Veikkaus OY aims to launch its new Viabet gambling brand in Denmark and Finland on 1 July 2027, marking the state-owned operator’s first move into international iGaming markets.
The expansion will be supported by a commercial partnership with Viaplay’s Finnish sports and entertainment OTT platform, combining the broadcaster’s sports content and market expertise with the tech and operations of Veikkaus’ B2B division Fennica Gaming.
Viabet will be developed, owned and operated by Veikkaus International. The agreement extends an existing relationship between the companies to promote Finnish pro-sports leagues and fixtures to new audiences.
For Chief Executive Officer Olli Sarekoski, the launch represents the latest evolution of Veikkaus as an international gambling brand, competing amongst European ranks: “Viabet is a significant strategic step for Veikkaus and a concrete demonstration of how we are advancing our international growth goals.
“The partnership will help us build a distinctive offering, improve our competitiveness in the open market and create a stronger foundation for a scalable international consumer business based on Finnish expertise.”
Under the agreement, Viabet will use selected Viaplay media content alongside Veikkaus’ capabilities in gambling, customer experience and player protection. Veikkaus will also contribute sports data and analytics to support Viaplay’s coverage.
Viaplay Denmark CEO, Lars Bo Jeppesen, said the operator had demonstrated both the ambition and expertise required to compete in Denmark, identifying responsible gambling as a central consideration in the partnership.
Danish changes shape entry
The Danish expansion comes as lawmakers pursue tighter gambling advertising restrictions through legislation approved by the Storting in October 2026.
Forthcoming laws include a ban on gambling advertising during live sports broadcasts on television and streaming services, extending from 10 minutes before an event until ten minutes after its conclusion.
Further measures would restrict advertising on public transport and near schools, prohibit the use of people aged under 25 in gambling marketing, and extend responsibility for breaches to commercial partners and influencers.
The proposed advertising restrictions are scheduled to apply from 1 July 2027, subject to parliamentary approval, coinciding with Viabet’s intended launch. For a brand built around a sports media partnership, the changes would be a significant consideration in its Danish marketing strategy.
Finland 2027
The same date will mark a fundamental change in Veikkaus’ home market, as Finland opens betting, online casino, online slots and online bingo to licensed competition.
The licensing process is already under way: applications opened through the National Police Board on 1 March 2026, ahead of the market’s July 2027 launch.
Veikkaus will retain exclusive rights over lotteries, scratch cards, physical slot machines and land-based casino games. Reforms will see Veikkaus operate under a new “dual structure”, combining monopoly activities with a competitive licensed market.
“For Veikkaus, the Viaplay partnership is not about an individual commercial project, but a strategic investment in Veikkaus’ future,” Sarekoski said.
Dual structure is an issue
The transition has also prompted debate over whether Finland should continue owning a gambling business competing against private operators.
Finland’s Social Democrats and Centre Party have questioned Veikkaus “dual structure” and whether the gambling group should still be a state asset involved in online gambling.
Government ownership officials have stressed that any broadening of ownership would depend on legislation, the company’s readiness and favourable market conditions. Veikkaus must first demonstrate its competitiveness in the new market.
For now, management’s focus is expansion. The Viabet launch sets a concrete international milestone for a business preparing to operate under substantially different commercial conditions from July 2027.