Veikkaus Launches Viabet Gaming Brand in Finland and Denmark With Viaplay
Veikkaus announced on 29 October 2026 that it has signed a commercial agreement with Viaplay Denmark and Viaplay Finland to launch Viabet, a new gaming brand developed, owned and operated by Veikkaus, in Finland and Denmark from 1 July 2027. The company described the deal as a milestone in its international strategy and its ambition to build a scalable, competitive and responsible consumer business beyond Finland.
For a state-owned operator, the detail that carries the most weight is that this is the first time Veikkaus is entering the business-to-consumer market outside its home country. The move pairs Veikkaus’s gaming expertise with Viaplay’s sports brand in Finland and Denmark.
What the Veikkaus and Viaplay commercial agreement involves
Under the agreement, Veikkaus will combine agreed elements of Viaplay’s selected media content with its own expertise in gaming, technology, customer experience and responsible play. The exchange runs both ways. Veikkaus’s expertise in sports data and analytics will enrich Viaplay’s sports coverage, adding further insight to its programming.
Viaplay brings sports content and market understanding in Finland and Denmark, which Veikkaus says supports the positioning and attractiveness of the Viabet brand in both markets. In sports betting, content plays a central role in customer appeal, and that is where Viaplay’s portfolio fits in.
Viabet marks Veikkaus’s first B2C launch outside Finland
Veikkaus began its international journey through its B2B subsidiary Fennica Gaming in 2022, which currently exports Finnish gaming expertise, technology and digital gaming solutions to customers in 21 countries. Viabet is the next step, taking Veikkaus into the consumer market outside Finland for the first time.
“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. Sarekoski also said: “This partnership is more than a single commercial agreement. It is a strategic investment in Veikkaus’ future.”
Why Veikkaus is expanding into the open gaming market
Veikkaus frames the money gaming market as one that is growing more international and concentrated, where the operators that win are those with scale, strong brands, the right technology and a close read on their customers. By its own account, a mix of loosening rules, tougher competition and continued consolidation is pushing up the value of a recognisable brand and the right partnerships in regulated markets.
Jonas Reuter, EVP, International Business at Veikkaus, tied the move to timing. “The opening of the Finnish money gaming market creates a significant growth opportunity for Veikkaus. We see clear international demand for our expertise, and Viabet allows us to turn that expertise into a scalable consumer business in selected markets,” he said.
What Viaplay gains from the Viabet sports betting brand
For Viaplay, the deal is a route to extend its sports brand through cooperation with an experienced, responsibility-focused operator. “From our very first meeting, it has been clear that Veikkaus has bold ambitions and the expertise to succeed in the Danish market, with responsibility at the heart of its plans,” said Lars Bo Jeppesen, CEO of Viaplay Denmark. He added that the companies look forward to making the Viabet launch a success from 1 July 2027.
The Finnish side builds on an existing relationship. “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,” said Mikael Svensson, CEO of Viaplay Finland.
What the Viabet launch means for Nordic iGaming
The announcement sets a clear marker for 1 July 2027, when Viabet goes live in Finland and Denmark. The launch positions Veikkaus as an international gaming group building a consumer brand in neighbouring regulated markets, drawing on Finnish gaming expertise and Viaplay’s sports content. For operators across the region, it will be an early test of how a state-owned incumbent competes in the open market. Can a state incumbent turn its gaming expertise into a consumer brand that travels across borders?
Source: Veikkaus Group
