Industry

Finland’s Veikkaus launches Viabet – but not in Sweden

By Oskar Nyström · Published 30 October 2026

Finland’s state-owned gambling operator Veikkaus is launching a brand new consumer brand together with streaming service Viaplay. The new brand is called Viabet and goes live on 1 July 2027, first in Finland and Denmark.

What’s new

According to statements from both companies, Viabet marks Veikkaus’ first push into consumer gambling outside its home market. Finland’s state-owned gambling operator, Veikkaus, is set to launch a new consumer brand, Viabet, expanding its operations beyond the Finnish market for the first time. The launch comes through a partnership where Veikkaus’ gaming technology, customer experience and responsible gaming are combined with Viaplay’s sports content and market presence across Scandinavia.

Veikkaus CEO Olli Sarekoski has described the move as a significant strategic step for the company’s international growth ambitions. The backdrop is that Finland is currently deregulating its gambling market. As Finnish broadcaster Yle reports, next year the law changes and Finland moves to a licensing system that ends Veikkaus’ gambling monopoly, making the company one player among many in an open market.

The Viaplay partnership effectively lets Veikkaus test the open consumer market before its home monopoly disappears entirely. Denmark already runs a licensing system, making it a natural first market abroad for Viabet.

What it means for you as a player

Viabet is launching in Finland and Denmark, not in Sweden. Swedish outlet Dartkanalen reports that Veikkaus has so far only presented Denmark and Finland as the first markets for Viabet, even though Sweden has not yet been mentioned as a concrete option.

That means Viabet currently holds no Swedish gambling licence and therefore isn’t covered by Spelpaus. If you want to play safely and legally, always choose a casino with a Swedish licence, regardless of how well-known the brands behind a new service are. If gambling ever starts to feel like it’s taking over, you can exclude yourself via Spelpaus.se, and support is always available through Stödlinjen.se.

The bigger picture

Viaplay actually has deep Swedish roots. The service originally launched as Viasat OnDemand in Sweden back in 2007, before being rebranded Viaplay. Viaplay Group operates the subscription video on demand streaming service Viaplay, which launched as Viasat OnDemand in Sweden 2007, in 2011 it was rebranded Viaplay. A company with that history teaming up with Veikkaus to build a new betting brand is therefore worth watching for Swedish readers too, even if the product itself isn’t aimed here yet.

For Veikkaus, the move is about gaining experience in a competitive market before its Finnish monopoly ends. If Viabet succeeds in Denmark and Finland, further Nordic markets aren’t unthinkable down the line. But as long as Viabet lacks a Swedish licence, it isn’t an option for anyone wanting to play legally in Sweden.