Veikkaus takes first international betting step with Viabet
The state operator is moving beyond its monopoly roots as Finland’s gambling market prepares for greater competition.
Key takeaways:
- Veikkaus will launch its new Viabet brand in Finland and Denmark on July 1, 2027.
- The project is being developed in partnership with Viaplay Finland and Viaplay Denmark.
- Viabet is Veikkaus’ first direct-to-consumer gambling brand outside Finland.
- The company says Finland’s market liberalisation has created a significant growth opportunity.
- Veikkaus plans to combine its gaming expertise with Viaplay’s sports content and Scandinavian market presence.
Veikkaus has announced plans to launch the Viabet betting brand in Finland and Denmark, marking the Finnish state operator’s first expansion into international consumer gambling markets. The move represents a strategic shift for a company that has traditionally operated as a domestic monopoly and comes as Finland continues transitioning towards a competitive licensed gambling framework. Through a partnership with Viaplay, Veikkaus aims to establish a scalable B2C business beyond its home market.
Finland.- The state-owned gambling operator Veikkaus is preparing to enter the international consumer betting market for the first time with the launch of a new brand, Viabet, in Denmark as well as in its native Finland. The company announced that the new venture will be introduced through a commercial partnership with Viaplay Finland and Viaplay Denmark.
Viabet is scheduled to launch on July 1 2027 in both Finland and Denmark. That date coincides with the launch of competitive regulated igaming in Finland, which will end Veikkaus’ monopoly over the vertical.
The collaboration will combine Veikkaus’ gambling technology, customer experience capabilities and responsible gambling tools with Viaplay’s sports media assets and established presence across Scandinavia. Veikkaus intends to incorporate selected Viaplay content into its offering, while providing sports data and analytics designed to enhance Viaplay’s sports coverage.
The move marks a significant shift in Veikkaus’s strategy as it prepares for competition in its domestic market. Until now, the company’s overseas activities have been in the B2B space via its gaming technology and supplier brand Fennica Gaming, which currently serves customers in 21 countries.
Veikkaus President and CEO Olli Sarekoski described the move into global B2C operations as a major milestone in the company’s growth plans beyond its home market. He said it will help Veikkaus create a “differentiated offering”, strengthen its position in competitive markets and build an international consumer-facing business based on Finnish gaming expertise.
Jonas Reuter, Executive Vice President of International Business at Veikkaus, linked the development directly to the liberalisation of Finland’s gambling market, describing it as a “significant growth opportunity” and a way to convert long-standing operational expertise into a scalable consumer product for selected international markets.
Finland’s National Police Board has approved at least 12 applications for Finnish online gambling licences so far, with some way still to go to process the 79 applications that it has received. It says no application has been rejected so far.
Veikkaus was not included among the approved operators yet. It has applied for online licences and will also retain its exclusive rights over the Finnish lottery, scratch cards and land-based gaming machines.
FAQs
What is Viabet?
Viabet is a new consumer betting brand created by Veikkaus that will launch in Finland and Denmark on July 1, 2027.
Why is the Viabet launch significant for Veikkaus?
It marks the first time Veikkaus has launched a direct-to-consumer gambling brand outside Finland, expanding beyond its traditional monopoly business model.
Who is partnering with Veikkaus on Viabet?
Veikkaus is launching the brand through a commercial partnership with Viaplay Finland and Viaplay Denmark, combining betting products with sports media assets.
How does Finland’s gambling reform relate to Viabet?
Veikkaus has linked the project to Finland’s market liberalisation, arguing that the new competitive environment creates opportunities for international growth and diversification.
