Finland’s state-owned gambling operator Veikkaus will expand its international footprint with the launch of its new Viabet gambling brand in Finland and Denmark. The launch comes from a partnership agreement with streaming and entertainment company Viaplay, which will cover its operations in both countries.
The launch is set for July 1, 2027, and it will mark the first time Veikkaus has entered consumer gambling markets outside Finland, making it a significant step in its foreign expansion strategy. Viabet has been developed and is owned by Veikkaus, which will also be responsible for operating the brand.
Combining Gambling Expertise and Sports Content
Under the agreement, Viabet will use selected media content from Viaplay, combining it with Veikkaus's expertise in gambling, tech, customer experience and player safety. Veikkaus will also provide sports data to Viaplay, allowing the media brand to provide viewers a little extra information about matches and competitions.
Veikkaus CEO Olli Sarekoski described the agreement as an important milestone in the company's international growth strategy.
“Viabet is a key strategic step for Veikkaus and a demonstration of how we are advancing our international growth ambitions. Through this partnership, we can build a distinctive offering, strengthen our competitiveness in an open market and establish a stronger foundation for scalable international consumer business.”
He added that the collaboration should be seen as more than an individual commercial agreement, describing it as a strategic investment in the state operator’s future.
Via the agreement, Viaplay will be allowed to make greater use of its sports content and footprint in Finland and Denmark. Live sports broadcasts and related programming will support Viabet’s offering, particularly in the sports betting segment, where access to attractive sports content can help operators differentiate themselves from competitors.
Viaplay Denmark CEO Lars Bo Jeppesen highlighted Veikkaus’s experience in the gambling industry and its commitment to responsible gambling as important factors behind the partnership.
Meanwhile, Viaplay Finland CEO Mikael Svensson also welcomed the agreement. He believes the companies’ existing collab in sports production and highlighted Viaplay’s sports offering, production expertise and knowledge of the Finnish market.
Bracing for Finnish Market Liberalisation
Veikkaus’ expansion coincides with the launch of Finland’s online regulated market for international casino brands. This will essentially end the state operator’s current monopoly on online gambling under a brand-new regime.
As part of the new framework, private gambling operators can apply for licences and join the Finnish online casino market. The changes have already attracted considerable interest from international companies, with the National Police Board reporting that it had received 75 applications by September 22, 2026, up from 50 in June.
The number of applications has exceeded earlier expectations. University of Helsinki researcher Janne Nikkinen previously estimated that between 40 and 60 applications would be a likely outcome.
However, the submissions do not necessarily represent different operators, as companies can submit separate applications for different gambling activities, while individual submissions can also cover several forms of operation. Still, no licences have been granted as of the latest update, with the assessment process expected to take between six and eight months.
Entering a New Online Gambling Era
The reform will fundamentally change Veikkaus’ position in Finland, where it has traditionally operated under a state-backed gambling monopoly. The company has been preparing for the transition by restructuring its operations and establishing subsidiaries that will allow parts of its online business to compete under the new licensing framework.
The arrival of private competitors is expected to increase pressure on operators to establish recognisable brands and invest in marketing, technology and customer acquisition. As a result, Veikkaus’ agreement with Viaplay could provide an established media partner and access to sports audiences as competition intensifies.
Licensed gambling companies will also be subject to a tax rate of 22% on gross gaming revenue, which will be calculated as the difference between stakes and winnings paid out. However, taxation and the wider regulatory environment could influence how international operators approach the Finnish market.
Expansion via Fennica Gaming
Veikkaus’ international initiatives extend beyond the Viabet brand. The company has operated internationally since 2022 via its subsidiary Fennica Gaming, which provides gambling expertise, technology and digital gaming solutions to business customers in 21 countries.
Still, Viabet stands at a different stage in the company’s international development, taking Veikkaus beyond business-to-business services and into direct consumer operations abroad for the first time.
The move comes as the gambling industry becomes increasingly consolidated, with operators seeking to expand across national borders and develop multiple brands. Veikkaus believes its partnership with Viaplay will help it respond to these developments by combining its gambling expertise with established sports media capabilities.
Jonas Reuter, Veikkaus's director of international business, said the company had identified clear international demand for its expertise and intended to use Viabet to pursue growth opportunities in selected consumer markets.
“The opening of the Finnish gambling market to competition creates a significant growth opportunity for Veikkaus. There is clear international demand for our expertise. Through Viabet, we can tap into that demand in the consumer business in selected markets.”
With Finland preparing to welcome private operators and the Danish launch providing Veikkaus with its first direct international consumer operation, the Viabet project marks an important development in the company's ambition to become a successful international gambling group.
