Paf takes positions for the opening of the Finnish market: he joins the employers' association and signs skiing and Kimi Räikkönen

Paf, the gambling operator from the Åland Islands (Finland), has joined the Finnish Gambling Association (Rahapeliala ry), which brings together companies that offer online gambling in the country. It announced this during its annual Åktoberfest meeting in Helsinki, which this year coincided with its 60th anniversary. The association already has several members, including the public operator Veikkaus, which joined in September 2026.

"Paf's experience in its domestic market and in other markets shows that it is critical for the industry to be able to convey its common challenges to the rest of society with a single strong voice," said Sverker Skogberg, Senior Vice President of Public Affairs at Paf. He added that the company is convinced that the association's work "will continue and be strengthened" ahead of next year's market opening.

Mika Kuismanen, CEO of Rahapeliala ry, recalled that Paf "played an important role in the preparation of the new Gambling Act". "He brings a wealth of experience in the gambling industry, which reinforces the work of representing the sector in Finland. I am convinced that together we are stronger," he said.

Paf will also be the main sponsor of the Finnish Ski Federation when the licensing system comes into force, scheduled for summer 2027, and will start a collaboration with former Formula 1 driver Kimi Räikkönen. "When we decided to work with a gaming company, it was important to us that Paf attached great importance to responsibility. It was also important to us that it was a national gaming company," explained Sirpa Korkatti, president of the federation. Sami Visa, Räikkönen's manager, highlighted the company's "sincere openness", its status as a Finnish company and "an unusually good ownership structure".

The meeting, which Paf is hosting for the fourth consecutive year in its Helsinki office, brought together policymakers, authorities, sport, media and the gaming sector to discuss what a responsible gambling market will look like with the new licensing system. One of the discussions focused on gambling advertising. "It is not possible to write in the law exactly what gambling advertising should look like, which is why the word moderate is used. I think many things will become clearer as specific cases are evaluated and examined," said Paula Paloranta, secretary general of the Advertising Ethics Council.

Riku Buri, director of research at the Finnish Competition and Consumer Authority, pointed out what the priority measures would be: "If I had to name one or two, I would say that you have to be able to block and stop illegal gambling. Just as important are centralised gambling limits for all gambling companies."

Paf (Ålands Penningautomatförening) was founded on October 31, 1966. "Times have changed tremendously since I started at Paf, but one thing remains the same: play is entertainment, and it's about keeping the fun when playing," Daniela Johansson, Deputy CEO and Chief Responsibility Officer of the company, said at the opening.