Veikkaus plans July 2027 Viabet launch in Denmark and Finland with Viaplay partnership
Finland's state-owned Veikkaus intends to launch the Viabet brand in Denmark and Finland on 1 July 2027, backed by a partnership with Viaplay's Finnish platform. It is the operator's first move into international iGaming.
GamblingSource: SBC News
Veikkaus OY has set 1 July 2027 as its target date for launching a new gambling brand, Viabet, in both Denmark and Finland. The state-owned operator describes the project as its first step into international iGaming markets.
The launch will rest on a commercial partnership with Viaplay's Finnish sports and entertainment streaming platform. Viabet will be developed, owned and operated by Veikkaus International, using the technology and operations of Fennica Gaming, Veikkaus' B2B division. The deal builds on an existing relationship in which the companies promote Finnish professional sports leagues and fixtures. Viabet will draw on selected Viaplay media content together with Veikkaus' expertise in gambling, customer experience and player protection, while Veikkaus will provide sports data and analytics for Viaplay's coverage.
Veikkaus Chief Executive Olli Sarekoski called Viabet a significant strategic step and a concrete demonstration of the company's international growth goals. He said the partnership should help build a distinctive offering and improve competitiveness in the open market. Viaplay Denmark CEO Lars Bo Jeppesen said Veikkaus had shown the ambition and expertise needed to compete in Denmark, and named responsible gambling as a central consideration.
The Danish entry coincides with tighter advertising rules. Planned measures include a ban on gambling advertising during live sports broadcasts on television and streaming services, from 10 minutes before an event until ten minutes after it ends. Further proposals would restrict advertising on public transport and near schools, bar people under 25 from gambling marketing, and extend liability for breaches to commercial partners and influencers. The restrictions are scheduled to apply from 1 July 2027, subject to parliamentary approval, which would be a significant factor for a brand built around a sports media partnership.
The same date marks a major change in Finland, where betting, online casino, online slots and online bingo will open to licensed competition. Applications opened through the National Police Board on 1 March 2026. Veikkaus will keep exclusive rights over lotteries, scratch cards, physical slot machines and land-based casino games, operating under a new dual structure that combines monopoly activities with a competitive licensed market.
That structure has drawn political debate. Finland's Social Democrats and Centre Party have questioned it and whether the group should remain a state asset active in online gambling. Government ownership officials say any broadening of ownership would depend on legislation, the company's readiness and favourable market conditions, and that Veikkaus must first prove its competitiveness in the new market.
Based on reporting by SBC News.