Can the Global Leader in Responsible Gambling Teach the UK a Thing or Two?


Ålands Penningautomatförening (Paf), a Finnish government-owned and operated gambling enterprise, has taken steps to establish itself as a pioneer in responsible gaming. Could the rest of the industry, and especially the UK, learn from its model?

Paf is a pioneer in ethical gaming on a worldwide scale, although some will argue it is in an entitled position which allows it to take the measures it has now implemented. Since the corporation is a state-owned entity, it has greater authority and latitude to enact stringent player protection regulations than some of its profit-driven rivals. Most recently, Paf called for an ad ban and higher taxes in Sweden.

Do Paf’s expertise, resources, and ideology provide a glimpse into what the responsible gambling standards of the future may include, even though private enterprise will unavoidably need to develop a different model? Could safer gambling regulations like universal loss caps spread in popularity as demand to adopt stricter safeguards grows around the world?

Paf CEO: Loss Limits are Pivotal

It takes a comprehensive approach, a lot of data, and the correct mindset to do responsible gambling right. Paf’s strategy include customer risk assessment, regular contacts and communication with users, teamwork with specialists, and a futuristic outlook on the restrictions it places on consumer behavior.

Daniela Johansson, chief responsibility officer and deputy CEO of Paf, contends that while each tool has a function, loss restrictions in particular have a profound impact.

All responsible gambling technologies, according to Johansson, have a place in the industry, albeit some are more suited to certain consumers and circumstances than others. The gaming summary and loss limit tools, as well as the Paf Radar, are among the tools that she thinks are the most useful.

Johansson: Responsible Gambling Should Not be an Afterthought

According to Johansson, responsible gambling cannot be compartmentalized from other corporate objectives. Gaming responsibly isn’t something you do sporadically. According to Johansson, in order to be sincere in your responsible gambling efforts, you must genuinely feel that it matters and be prepared to put up some effort.

As a governmental body, Ålands Penningautomatförening gives it more opportunity and authority to enforce stringent player safety standards in comparison to some of its income-inclined rivals. In the meantime, the private sector would need to construct a disparate design. However, the question is, would Paf’s expertise set the precedent of what responsible gambling should be in the near future? Indeed, adopting new strategies that are more draconic might be a much-needed step boost for the UK jurisdiction. No doubt, players who enjoy their no deposit free spins bonuses would need to be a bit more mindful in their gaming habits.

Johansson says that responsible gambling is a proactive approach that constantly identifies at-risk populations. Additionally, Johansson notes that while limitations are a key instrument utilized by Paf, another measure—transparent reporting of patrons’ expenditures—might be more readily adopted globally.

Paf Implements an Annual Stop Loss at €20,000

Johannsson claims that in addition to providing clients with high-quality responsible gaming tools and working preemptively to identify customers at risk combined with precautionary communication, they also firmly believe in accountability and that as a casino operator, they have an ethical duty to take all reasonable steps to ensure they do not profit from the inappropriate customer segments. This is the reason they have a yearly loss cap of €20,000 and reveal their gaming sectors in their annual report every year, she added.

How the Paf Radar is an Effective Responsible Gambling Automation

The yearly report maps all users and evaluates them based on various risk profiles and spending levels. Paf found that it had earned no income from high-risk players during the past two years. The report also highlights a lot of other meaningful and actionable metrics of course.

According to Johansson, who described the technology, Paf’s internal risk segmentation system, known as Paf Radar, was first presented in 2008 and has since undergone continual fine tuning since. In accordance with their gaming habits and the amount of money they have lost in the last 90 days, it divides all players into risk levels, from R1 to R4. The other component of the Radar consists of the precise characteristics, from S1 to S4, that in response to potentially hazardous gambling behavior, initiate preventative messages to be sent to the players.

How Could this Translate to the UK’s iGaming Sector?

The UK should carefully consider existing responsible gambling practices and determine whether there is a smarter way to go about things as safer gambling week begins in the UK. After consulting with specialists, Paf chose a variety of techniques, with particular attention on different types of boundaries.

Although Paf doesn’t conduct business there, the UK is a difficult market to ignore. Regarding the UK market, Johansson stated that she would be in favor of national loss caps. They firmly believe in national restrictions that include all legally operating businesses in a market, she claimed. As long as the regulations are same across the board, this might be accomplished with either a nationwide mandated loss limit or a deposit limit.

Whatever the case, it has never been more crucial to try to absorb lessons from organizations that have worked to make responsible gambling a focus, especially now that safer gambling regulation is on the table in the UK. Paf’s method might not be applicable as is to the UK, but there are certainly some aspects of it that can be readily implemented with guaranteed results.