing our international growth ambitions," said Olli Sarekoski, President and CEO of Veikkaus.
Mikael Svensson, CEO of Viaplay Finland, said: "We already have a great partnership with Veikkaus in our Finnish sports production, and we look forward to expanding it through this new commercial agreement." Jonas Reuter, Veikkaus’ Executive Vice President of International Business, said the opening of the Finnish money gaming market creates a significant growth opportunity.
Market context and licences
The launch date is set to align with the end of Veikkaus’ monopoly in online gambling in Finland. The National Police Board of Finland has approved 12 out of 79 applications for online gambling licences submitted so far; there have been no rejected applications to date. Veikkaus has applied for an online gambling licence but does not appear on the list of approved operators at present. Veikkaus will retain its monopoly on Finnish lotteries, scratch cards and land-based gaming machines.
Corporate background
Prior to Viabet, Veikkaus’ international operations had been predominantly B2B, with Fennica Gaming as a B2G customer providing technology services in 21 countries. The Viabet launch represents Veikkaus' shift into scalable consumer betting and international expansion.
Commercial significance
Veikkaus described Viabet as a way to build a differentiated offering and improve competitiveness in an open market. The operator positioned the brand as the foundation for a scalable international consumer business built on Finnish expertise.
Frequently Asked Questions
When will Viabet launch and in which markets?
Viabet will launch on 1 July 2027 in Finland and Denmark. The date aligns with the opening of Finland's online gambling market and the brand will operate through partnerships with Viaplay Finland and Viaplay Denmark.
What will each partner contribute to Viabet?
Veikkaus will provide gambling technology, customer experience capabilities and responsible gambling tools, while Viaplay will contribute sports media assets and content. Veikkaus will also supply sports data and analytics to support Viaplay’s coverage.
What is the current licence situation in Finland for online gambling?
The National Police Board of Finland has approved 12 of 79 online gambling licence applications submitted so far and has not rejected any applications. Veikkaus has applied for a licence but has not been included in the list of approved operators to date.
Will Veikkaus keep any monopoly products after the market opens?
Veikkaus will retain monopoly control of Finnish lotteries, scratch cards and land-based gaming machines despite the end of its online monopoly.
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About the author
Marcus Webb
Industry Deals Correspondent
Marcus Webb covers the deal flow of the gambling industry — operator strategy, M&A, market entries, and product launches from sportsbook rebrands to full platform migrations. The reports name the companies, valuations, and jurisdictions exactly as disclosed and separate the announcement from its market impact. When a group consolidates a brand or a challenger launches into a new state, Marcus Webb explains who gains, who pays, and what closes next quarter.
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