Finland's Veikkaus to Launch Viabet Brand in Denmark by July 2027

The Scandinavian gambling sector is facing a monumental shift as Veikkaus OY prepares for its first major international appearance. Starting July 1, 2027, the new brand Viabet will launch in both Denmark and its home market of Finland. This marks the end of an era where the state-owned company focused almost exclusively on its national monopoly. The expansion is a strategic collaboration with Viaplay Group, utilizing their Finnish sports and entertainment OTT platform as a primary growth driver.

This timing is carefully chosen, as 2027 represents a turning point for Finland. The country is opening its online betting, casino, slots, and bingo sectors to licensed competition. Veikkaus must transform itself to avoid being overwhelmed by private operators. By establishing Veikkaus International and utilizing the technological foundation of Fennica Gaming, the group aims to demonstrate that state-rooted expertise can thrive in a free market. The focus lies on deep integration of sports data, analytics, and a modern customer experience.

Numbers and facts

The launch date of July 1, 2027, aligns with significant legislative changes in Denmark. In October 2026, the Storting approved tighter gambling advertising restrictions. In the future, gambling advertisements will be banned during live sports broadcasts, specifically from ten minutes before the event until ten minutes after its conclusion. Furthermore, individuals under the age of 25 can no longer be used for marketing purposes. For a brand like Viabet, which is heavily built on its connection to a sports broadcaster, these rules represent a major hurdle.

In Finland, the licensing process has already begun as of March 1, 2026. The National Police Board has been accepting applications since then. While Veikkaus will retain its monopoly over lotteries, scratch cards, and physical slot machines, the rest of the online business will transition into a dual structure. CEO Olli Sarekoski emphasized the importance of this transformation for the company's future.

"Viabet is a significant strategic step for Veikkaus and a concrete demonstration of how we are advancing our international growth goals. The partnership will help us build a distinctive offering, improve our competitiveness in the open market and create a stronger foundation for a scalable international consumer business based on Finnish expertise." - Olli Sarekoski, CEO of Veikkaus

Background

The expansion into Denmark has been welcomed by Lars Bo Jeppesen, CEO of Viaplay Denmark. He noted that Veikkaus possesses both the ambition and the expertise required to succeed in the Danish market. A central pillar of the partnership is a strong focus on responsible gambling. However, the project is not without political controversy. In Finland, the Social Democrats and the Centre Party have questioned whether the state should continue to own a gambling business that competes directly with private firms. Government officials stated that any potential privatization would depend on future market conditions and the demonstrated competitiveness of the Veikkaus group.

Why it matters for German players

For German players, the entry of Viabet into the Danish and Finnish markets has no immediate impact on their local gaming options. However, the development is highly relevant as it shows how state-owned entities respond to the pressure of market liberalization. In Germany, the Interstate Treaty on Gambling 2021 (GlüStV 2021) is the definitive regulation. Anyone wishing to play safely in Germany must stick to the whitelist of the Gemeinsame Glücksspielbehörde der Länder (GGL). This list ensures that providers adhere to strict player protection rules, such as the cross-provider deposit limit of 1,000 euros per month and the one-euro stake limit per spin on online slots. All player data is cross-referenced in the LUGAS system to ensure a secure environment. Should a brand like Viabet ever expand to Germany, it would have to meet these exact criteria.

What it means for GGL-licensed casinos

Established operators in the German market who already hold a GGL license are closely watching these international movements. The trend is toward consolidation and strong media partnerships, as seen with Veikkaus and Viaplay. This could become a model in Germany, where advertising bans and strict regulations dominate the landscape. GGL-licensed casinos are distinguished by the fact that they fulfill tax obligations in Germany and respect the OASIS exclusion database. Unlike providers from Malta (MGA) or Curacao, they offer German customers real legal protection and a controlled gaming environment. Competition from state-backed giants like Veikkaus on the European stage could eventually increase the pressure on German licensees to further optimize their own digital offerings and technological interfaces.