Finland's state-owned gambling firm Veikkaus has announced that it is expanding its business into Denmark with a new betting brand called Viabet.
Veikkaus said in a press release that it has signed an agreement with streaming service Viaplay.
It said Viabet will be "developed, owned and operated by Veikkaus, in Finland and Denmark from 1 July 2027".
"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," Veikkaus' President and CEO Olli Sarekoski said in the release.
The move hinges on a major change in Finland's gambling market, which will open up to licensed competitors in July 2027.
According to Veikkaus, Viabet will combine elements of Viaplay's selected media content with its own expertise in gaming, technology, customer experience and responsible play.
