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Veikkaus and Viaplay launch Viabet in Finland and Denmark

Deals & M&A1 min read

In brief

  • Veikkaus announced a commercial agreement with Viaplay to launch the Viabet gambling brand.
  • Viabet is due to begin operating in Finland and Denmark on 1 July 2027.
  • Veikkaus will develop, own and operate the brand; Viaplay will contribute content and market knowledge.

Veikkaus has announced a commercial agreement with Viaplay to launch Viabet, a new gambling brand. Viabet is due to begin operating in Finland and Denmark on 1 July 2027.

The same day, Finland's new licensed online gambling market is due to start, ending the Veikkaus monopoly on betting and certain digital games.

Veikkaus will develop, own and operate Viabet. Viaplay will contribute its content, knowledge of the markets and commercial capacity. The agreement will combine selected Viaplay sports content with Veikkaus's technology, operational experience and responsible gambling tools. Veikkaus will also provide its sports data analysis capabilities to enrich the broadcasts on the Viaplay platform.

Olli Sarekoski, president and chief executive of Veikkaus, said Viabet is a significant strategic step for the company and shows how it is advancing its international growth ambitions. Sarekoski considers that the collaboration will allow a differentiated offer and strengthen the company's competitiveness in an increasingly open and international market. Lars Bo Jeppesen, chief executive of Viaplay Denmark, highlighted the Finnish operator's ambitions and the opportunities from combining its gambling experience with Viaplay's sports offering.

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