Veikkaus, Finland's state-owned gambling operator, is embarking on an unprecedented venture by launching a new consumer brand, Viabet. This marks the company’s first foray into international markets, expanding its operations beyond Finland.
The initiative, announced on Thursday, will see the simultaneous rollout of Viabet in both Finland and Denmark through a partnership with Viaplay Denmark and Viaplay Finland. This represents Veikkaus's inaugural operation of a business-to-consumer (B2C) gaming brand beyond its home territory.
Previously, Veikkaus’s international engagements were limited to its B2B subsidiary, Fennica Gaming, established in 2022. This subsidiary has been instrumental in exporting Finnish gaming technology and services to 21 countries.
Viabet is slated to launch on July 1, 2027, in both Finnish and Danish markets.
Olli Sarekoski, president and CEO of Veikkaus, termed the launch "a significant strategic step," showcasing the company's commitment to expanding its international footprint. He stated that the collaboration with Viaplay will facilitate the creation of a “differentiated offering,” improve competitiveness in open markets, and lay the groundwork for a scalable international consumer business that capitalizes on Finnish expertise.
This partnership is designed to harness Veikkaus's gaming technology, customer service, and commitment to responsible gaming alongside Viaplay’s extensive sports content and established market presence in Scandinavia. Veikkaus intends to incorporate selected Viaplay media content and leverage its sports data and analytics to enhance the coverage of Viaplay's sporting events.
Viaplay executives have expressed robust support for the partnership. Lars Bo Jeppesen, CEO of Viaplay Denmark, highlighted Veikkaus’s ambitious vision and its expertise as a perfect match for the Danish market, reiterating 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 our commercial approach to partnerships,” Jeppesen said.
Mikael Svensson, CEO of Viaplay Finland, spotlighted the ongoing successful collaboration in Finnish sports production and the potential to transition this partnership into a commercial agreement through Viabet.
“We are proud to support Veikkaus’s ambitions for Viabet with our strong sports portfolio and production expertise as well as our knowledge of the Finnish market,” Svensson remarked.
With a history rooted in domestic, state-controlled gaming, Veikkaus’s venture into international branded consumer products marks a significant change. Jonas Reuter, EVP of international business at Veikkaus, pointed to the recent liberalization of the Finnish money gaming market as a pivotal growth opportunity.
Reuter emphasized that Viabet embodies Veikkaus’s recognized expertise translated into a scalable consumer offering for select international markets. Recent developments show that Finland’s market liberalization is gaining momentum; the National Police Board has confirmed that twelve companies have been granted gaming licenses as of October 26, with 79 gambling license applications submitted and no rejections reported so far.
Although Veikkaus is not listed as a recipient of these licenses, they have submitted their application. The company will maintain its monopoly over lotteries, scratchcards, and land-based gaming machines when the market opens fully.
