Veikkaus partners with Viaplay for international Viabet launch

Finnish state gambling group Veikkaus OY has confirmed its first entry into international iGaming markets, setting out plans to launch a new consumer-facing gambling brand named Viabet in both Denmark and Finland on 1 July 2027. The project marks an unprecedented cross-border step for the Helsinki-based state operator, which has historically focused exclusively on its domestic monopoly duties.

The Viabet brand will be fully developed, owned, and run by Veikkaus International, an operating unit established to pursue global opportunities. To bolster the international venture, Veikkaus has established a commercial partnership alongside Viaplay’s Finnish sports and entertainment over-the-top streaming platform. Under the terms set out in the collaborative arrangement, Veikkaus will supply sports data and specialised analytics to assist Viaplay in enhancing its broadcast coverage. Veikkaus is overseen by Chief Executive Officer Olli Sarekoski, while Lars Bo Jeppesen serves as Chief Executive Officer of Viaplay Denmark. Alongside its direct-to-consumer activities, Veikkaus operates within the sector through Fennica Gaming, its dedicated B2B division.

Finnish licensing transition

The scheduled arrival of Viabet on 1 July 2027 synchronises with the complete restructuring of Finland's domestic gambling regulatory landscape. On that exact date, the Finnish government will officially dismantle parts of the monopoly framework, opening sports betting, online casino gaming, online slots, and digital bingo to competition from commercially licensed operators. Preparations for this market shift have been underway since 1 March 2026, when the National Police Board began receiving licence applications from gambling companies seeking entry into the jurisdiction.

While online gambling services will be opened to private market competitors, Veikkaus will continue to hold an exclusive state monopoly over several primary gambling segments. These protected activities comprise land-based casino table games, physical slot machines, lottery products, and scratch cards. The creation of a hybrid model has nonetheless sparked political debate within the Finnish parliament. Both the Centre Party and the Social Democrats have questioned the wisdom of Veikkaus's dual structure, raising concerns about whether a state-owned enterprise should maintain commercial gambling operations in an open, competitive market.

Danish marketing curbs

In Denmark, the introduction of Viabet will take place against a backdrop of tightening controls surrounding sports marketing and commercial promotion. Legislation approved by the Storting in October 2026 established a direct ban on gambling advertisements during live sporting events across both television and internet streaming services. Under this legislative ban, promotional messages are prohibited starting 10 minutes prior to the commencement of a live sporting contest and lasting until 10 minutes following its formal conclusion.

Additional statutory marketing restrictions have also been tabled in Denmark, with an implementation target date of 1 July 2027, subject to final parliamentary approval. These proposed rules introduce advertising prohibitions on public transport networks as well as in areas situated close to schools. Furthermore, marketing campaigns will be banned from featuring any individuals under 25 years of age. Under the new proposals, legal accountability for regulatory breaches will also be significantly extended, holding commercial partners and social media influencers liable alongside gambling operators.