Sustainable business growth can only come from happy players. That is why responsible gaming is at the heart of everything we do.

Paf is an award-winning industry leader in responsible gaming. We are constantly evolving and innovating in this field. Not only is this socially responsible behaviour, but it also makes long term business sense. This is how we achieve sustainable growth that reflects our values.

We bring our responsible gaming mindset to every level of our business. All of our employees are empowered to put responsible gaming first. Essentially we believe that each player chooses how to play responsibly themselves. Our role is to build an environment in which the best choices are easier to make.

To contribute to the local Åland development and the sustainability agenda´s strategic goals, as well as to the UN´s global sustainability goals, we have identified our sustainability work. With our work towards responsible gaming we have identified two goals within the Åland deveopment and sustainability agenda, and one goal within the UN´s global sustainability goals.

The Åland Sustainability Agenda

Goal 1: Prosperous people with increasing inner resources.

Goal 2: Everyone feels trust and has real opportunities to participate in society.

UN’s Global Development Goals

These are some of the ways we keep responsible gaming at the heart of our business.

  • A Yearly Loss Limit of €20,000
  • Paf's Risk Segmentation (Responsible Gaming Radar) that triggers preventive and responsible communication to players.
  • High quality Responsible Gaming tools for the players
  • Dialogue with players (a multi-level communication plan)
  • Responsible Gaming competence development for specialists
  • Responsible Gaming training for all our employees
  • Supportive insurance for players with gambling addiction

Paf's mandatory loss limit

In 2018 Paf became the first international gaming company in the world to introduce a mandatory maximum limit for the amount customers can lose in a year. When the loss limit was introduced, it was set at 30 000 euros, but since then Paf has lowered it further to 20 000 euros (200 000 SEK).

– We see that our maximum limit effectively stops big players and prevents the personal tragedies that can occur when huge amounts are lost, says Paf’s CEO Christer Fahlstedt.


Paf wants to help their customers to gamble responsibly, and the introduction of a loss limit shows that it is possible to survive as a gaming company without revenue from those very big players. Paf’s loss limit includes all gaming categories for all our registered players.

Paf’s yearly loss limit is a measure that the gaming industry has taken notice of and it has been praised widely. Among other things, Paf was named the Most Sustainable Gaming Company in the Swedish market.

Our responsible gaming tools

We have developed a wide range of tools to help our players play responsibly. We frequently remind our players that these tools are available to them.

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Deposit Limit

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Loss Limit

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Gaming Freeze

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Gaming Reminder

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Gaming Summary

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Time Tracker

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Time Limit

Self Exclusion

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Self Test PSGI

We believe in openness

In 2018 we began to openly report Paf’s costumers’ winnings and losses. No other gaming company has had the courage to present an equally detailed report. which makes Paf unique in the gaming industry. We believe in openness and highlight these numbers to be able to change the future gaming industry.

Thanks to the introduction of Paf’s yearly loss limit, we managed to significantly reduce our revenue from the red segment in 2020. However, our revenues from the green segment increased, which means that more players are playing for smaller amounts. 

“We believe in openness and that openness lends strong credibility to the discussion about responsible gaming. We are proud and happy that our development is going in the right direction”

Paf’s CEO Christer Fahlstedt

Paf Radar

The Paf Radar is an in-house developed responsible gaming system that we developed many years ago in order to detect potential risky gambling behavior among our players.

The Paf Radar segments all players in risk levels (R1-R4) depending om their gaming behavior and how much money they have lost in the last 90 days. This is being updated every day, so a player can change risk segments on a daily basis depending on the player’s gaming intensity. The other part of the Radar is the specific parameters (S1-S4) that trigger preventive communication to players based on a potentially problematic gambling behavior.

The risk segments are also combined with a specific communication plan depending on which risk segment the player is in. The higher risk segment the player is in, the more often the player will receive preventive responsible gaming communication, and the more specific and direct the communication will be. The aim with this is to protect our players from excessive gambling and help them reduce their gambling through continuous responsible communication. 

The risk segmentation is in sync with our marketing blocks, which means we don’t send any marketing to the players in segment 2-4. Players that have lost more than €2000 in the last 90 days will therefore not receive any marketing or offers from us.

Paf's customers are insured

Our supportive insurance is developed to prevent problem gaming by helping Paf’s affected customers to get the professional counseling they need. The insurance covers counseling up to 2300 euros with a licensed therapist. The insurance also allows a relative to participate in the therapy.

The insurance covers all players over 18 years of age residing in Finland, Sweden and Estonia. All beneficiaries are required to have registered an account at at least 12 months ago and to have played for at least 120 euros during the last 12 months.

Taking the lead on responsible gaming

Leading the industry

Already in 2013 Paf started the conference Paf Responsible Gaming Summit, where gaming operators, partners, academics and decision makers were invited to our home island of Åland to share knowledge and work proactively with different parts of responsible gaming. The aim, which was to change the way we discuss responsible gaming within the gaming industry, has now been reached, but ongoing discussions are still taking place in every field.

Investing in new research

In September 2015 Paf embarked on a 4-year research project with the Department of Psychology at Stockholm University. This research centres on money gaming with a focus on setting limits, playing behaviour, attitudes to gaming tools and prediction. Real data from online gaming at is used for the analysis. The research is divided into three studies:

  • The preventive effect of players setting a voluntary monthly deposit limit at registration. A research article about the study was published in Frontiers in Psychology.
  • Players’ attitudes towards responsible gaming tools and communication
  • Finding patterns that lead to self exclusion and making predictions from them

Insights from this work will helps us fine tune our responsible gaming tools, which helps our players make better informed decisions. The research done at Stockholm University can be found here.

Responsible gaming at Paf

Paf’s results, open customer segments and lowered loss limit

Paf’s results, open customer segments and lowered loss limit

2020 was an extreme year in so many ways. Large sections of Paf's operations were shut down during some periods of the year or they operated with severe restrictions. Paf implemented a lower loss limit at the beginning of the year that also affected the result. Despite the financially strained situation, Paf chose to lower its loss limit even further…

Paf believes €8,000 per year is the benchmark for loss limits in Europe

Paf believes €8,000 per year is the benchmark for loss limits in Europe

CEO Christer Fahlstedt talks openly about refusing to take "blood money" revenue from at-risk players despite it doing obvious damage to the company's bottom line. “We think you’re unlikely to be allowed to lose more than €8,000 per year. That’s what we see as the benchmark,” he says. One of Paf’s key pillars is responsible gaming. It is something its…

Paf lowers its loss limit even further

Paf lowers its loss limit even further

Paf is lowering its annual loss limit by another 5,000 euros. The lowering of the loss limit strengthens Paf's commitment to responsible gaming and secures Paf's position among the most responsible gaming companies. The Red Cross is supporting Paf's decision to lower its loss limit. When Paf first introduced the loss limit in 2018, it was set at 30,000 euros…

Paf named Sweden’s most sustainable gaming company

Paf named Sweden’s most sustainable gaming company

Paf has been named Sweden's most responsible gaming company. Paf won the prize in the Sustainability category at the Swedish Gambling Awards. Paf Deputy CEO Daniela Johansson was also the winner in the Leadership category. From 40 submissions 11 finalists were selected in three award categories at the Swedish Gambling Awards. Paf won the award in the Sustainability category and…