Veikkaus and Viaplay plan Viabet launch in Finland and Denmark

Veikkaus has agreed a commercial partnership with Viaplay's Finnish and Danish divisions to launch a gaming brand, Viabet, in Finland and Denmark from 1 July 2027. The company said the agreement supports its ambition to build a consumer business beyond Finland and marks a step in its international strategy.

Veikkaus president and chief executive Olli Sarekoski said Viabet is a strategic step for the company and a demonstration of how it is advancing its international growth ambitions. He said the partnership would let Veikkaus build a differentiated offering, improve its competitiveness in the open market and create a foundation for a scalable international consumer business based on Finnish expertise.

Viaplay Denmark chief executive Lars Bo Jeppesen said Veikkaus had shown ambitions and expertise for the Danish market, with responsibility central to its plans, and that Viaplay's live sports portfolio and commercial approach to partnerships supported those ambitions. Viaplay Finland chief executive Mikael Svensson said the companies already work together on Finnish sports production and that the new agreement expands that relationship.

Veikkaus began its international operations through its B2B subsidiary Fennica Gaming in 2022, which provides digital gaming solutions to customers in 21 countries. Jonas Reuter, executive vice president of international business, said the opening of the Finnish online gambling market creates a growth opportunity for Veikkaus and that Viabet allows the company to turn its expertise into a consumer business in selected markets.