Veikkaus to launch Viabet betting brand in Finland and Denmark

Finland’s state-owned gambling operator, Veikkaus, has announced plans to enter the international betting market through a new brand called Viabet. Scheduled to launch on 1 July 2027, the brand will operate in Finland and Denmark via a commercial partnership with Viaplay Finland and Viaplay Denmark.

The launch coincides with a significant regulatory shift in Finland, as the country prepares to open its online gambling market to competition on 1 July 2027, ending Veikkaus’s long-standing monopoly in certain segments such as sports betting and online casinos.

The partnership aims to combine Veikkaus’s gambling technology, user experience, and responsible gambling tools with Viaplay’s sports media assets and Scandinavian market presence. The companies also intend to integrate selected Viaplay content into the betting offering, while Veikkaus will provide sports data and analytics to support Viaplay’s coverage.