Veikkaus and Viaplay partner for first overseas B2C venture

Finland’s state-owned gambling operator, Veikkaus, is set to launch a new consumer brand, Viabet, expanding its operations beyond the Finnish market for the first time. The rollout, which was announced on Thursday, will occur simultaneously in Finland and Denmark via a commercial partnership with Viaplay Denmark and Viaplay Finland. This initiative marks Veikkaus’s inaugural B2C gaming brand operation outside its domestic borders. Previously, Veikkaus’s overseas involvement was concentrated through its B2B subsidiary, Fennica Gaming, established in 2022, which exports Finnish gaming technology and services to customers across 21 countries. Viabet is scheduled to launch on 1 July 2027 in both Finland and Denmark. Veikkaus to develop ‘differentiated offering’ Olli Sarekoski, president and CEO of Veikkaus, described the launch of Viabet as “a significant strategic step” indicating the company’s commitment to international expansion. According to Sarekoski, the partnership with Viaplay will enable Veikkaus to develop a “differentiated offering,” enhance competitiveness in open markets, and establish a foundation for scalable international consumer business leveraging Finnish expertise. The collaboration combines Veikkaus’s gaming technology, customer experience, and responsible gaming with Viaplay’s sports content and market presence across Scandinavia. Veikkaus plans to integrate selected Viaplay media content and utilise its sports data and analytics to enrich Viaplay’s sports coverage. ‘Right partner’ Viaplay executives also expressed strong support for the partnership. Lars Bo Jeppesen, CEO of Viaplay Denmark, noted Veikkaus’s bold ambitions and expertise as well-suited for the Danish market, emphasising responsible gaming at the core of its plans. “We are delighted that Veikkaus sees Viaplay as the right partner to support those ambitions, recognizing our strong portfolio of live sports and the programming around it, as well as our commercial approach to partnerships”. Mikael Svensson, CEO of Viaplay Finland, highlighted the ongoing successful partnership in Finnish sports production and the potential to expand this relationship into a commercial agreement through Viabet. “We are proud to support Veikkaus’ ambitions for Viabet with our strong sports portfolio, production expertise and knowledge of the Finnish market.” Finland liberalises The launch of Viabet occurs amid increasing market liberalisation. Historically a domestic, state-controlled monopoly, Veikkaus’s move into branded consumer products abroad represents a pivot. Jonas Reuter, EVP of international business at Veikkaus, linked this shift to recent liberalisation in the Finnish money gaming market, which he described as providing “a significant growth opportunity.” He added that Viabet serves to translate Veikkaus’s recognised expertise into a scalable consumer offering in selected international markets. Finland’s market liberalisation made strides last week as the National Police Board confirmed to iGB that twelve companies had received their licenses. The National Police Board told iGB that as of 26 October, 79 gambling licence applications had been submitted. Some 12 licences have been granted so far, while none have been rejected. Veikkaus themselves were not listed by the regulator but have submitted an application. They will retain monopoly over lottery, scratchcards and land-based gaming machines in the country when the market opens Kathryn EvansKathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.