Veikkaus and Viaplay partner for first overseas B2C venture

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 rollout, which was announced on Thursday , will occur simultaneously in Finland and Denmark via a commercial partnership with Viaplay Denmark and Viaplay Finland. This initiative marks Veikkaus’s inaugural B2C gaming brand operation outside its domestic borders. Previously, Veikkaus’s overseas involvement was concentrated through its B2B subsidiary, Fennica Gaming, established in 2022, which exports Finnish gaming technology and services to customers across 21 countries.