Paf’s Åktoberfest in Helsinki

Paf celebrated its 60th anniversary at the traditional Åktoberfest event in Helsinki. The evening’s programme focused on what a responsible gaming market will look like once Finland’s licensing system comes into force. Paf is joining the Finnish industry association Rahapeliala ry.

For the fourth year running, Paf brought together decision-makers, authorities, sport, media and the gaming industry for the Åktoberfest afterwork seminar at Epicenter, where Paf has its Helsinki office. This year came with a welcome additional reason to gather: Ålands Penningautomatförening, Paf, was founded on 31 October 1966 and is celebrating 60 years.

"Times have changed enormously since I started at Paf, but one thing has stayed the same. Gaming is about entertainment, and about how we keep the fun in playing," says Daniela Johansson, Deputy CEO & Chief Responsibility Officer, in her opening address.

Kimi Räikkönen and the Finnish ski association

The first discussion on stage dealt with how sponsorship and partnerships change as the market opens. Sirpa Korkatti, Chair of the Finnish Ski Association, and Sami Visa, manager for Kimi Räikkönen, shared their perspectives on what a licensed gaming market means for sport and for those who work with it.

"When we chose to work with a gaming company, it was important to us that Paf places great emphasis on responsibility. It also mattered to us that Paf is a domestic gaming company," says Sirpa Korkatti.

Paf will become a main partner to the Finnish Ski Association when the licensing system comes into force in the summer of 2027, and Paf will also enter into a collaboration with Kimi Räikkönen.

"For our part, the genuine openness was important, and of course that Paf is a Finnish company. Paf also has an unusually good ownership structure, and they were a good fit with us on a personal level," says Sami Visa.

Gaming limits and the black market

The evening’s second panel discussion brought together Paula Paloranta, Secretary General of the Council of Ethics in Advertising, Riku Buri, Research Director at the Finnish Competition and Consumer Authority (KKV), and Sverker Skogberg, SVP Public Affairs at Paf. The scope and design of gaming advertising as the market opens was one of the questions that opened the discussion.

"It isn’t possible to write into law exactly what gaming advertising should look like, which is why modest is the word being used. I think a great deal will unfold as individual cases are assessed and scrutinised," says Paula Paloranta.

The evening’s moderator, Ivan Puopolo, asked which measures should be prioritised if the authorities are to take on board some of the proposals put forward by KKV and the Finnish Institute for Health and Welfare (THL).

"If I name just one or two measures, I would say we have to be able to block and stop illegal gaming. Centralised gaming limits covering all gaming companies are equally important," says Riku Buri.

Paf joins Finnish Gaming Association

In connection with the event, Paf announced that the company is joining the Finnish Gaming Association (Rahapeliala ry) representing companies offering online gaming in Finland. The association already has several members, with Veikkaus among those joining in September 2026.

“Paf:s domestic experience as well from other markets shows that it is crucial that the industry is able to communicate common challenges forward to the rest of the society with one strong common voice. In this context we think Paf has a lot to contribute with to the process, and we are convinced that the valuable work of the Finnish Gaming Association will be continued and strengthened towards next year's marketing opening and challenges,” says Sverker Skogberg, SVP Public Affairs at Paf.

"It is great that Paf has decided to join the Finnish Gaming Association as a new member. Paf brings a significant amount of expertise and experience in the gambling industry, further strengthening the industry’s advocacy efforts in Finland. Paf played a significant role in the preparation of the new Gambling Act, and cooperation with the Finnish Gaming Association has already been good in the past. Now, however, we will be able to work even more closely together. I am convinced that we are stronger together,” says Mika Kuismanen, CEO of the Finnish Gaming Association.