Veikkaus, Finland’s state-owned gambling operator, is set to make its debut in the international betting market with its new brand, Viabet. The official launch is scheduled for July 1, 2027, coinciding with the opening of Finland's online gambling market, which will end Veikkaus’ long-standing monopoly in the sector.
The initiative is a result of a commercial partnership with Viaplay Finland and Viaplay Denmark. This collaboration aims to merge Veikkaus’s gambling technology, customer experience, and responsible gambling tools with Viaplay's extensive sports media resources and their established presence in Scandinavia.
Olli Sarekoski, President and CEO of Veikkaus, emphasized the significance of Viabet, noting it as a strategic move that highlights the company’s commitment to international growth. He stated, "Viabet is a significant strategic step for Veikkaus and a concrete demonstration of how we are advancing our international growth ambitions. Through this partnership, we can build a differentiated offering, improve our competitiveness in the open market, and create a stronger foundation for scalable international consumer business based on Finnish expertise."
In addition to the betting platform, the partnership will also integrate selected content from Viaplay into the betting offerings. Veikkaus will contribute sports data and analytics to bolster Viaplay’s coverage.
Mikael Svensson, CEO of Viaplay Finland, expressed enthusiasm about the partnership, stating, "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. We are proud to support Veikkaus’ ambitions for Viabet with our strong sports portfolio, production expertise and knowledge of the Finnish market."
Jonas Reuter, Executive Vice President of International Business at Veikkaus, highlighted the growth opportunities arising from the opening of the Finnish money gaming market, remarking that there is noticeable international demand for their expertise. "Viabet allows us to turn that expertise into a scalable consumer business in selected markets. This is an important next step in our international expansion," he added.
Veikkaus has historically focused on B2B operations internationally, with Fennica Gaming as its only B2G customer, providing technology services across 21 countries. The launch of Viabet signals a strategic shift for Veikkaus toward direct consumer betting.
So far, the National Police Board of Finland has approved 12 of the 79 applications submitted for online gambling licenses, with no applications rejected to date. While Veikkaus has applied for such a license, it has not yet been included in the list of approved operators. The company will continue to hold its monopoly over Finnish lotteries, scratch cards, and land-based gaming machines.
