Paf has announced its intention to purchase Bell Casino AB, a family-owned business in Sweden, in a strategic move to enhance its gaming operations on European ferry routes. This acquisition will officially integrate Bell into the Paf Group by June 1, 2026.
The deal is set to significantly expand Paf's presence from 26 vessels to around 80, with the combined operations featuring approximately 1,500 gaming machines and 450 arcade games across various routes linking Sweden, Germany, Poland, the Baltic states, the UK, Ireland, and the Netherlands.
Founded in 1973 by Morgan Eliasson, Bell Casino currently offers gaming entertainment on about 50 vessels. Paf's existing operations are primarily focused on the Baltic and North Sea regions.
While the financial specifics of the acquisition remain undisclosed, Paf's CEO, Christer Fahlstedt, emphasized the transaction's importance for the company's Land & Ship division, highlighting its potential to foster long-term growth.
“We are thrilled to finalize this deal. This acquisition is crucial for our Land & Ship operations, providing us with the foundation needed for sustained development,” stated Fahlstedt.
Bell Casino will maintain its brand identity, operational model, and customer relationships post-acquisition. The company will retain its 28 employees, with Morgan Eliasson continuing as Senior Adviser and his son, Marcus Eliasson, remaining as CEO.
This acquisition marks a strategic expansion for Paf, allowing it to penetrate new routes and markets across Europe, thereby diversifying its operations beyond the Baltic and North Sea. Paf views this move as a long-term investment in its Land & Ship sector, distinct from its online gaming initiatives.
Lasse Danielsson, Chief Operating Officer of Land & Ship, noted that the merger would enhance Paf's capacity for investment in modernization and technology. He also pointed out that Bell's operations align geographically and commercially with Paf, paving the way for operational efficiencies.
Reflecting on the transition, Eliasson expressed a personal connection to the company he helped establish, stating, “There is a nostalgic feeling in passing on a business I’ve built from the ground up. However, I am confident about Bell's future as part of the Paf Group, which has a solid long-term vision.”
Earlier this year, Paf also made headlines by reducing its annual player loss limit to €15,000, down from €16,000 last year, and half of the €30,000 limit set in 2018. The company is committed to eliminating revenue from high-intensity players, defined as those losing between €15,000 and €30,000 annually through Paf.