Paf Joins Finnish Gaming Association Ahead of Market Launch
Paf has joined Finland’s gaming industry association as operators prepare for the country’s regulated online gambling market to open on 1 July 2027.
Nordic gaming company Paf has joined the Finnish Gaming Association, Rahapeliala ry, ahead of the introduction of Finland’s new licensing system next year.
The membership was announced at Paf’s annual Åktoberfest seminar in Helsinki, which brought together representatives from regulatory authorities, sports, media and the gaming industry to discuss the practical implications of the market transition.
The association already includes several industry members, with Veikkaus among the organisations that joined in September 2026.
“Paf’s experience, both domestically and from other markets, shows that it is crucial for the industry to be able to communicate common challenges to the rest of society with one strong, common voice,” said Sverker Skogberg, senior vice-president of public affairs at Paf.
“We believe Paf has a lot to contribute to that process, and we are convinced that the valuable work of the Finnish Gaming Association will continue and strengthen as we approach next year’s market opening.”
Sponsorship and Sports Partnerships
The seminar opened with a panel examining how sponsorships and commercial partnerships could change when Finland’s new licensing system takes effect.
Sirpa Korkatti, chair of the Finnish Ski Association, and Sami Visa, manager for Formula 1 world champion Kimi Räikkönen, shared their perspectives from the sports sector.
Both already have partnerships with Paf. The company is set to become a main partner of the Finnish Ski Association when the new licensing system takes effect in July 2027, while it also collaborates with Räikkönen.
“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,” Korkatti said.
Advertising Rules and Illegal Gambling
A second panel focused on advertising regulations and measures to tackle the unlicensed gambling market.
Research director Riku Buri of the Finnish Competition and Consumer Authority (KKV) was asked which measures should be prioritised if authorities adopt proposals from the 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,” Buri said.
The event also marked Paf’s 60th anniversary. The company, formally known as Ålands Penningautomatförening, was founded on 31 October 1966.
