Veikkaus, Finland’s state-owned gambling operator, is preparing to launch a new consumer brand named Viabet, marking its first venture beyond the Finnish market. The announcement was made on Thursday, detailing the simultaneous rollout in Finland and Denmark through a partnership with Viaplay Denmark and Viaplay Finland.
This initiative represents Veikkaus’s inaugural B2C gaming operation overseas. Prior to this, the company’s international engagements were primarily conducted through its B2B subsidiary, Fennica Gaming, which was established in 2022 and focuses on exporting Finnish gaming technology and services to 21 countries.
Viabet is set to debut on July 1, 2027, in both markets.
Olli Sarekoski, president and CEO of Veikkaus, characterized the launch of Viabet as “a significant strategic step,” showcasing the company’s drive for international expansion. Sarekoski believes that the collaboration with Viaplay will help Veikkaus create a “differentiated offering,” improve its competitiveness in open markets, and lay a strong foundation for an international consumer business built on Finnish expertise.
The partnership aims to integrate Veikkaus’s gaming technology and commitment to responsible gaming with Viaplay’s sports content and its established position in the Scandinavian market. Veikkaus plans to incorporate selected Viaplay media content while utilizing sports data and analytics to enhance Viaplay’s sports coverage.
Lars Bo Jeppesen, CEO of Viaplay Denmark, expressed enthusiasm for the partnership, highlighting Veikkaus’s ambitions and expertise as a good match for the Danish market and emphasizing the importance of responsible gaming in their plans. “We are delighted that Veikkaus sees Viaplay as the right partner to support those ambitions, recognizing our strong portfolio of live sports and the programming around it, as well as our commercial approach to partnerships,” Jeppesen stated.
Mikael Svensson, CEO of Viaplay Finland, echoed similar sentiments, noting the successful existing partnership in Finnish sports production and the potential for developing a commercial agreement through Viabet.
The launch of Viabet aligns with Finland’s gradual market liberalization. Historically, Veikkaus has operated as a state-controlled monopoly, and its entry into branded consumer products internationally signals a significant shift. Jonas Reuter, EVP of international business at Veikkaus, noted that recent liberalization of the Finnish money gaming market presents a "significant growth opportunity." He believes Viabet will enable Veikkaus to convert its recognized expertise into a scalable consumer offering suitable for select international markets.
Last week, the Finnish National Police Board confirmed the ongoing liberalization of the gaming market, stating that twelve companies had received licenses. As of October 26, there had been 79 gambling license applications submitted, with 12 granted and none rejected. Although Veikkaus was not among the companies listed by the regulator, they have submitted an application and will maintain a monopoly over lottery, scratchcards, and land-based gaming machines in the country once the market opens.
