Veikkaus, the state-owned gambling operator in Finland, is set to make its foray into the international betting market with the launch of its new brand, Viabet, which is scheduled to debut in Finland and Denmark on July 1, 2027. This move aligns with the impending opening of Finland's online gambling market, effectively ending Veikkaus's longstanding monopoly in that sector.
The company will collaborate with Viaplay Finland and Viaplay Denmark to harness a combined offering, integrating Veikkaus's gambling technology, customer service capabilities, and responsible gambling initiatives with Viaplay's established presence in Scandinavian sports media.
Olli Sarekoski, President and CEO of Veikkaus, expressed enthusiasm for this initiative, stating, "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."
As part of this partnership, Veikkaus plans to incorporate select content from Viaplay into its betting services. In turn, Veikkaus will supply sports data and analytics to enhance Viaplay’s coverage.
Mikael Svensson, CEO of Viaplay Finland, commented on the existing collaboration, 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, elaborated on the significance of the Finnish money gaming market's opening, noting, "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. This is an important next step in our international expansion."
Currently, Veikkaus’s international operations mainly focus on B2B partnerships, with the exception of its sole B2G agreement with Fennica Gaming, which provides technological services for gaming across 21 countries. The introduction of Viabet signifies a pivotal shift for Veikkaus as it transitions from B2B to consumer betting.
The National Police Board of Finland has so far approved 12 out of 79 applications for online gambling licenses, with no applications rejected up to this point. Although Veikkaus has applied for an online gambling license, it has not yet been listed among the approved operators. However, the company will maintain its monopoly on Finnish lotteries, scratch cards, and land-based gaming machines.
