Veikkaus and Viaplay to Launch Viabet in Finland and Denmark in 2027
Finland.- 30 October 2026 | www.zonadeazar.com Veikkaus, Finland’s state-owned gambling operator, has announced a commercial partnership with Viaplay to launch Viabet, a new betting and online gaming brand scheduled to enter the Finnish and Danish markets on 1 July 2027.
Announced on 29 October 2026, the agreement represents an important strategic development for Veikkaus, marking its first entry into international consumer-facing gambling operations.
The initiative coincides with the opening of Finland’s online betting and casino market to licensed competition and combines Veikkaus’ technology expertise with Viaplay’s sports content and commercial knowledge.
Viabet to Launch in Two European Markets
The new brand will be developed, owned and operated by Veikkaus.
Its simultaneous launch in Finland and Denmark will be supported by commercial agreements with Viaplay’s local divisions.
The partnership has three principal objectives:
- Establishing a new consumer-facing gambling brand.
- Leveraging Viaplay’s sports content and market expertise.
- Developing international operations based on technology, customer experience and responsible gambling.
The project will enable Veikkaus to extend its consumer operations beyond its domestic market.
Finland’s Market Opens on 1 July 2027
Viabet’s launch will coincide with one of the most significant regulatory changes in Finland’s gambling industry.
From 1 July 2027, Finland will allow licensed operators to compete in certain online gambling segments, ending Veikkaus’ exclusive position in these activities.
The reform covers sports betting and online casinos, while other gambling products will remain under the state monopoly framework.
For Veikkaus, the change means competing against international companies within its home market.
The creation of Viabet forms part of the operator’s response to this regulatory transformation.
Viaplay to Provide Sports Media Content
One of the partnership’s main components will be access to selected Viaplay media content.
The entertainment company has an established presence across the Nordic region and holds broadcasting rights to major international sporting competitions.
Its portfolio includes coverage of:
- The English Premier League.
- UEFA Champions League.
- Germany’s Bundesliga.
- Denmark’s domestic football league.
- National Hockey League (NHL).
- Formula 1.
The agreement will allow selected Viaplay content to be used according to the commercial terms agreed between the companies.
The specific competitions to be incorporated into Viabet have not been disclosed.
Veikkaus to Contribute Technology and Sports Analytics
Alongside developing and operating Viabet, Veikkaus will contribute its technological capabilities and sports betting expertise.
The partnership includes using sports data and analytics to enrich selected Viaplay sports coverage.
These tools will provide additional insights into matches and competitions, helping audiences gain a deeper understanding of sporting events.
Veikkaus will also contribute its expertise in customer experience, digital gaming platforms and responsible gambling.
The combination is designed to differentiate Viabet within increasingly competitive markets.
Statements From Veikkaus CEO
Olli Sarekoski, President and Chief Executive Officer of Veikkaus, emphasised the strategic importance of the new brand.
Sarekoski described Viabet as a significant step towards achieving the company’s international growth ambitions.
According to the executive, the partnership will enable Veikkaus to develop a differentiated offering, improve its competitiveness in open markets and establish a scalable international consumer business.
He also stressed that the collaboration represents a strategic investment in Veikkaus’ future rather than an isolated commercial agreement.
Viaplay Denmark Highlights Commercial Expansion
Lars Bo Jeppesen, Chief Executive Officer of Viaplay Denmark, welcomed Veikkaus’ expertise and ambitions in the Danish market.
He highlighted the Finnish company’s commitment to responsible gambling and its plans to compete internationally.
Jeppesen also emphasised Viaplay’s contribution through its live sports portfolio, supporting programming and experience in developing commercial partnerships.
For Viaplay Denmark, Viabet represents an opportunity to extend the commercial value of its sports content.
Viaplay Finland Extends an Existing Partnership
The agreement will also deepen the existing commercial relationship between Veikkaus and Viaplay in Finland.
Mikael Svensson, Chief Executive Officer of Viaplay Finland, noted that the two companies already collaborate on sports productions.
The new partnership will extend that relationship through the development of Viabet.
Svensson highlighted Viaplay’s sports portfolio, production expertise and understanding of the Finnish market.
The agreement therefore combines an established working relationship with a new international growth initiative.
Fennica Gaming Already Serves 21 Countries
Although Viabet will become Veikkaus’ first consumer-facing gambling brand outside Finland, the company already has international experience.
In 2022, Veikkaus began expanding internationally through Fennica Gaming, its subsidiary specialising in technology solutions for other businesses.
Fennica Gaming currently supplies digital gaming products and services to customers in 21 countries.
Its commercial model focuses on B2B operations, providing solutions to other gambling operators.
Viabet represents the next stage of international development through a directly operated B2C brand.
Strategy Focused on Competitive Regulated Markets
Veikkaus believes the international gambling industry is undergoing significant changes driven by greater competition and market consolidation.
In this environment, operators are expanding through new brands, strategic partnerships and technologies capable of adapting to different jurisdictions.
The agreement with Viaplay supports this approach.
Veikkaus aims to combine its gaming expertise with its partner’s sports media presence to establish a competitive brand in Finland and Denmark.
The launch will remain subject to the applicable regulatory requirements in each jurisdiction.
Industry Impact and Next Steps
The creation of Viabet marks an important change in Veikkaus’ business strategy.
The company will move beyond focusing its direct consumer operations exclusively on Finland, developing an international brand supported by its technology expertise and a partnership with a major sports media provider.
For Viaplay, the agreement creates another commercial opportunity associated with its audiovisual sports portfolio.
Scheduled to launch on 1 July 2027, Viabet will mark Veikkaus’ international B2C debut and its adaptation to Finland’s newly competitive online gambling market.
Over the coming months, both companies will advance the commercial and technological preparations for the new brand.
Edited by: @fonta
