Nordic gaming operator Paf has become a member of the Finnish Gaming Association, Rahapeliala ry, as Finland prepares to introduce a new licensing system for its gambling market in 2025. The announcement was made during Paf’s annual Åktoberfest seminar in Helsinki, where stakeholders from regulatory bodies, sports, media, and the gaming sector gathered to discuss the upcoming market transition.
Industry Collaboration in a Changing Market
Paf’s entry into the association is positioned as a move to strengthen industry dialogue and cooperation as Finland shifts away from its current monopoly system. The association already includes major industry players, such as Veikkaus, which joined in September 2023. Paf’s leadership emphasised the importance of presenting a unified industry voice to address shared challenges and contribute to the evolving regulatory environment.
Focus on Sponsorship and Partnerships
The seminar featured a panel discussion on the future of sponsorships and commercial partnerships under the new licensing regime. Representatives from the Finnish Ski Association and the management of Formula 1 world champion Kimi Räikkönen shared their perspectives. Both organisations have existing relationships with Paf, with the company set to become a main partner of the Finnish Ski Association when the new system is implemented in July 2027. The panel highlighted that responsibility and local presence were important factors in choosing Paf as a partner.
Regulatory Priorities: Advertising and Illegal Gambling
Another panel addressed the regulatory landscape, particularly advertising rules and efforts to combat unlicensed gambling. Riku Buri of the Finnish Competition and Consumer Authority (KKV) identified the need to block illegal gambling and implement centralised gaming limits as key priorities if authorities move forward with proposals from the KKV and the Finnish Institute for Health and Welfare (THL).
Why This Matters for the Industry
Paf’s membership in the Finnish Gaming Association comes at a pivotal time for operators, affiliates, and suppliers preparing for the transition to a licensed market. Industry collaboration will be crucial for navigating new regulations, adapting to changes in sponsorship and advertising rules, and ensuring responsible gaming standards. The association provides a platform for stakeholders to collectively address regulatory challenges and advocate for effective market policies.
Key takeaways
- Paf has joined the Finnish Gaming Association as Finland prepares for a new licensing system.
- The move aims to strengthen industry cooperation ahead of regulatory changes in 2025.
- Panels at Paf’s seminar focused on sponsorship, advertising, and tackling illegal gambling.
- Industry collaboration is expected to play a central role in the transition to an open market.