Finland's monopoly gambling operator Veikkaus has signed a new partnership with Viaplay to launch a joint venture operation in the Finnish and Danish markets next year.
Indeed, the pair will co-operate new online betting brand, Viabet, which is set to go live on 1 July 2027 – a date which coincides with the de-monopolisation and re-opening of Finland's online gambling market.
Veikkaus will look to combine its own expertise with Viaplay's gaming, technology and customer experience for Viabet, which will focus primarily on sports betting. The Finnish state-owned operator has amassed international experience since launching its Fennica Gaming brand to operate overseas in 2022 – now operational in 21 countries.
This latest update solidifies Veikkaus' intent to compete within the privatised online Finnish gaming market following its opening in June, alongside retaining its monopoly over lottery and retail in the nation – an outcome which has been subject to some controversy within the industry of late.
Speaking on this latest development, Veikkaus President and CEO Olli Sarekoski said: "Viabet is a significant strategic step for Veikkaus and a concrete demonstration of how we are advancing our international growth ambitions. Through this partnership, we can build a differentiated offering, improve our competitiveness in the open market, and create a stronger foundation for scalable international consumer business based on Finnish expertise."
Echoing this sentiment was Viaplay CEO, Lars Bo Jeppesen, who stated: "From our very first meeting, it has been clear that Veikkaus has bold ambitions and the expertise to succeed in the Danish market, with responsibility at the heart of its plans.
"We are delighted that Veikkaus sees Viaplay as the right partner to support those ambitions, recognising our strong portfolio of live sports and the programming around it, as well as our commercial approach to partnerships. Veikkaus’ launch of Viabet in Finland and Denmark brings this partnership to life, and we look forward to making it a success from 1 July 2027."
Recent reports have highlighted that numerous operators have secured licences in Finland ahead of the online market launch, most recently Hippos ATG last week. Elsewhere, however, authorities have called for tighter restrictions ahead of the launch in 2027.
Recently, Veikkaus faced criticism for its AI-powered player targeting techniques
