Veikkaus Aims to Launch Viabet in Denmark in 2027

Finnish state-backed gambling operator Veikkaus plans to launch its new Viabet brand in Denmark and Finland on 1 July 2027. This will be the company's first step into the international online betting market.

The launch is based on a commercial partnership with Viaplay's sports and entertainment OTT platform in Finland. Viaplay will provide sports content and market knowledge, while Veikkaus will supply technology and operational infrastructure through its B2B unit Fennica Gaming. Viabet will be developed and operated by Veikkaus International. Veikkaus CEO Olli Sarekoski said the brand will help it offer a distinctive product in the competitive European market.

On the Danish side, new regulations restricting betting advertising are on the agenda. Under legal changes approved in October 2026, betting advertising will be banned during live sports broadcasts from ten minutes before the broadcast until ten minutes after it ends. Advertising restrictions on public transport and near schools, a ban on using people under 25 in betting marketing, and holding commercial partners and influencers responsible for violations are also planned. These rules are expected to take effect on 1 July 2027, subject to approval by Parliament.

Viaplay Denmark CEO Lars Bo Jeppesen said the operator has the capacity to compete in Denmark. Jeppesen also stressed that responsible gambling is at the centre of the partnership. For a brand built on a sports media partnership, these advertising rules will be a key consideration in the Danish marketing strategy.

The same date also marks a major change for Finland. Finland will open betting, online casino, online slots and online bingo to licensed competition. For Veikkaus, this means competing in an open market beyond the state monopoly.