Paf is strengthening its responsible gaming strategy with a new reduction of its mandatory loss limit. The Nordic operator will lower the annual loss cap from €16,000 to €15,000 for all customers, applying the change across all gaming categories and all Paf-operated sites.
The move is part of a multi-year sequence of gradual reductions that means Paf has now halved the very first loss limit introduced in 2018 (from €30,000 per year).
“We are extremely proud that, through concrete measures and long-term investments in responsible gaming, we have now managed to halve the first loss limit that was introduced in 2018. It clearly shows that we are serious about our ambition to be a sustainable entertainment company”, said Christer Fahlstedt, CEO of Paf.
Long-term target: €8,000 per year
Paf has reiterated its longer-term ambition to reduce the annual loss limit further to €8,000.
“We have been clear about our ambition to take a strong stance on responsibility and to drive development towards a better gaming market. Unlike many other operators, we are prepared to say no to revenue from unsustainable gaming. However, this needs to be done step by step, at a pace that is reasonably sustainable for a company operating in a competitive market”, Fahlstedt added.
Phasing out the “orange” segment and shifting to sustainable revenue
Alongside the new limit, Paf expects its open customer segments to change significantly over time. Revenue will gradually disappear from the orange segment (customers losing between €15,000 and €30,000 per year). Paf has already eliminated revenue from the red segment (annual losses above €30,000).
“Completely removing the orange segment going forward is a deliberate and important decision. It is a concrete way of showing that we do not want revenue that is not sustainable over time, especially when our purpose is to contribute to long-term societal benefit”, said Daniela Johansson, Deputy CEO and Chief Responsibility Officer.
Call for shared limits and action against unlicensed operators
In addition to the mandatory loss limit, customers can always set lower personal limits. Paf underlines that mandatory limits are a final safeguard that cannot be exceeded, while noting that broader effectiveness would increase with common national limits and stronger efforts to stop unlicensed gambling.
About Paf
Founded on Åland in 1966, Paf’s mission is to generate funds for the benefit of society and it was among the early online gaming operators (1999). The group runs an in-house games studio, maintains physical gaming operations on cruise ships, and operates from multiple European offices. In 2024, the Paf Group reported €183.0 million in turnover and €54.3 million in profit.
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