Veikkaus is preparing to take its first step into the international consumer gambling market through a new partnership with Viaplay, marking a significant shift for the Finnish state-owned operator.
Under the agreement, the companies will launch a new betting and gaming brand, Viabet, in both Finland and Denmark from 1 July 2027.
The move represents Veikkaus’ first business-to-consumer expansion outside its home market and forms part of a wider strategy to build an international gaming business. The company said the partnership combines its experience in gaming, technology and responsible gambling with Viaplay’s sports content and market presence in Finland and Denmark.
Veikkaus sees the project as an opportunity to strengthen its position as gambling markets become increasingly competitive and international.
Speaking about the deal, Olli Sarekoski, President and CEO of 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.”
18 licenses approved as Finland set for summer launch
The launch also comes as Finland prepares to open its gambling market to greater competition, creating new opportunities for operators looking to expand their reach.
The country’s licensing process continues to gather pace. The National Police Board has confirmed that it has now received 81 licence applications for the new market, up from 70 applications reported a month earlier. So far, 18 licences have been approved, with the regulator continuing to assess a
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