Veikkaus Puts Its First Consumer Brand Outside Finland Behind Viaplay’s Sport

Viaplay will provide media content, while the platform is Veikkaus’ own.

The First Consumer Market Outside Finland

Veikkaus’ subsidiary Fennica Gaming, which has been operating internationally since 2022, offers Finnish gambling know-how, technology and digital game solutions to business customers in 21 countries. This will be Veikkaus’ first venture beyond the home market in consumer gambling, and Finland’s own market is opening to competition at the same time.

Executive director of Veikkaus’ international business Jonas Reuter ties the move to the end of the home monopoly: "Suomen rahapelimarkkinan avautuminen kilpailulle luo Veikkaukselle merkittävän kasvumahdollisuuden" — the opening of the Finnish gambling market to competition creates a significant growth opportunity for Veikkaus. CEO Olli Sarekoski sees this partnership as "strategisesta investoinnista Veikkauksen tulevaisuuteen", a strategic investment in Veikkaus’ future rather than a one-off commercial project.

Viaplay Brings the Sport, Veikkaus Brings the Gaming

Viabet will use an agreed amount of Viaplay’s media content, together with Veikkaus’ competences in gambling, technology, customer experience and player protection. Veikkaus’ sports data and analytics will also be used to give Viaplay viewers more insight into the matches and competitions they follow.

Viaplay Denmark’s chief executive Lars Bo Jeppesen says the launch in Finland and Denmark is what makes the partnership concrete, and that his side expects to start building its success from July 2027. Viaplay Finland’s chief executive Mikael Svensson added that there is already co-operation between the two companies on sports productions in Finland.

The Release Names a Date, Not a Danish Licence

Nothing in the announcement says that a Danish operator licence has been applied for or granted. The Danish Gambling Authority’s list of licensed gambling operators was last updated on 20 August 2026, two months before the brand was announced. Fennica Gaming Ltd does appear on the authority’s separate list of licensed game suppliers, at an address in Helsinki.

That is the gap between an announcement and a market entry: a B2B supplier permission in Denmark is not a consumer licence, and the only firm date on the record is the one Veikkaus set itself.