Finnish state-owned gambling operator Veikkaus and sports streaming group Viaplay plan to launch a consumer betting brand called Viabet in Finland and Denmark on 1 July 2027. The commercial partnership will mark Veikkaus's first business-to-consumer gaming operation outside Finland, according to iGaming Business.
The companies intend to combine Veikkaus's gaming technology, customer experience and responsible-gambling systems with Viaplay's sports content and Nordic market reach. Selected Viaplay media content is expected to appear within the new offering, while Veikkaus plans to provide sports data and analytics that can support Viaplay's coverage. The report does not disclose financial terms or detailed product features.
Veikkaus chief executive Olli Sarekoski described the venture as a strategic step toward a scalable international consumer business. Executives from Viaplay's Danish and Finnish operations said their sports portfolios and production experience would support the launch. The agreement extends an existing relationship around Finnish sports production into a jointly marketed gambling product.
Until now, Veikkaus's international activity has mainly run through Fennica Gaming, the business-to-business subsidiary it established in 2022. A contemporary report on Fennica's launch described its role as exporting gaming products and services to other operators. Viabet therefore represents a different model, with Veikkaus preparing to serve consumers directly in Denmark as Finland moves toward an open licensed market in 2027.
