The Veikkaus Viabet brand will go live in Finland and Denmark on 1 July 2027 under a commercial agreement with Viaplay Finland and Viaplay Denmark, Finland’s state-owned gambling operator said on 29 October 2026.
Viabet is the first consumer-facing business Veikkaus has run outside Finland. Veikkaus will develop, own and operate the brand, according to the company’s announcement.
The Veikkaus Viabet deal with Viaplay
Under the agreement, Viabet will use agreed parts of Viaplay’s media content, while Veikkaus brings its gaming technology, customer experience and responsible gambling operations. Veikkaus will also feed its sports data and analytics into Viaplay’s sports coverage.
The two companies already work together on Finnish sports production. Mikael Svensson, CEO of Viaplay Finland, said the new deal builds on that existing partnership, and Lars Bo Jeppesen, CEO of Viaplay Denmark, said Viaplay was “the right partner” for Veikkaus’s international plans.
Olli Sarekoski, President and CEO of Veikkaus, called the agreement “a concrete demonstration of how we are advancing our international growth ambitions.”
From B2B exports to a consumer brand
Veikkaus started selling outside Finland in 2022 through Fennica Gaming, its B2B subsidiary, which now supplies gaming technology and digital products to customers in 21 countries, according to the company. Until now, Veikkaus has not taken bets from players outside its home market.
The 1 July 2027 launch date matches the day Finland ends the Veikkaus monopoly on online betting and casino and opens the market to licensed operators. More than 50 companies had applied for Finnish licences by August, a year before the market opens, and Hippos ATG has already won a licence for 2027.
The opening of the Finnish money gaming market creates a significant growth opportunity for Veikkaus.
Jonas Reuter, EVP, International Business, Veikkaus, in a statement
Veikkaus reported revenue of €471m for the first half of 2026, up 1% year on year.
Next steps
Viabet is due to go live in both markets on 1 July 2027. To take bets in Denmark, the brand will need a licence from the Danish Gambling Authority (Spillemyndigheden); Veikkaus has not said whether it has applied.
Source: Veikkaus
