Veikkaus plans Viabet launch with Viaplay
Veikkaus plans to introduce its Viabet gambling brand in Finland and Denmark on July 1, 2027, through a commercial partnership with Viaplay. The October 29 announcement marks the Finnish company’s planned entry into consumer gambling outside its home market.
Viabet will be developed, owned, and operated by Veikkaus. The agreement involves Viaplay’s Finnish and Danish businesses, bringing selected media content together with Veikkaus’ gambling technology and operating capabilities.
“This partnership is more than a single commercial agreement. It is a strategic investment in Veikkaus’ future,” said Olli Sarekoski, Veikkaus’ president and CEO.
The agreement extends the companies’ existing cooperation in sports content
Under the arrangement, Veikkaus will incorporate agreed elements of Viaplay’s content into its offering. Its sports data and analytics expertise will also contribute additional information to Viaplay’s sports coverage.
The companies already cooperate in Finnish sports production. Viaplay Finland CEO Mikael Svensson said the new commercial agreement would expand that relationship, while Viaplay Denmark CEO Lars Bo Jeppesen identified July 1, 2027, as the intended launch date.
Veikkaus’ international business has previously centered on Fennica Gaming, its B2B subsidiary established in 2022. According to the official announcement, that business supplies customers in 21 countries.
