Veikkaus to launch Viabet brand in Finland and Denmark in 2027
Finland's state-owned operator Veikkaus will launch new consumer brand Viabet in Finland and Denmark on 1 July 2027 via Viaplay partnership.
Finland’s state-owned gambling operator Veikkaus is launching a new consumer brand called Viabet, expanding its operations beyond the Finnish market for the first time.
Launch details
Viabet is scheduled to launch on 1 July 2027 in both Finland and Denmark. The rollout will occur simultaneously in both markets via a commercial partnership with Viaplay Denmark and Viaplay Finland.
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.
Existing international operations
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.
Finnish market opening
As of 26 October, 79 gambling licence applications had been submitted to Finland’s National Police Board, with 12 licences granted and none rejected, the National Police Board told iGB. Veikkaus submitted a gambling licence application but were not listed among the 12 companies that received licences as of 26 October.
Veikkaus will retain monopoly over lottery, scratchcards and land-based gaming machines in Finland when the market opens.
Sources
- iGaming Business · Industry media · primary source ·
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