Finland’s state-owned gambling company Veikkaus is expanding into Denmark with a new betting brand, Viabet, as it prepares for a major shift in Finland’s gambling market in July 2027.
The company announced that it has signed an agreement with streaming service Viaplay to develop the new brand. Under the agreement, Viabet will be developed, owned and operated by Veikkaus in Finland and Denmark from 1 July 2027.
The expansion marks a strategic move by Veikkaus to establish a presence beyond Finland while preparing for increased competition in its home market. Finland’s gambling system is set to open to licensed competitors in July 2027, allowing other operators to enter parts of a market that have traditionally been dominated by the state-owned company.
Veikkaus President and CEO Olli Sarekoski described the partnership as an important step in the company’s international growth strategy. In the company’s announcement, he said the agreement would help Veikkaus develop a distinctive offering, strengthen its competitiveness in an open market and build a foundation for expanding its international consumer business.
According to Veikkaus, Viabet will bring together selected media content from Viaplay with the Finnish company’s experience in gaming, technology, customer experience and responsible gambling. The companies have not provided further details in the supplied announcement about the brand’s specific products or how its services will be presented to customers.
The planned launch comes as Veikkaus prepares to adapt to a more competitive operating environment in Finland. The 2027 reform is expected to change the company’s position in the domestic gambling sector, making competition from licensed operators a more significant part of the market.
By planning to operate Viabet in both Finland and Denmark, Veikkaus is positioning the brand for an international role alongside its domestic business. The agreement with Viaplay also brings a media partnership into the company’s expansion plans, although the full scope of the collaboration remains to be detailed.
