Veikkaus launches first consumer brand outside Finland

• Veikkaus launches Viabet in Finland and Denmark on 1 July 2027.
• First consumer brand from the state-owned operator outside Finland.
• Viaplay Denmark and Viaplay Finland supply selected media content.

Finland’s state-owned gambling operator Veikkaus will launch Viabet in Finland and Denmark on 1 July 2027 under a commercial agreement with Viaplay Denmark and Viaplay Finland.

It will be the company’s first consumer brand outside Finland. The launch falls on the day Finland opens betting and online casino to licensed competition.

Crossing the border

Veikkaus confirmed the deal on 29 October. It will develop, own and operate Viabet itself, with Viaplay acting as a commercial partner rather than a co-owner.

Veikkaus says this is the first time it has entered the consumer market outside Finland. The operator has long held exclusive rights over Finnish gambling, so running a branded B2C product in another country is a clear change of direction.

Olli Sarekoski, President and CEO at Veikkaus, said:

“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.”

He also called the partnership a strategic investment in Veikkaus’ future rather than a single commercial agreement.

Content meets data

Under the agreement, Viabet will use agreed elements of Viaplay’s selected media content. Veikkaus will combine them with its own expertise in gaming, technology, customer experience and responsible play.

The partnership also works in the other direction. According to the release, Veikkaus’ expertise in sports data and analytics will enrich Viaplay’s sports coverage and give viewers more insight into the sports they follow.

Veikkaus was direct about why content matters. In sports betting, it said, content plays a key role in both customer appeal and competitiveness.

For Viaplay, the release presents the deal as a chance to put its sports brand to commercial use. It cites Veikkaus’ state ownership, gaming experience and commitment to responsible play as the attractions.

Old partners, new terms

The two sides have worked together before. Veikkaus and Viaplay Group signed a multi-year partnership in February 2024 covering Premier League, NHL and IIHF ice hockey content. They also collaborate on sports production in Finland.

That earlier deal does not set out what Viabet will carry. Neither company has named the sports properties involved in the new agreement. Separately, Viaplay Group holds Danish 3F Superliga football rights, which it has extended to 2030.

Lars Bo Jeppesen, CEO at Viaplay Denmark, said:

“From our very first meeting, it has been clear that Veikkaus has bold ambitions and the expertise to succeed in the Danish market, with responsibility at the heart of its 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.”

Mikael Svensson, CEO at Viaplay Finland, said:

“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.”

Fennica paved the way

Until now, Veikkaus’ business outside Finland has been entirely B2B. Fennica Gaming, the subsidiary it set up in 2022, sells Finnish gaming expertise, technology and digital solutions to customers in 21 countries.

Viabet moves the group into direct consumer relationships abroad. Veikkaus links the step to its long-term goal of becoming a respected and successful international gaming group.

The release places the decision in a wider industry trend. Operators are consolidating around multi-market, multi-brand models, where scale, brand strength, technology and customer insight decide who can compete.

Jonas Reuter, EVP, International Business at Veikkaus, said:

“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.”

The July collision

Viabet goes live on the same day Finland’s Gambling Act enters into force in full. President Alexander Stubb signed the legislation in January. From 1 July 2027, the Act opens betting, online casino, online slots and online bingo to licensed competition.

Interest has been strong. The National Police Board told iGaming Business that 79 gambling licence applications had been filed as of 26 October. It has granted 12 licences so far and has rejected none.

A licence granted now does not allow anyone to launch early. Licensed services can only begin on 1 July 2027, and until then the existing monopoly arrangements stay in place.

The board’s list names licence-holding companies rather than the consumer brands they will run. Early approvals include Hippos ATG and Granturo Finland, the Wildz Group entity.

Veikkaus has applied but was not among the first licensees. Once the market opens, Veikkaus will keep its exclusive rights over lottery, scratchcards and land-based gaming machines.

The Danish question

The announcement leaves several questions open. It does not say whether Veikkaus has applied for a Danish operator licence. Viabet cannot take bets from Danish players until Spillemyndigheden has granted one.

It also does not set out Viabet’s product mix. Nor does it explain how the brand will sit alongside Veikkaus’ own offering in Finland.

Viabet will enter a mature market. In 2025, online casino generated DKK 4.309bn in gross gaming revenue in Denmark, ahead of DKK 3.492bn for monopoly lotteries. Spillemyndigheden’s annual review shows it was the first time online casino had led the market since 2012.

The more pressing contest for Veikkaus is at home, where licensed rivals will compete for its online customers from next July. Viabet gives the group a second brand for that fight, backed by media reach it does not have to build from scratch.