Finland Prepares for Market Opening: Operator Paf Joins Industry Association

A new era is dawning in Helsinki as the Finnish government paves the way for a modern licensing system. In a significant strategic move, the well-known operator Paf has officially joined the national trade body Rahapeliala ry. The announcement coincided with the company's 60th anniversary celebrations, as Paf was founded as Ålands Penningautomatförening on October 31, 1966. The membership was unveiled during the Åktoberfest seminar in Helsinki, where industry leaders and regulators gathered to discuss the future of the market.

This membership is more than just a formality. It represents a commitment to represent the industry with a unified voice to society. As Finland prepares to dismantle its long-standing monopoly, established players are seeking collective strength. The association already includes major members like the state-owned operator Veikkaus, which joined in September 2026. For Paf, the goal is to contribute its extensive experience from other regulated markets such as Sweden, Estonia, and Spain to ensure the new Finnish framework is robust from the start.

Numbers and facts

The timeline for this transition is already set. The new licensing system in Finland is scheduled to come into force on July 1, 2027. Until then, all legislative hurdles must be cleared. Paf brings a wealth of history to the table, having operated since October 31, 1966. To boost brand awareness, Paf is leveraging celebrity power. The 2007 Formula 1 World Champion, Kimi Räikkönen, serves as a brand ambassador. Furthermore, Paf will become the main partner of the Finnish Ski Association starting in the summer of 2027. These collaborations highlight the drive to capture the mass market once legal barriers fall.

Sverker Skogberg, SVP Public Affairs at Paf, emphasized the importance of this step:

„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.“ - Sverker Skogberg, SVP Public Affairs at Paf

Background

Finland is facing a historical turning point. Traditionally, Veikkaus held the exclusive right to offer gambling services in the country. However, pressure from unlicensed offshore operators and the success of licensing models in neighboring nations led to a policy shift. The new system will allow private operators to apply for licenses, with a heavy focus on responsibility and player protection. Sirpa Korkatti of the Finnish Ski Association noted that Paf's emphasis on responsibility and its domestic roots were key factors in their partnership. Authorities are also calling for caution. Riku Buri from the Finnish Competition and Consumer Authority (KKV) urged for effective measures against illegal gambling and the implementation of centralized betting limits covering all companies.

Why it matters for German players

For German players, the development in Finland illustrates the ongoing harmonization of the European gambling market. While Finland is set to introduce its licensing system in 2027, Germany is already ahead with the Interstate Treaty on Gambling 2021 (GlüStV 2021). Anyone playing from Germany should only use sites listed on the official GGL whitelist. These ensure compliance with strict German rules, including the 1,000 Euro monthly deposit limit monitored via the LUGAS system and the 1 Euro stake limit per spin on virtual slots. The Finnish system is likely to implement similar safeguards, making gambling within the EU generally safer. However, playing with operators lacking a GGL license remains a legal risk for German residents.

What it means for GGL-licensed casinos

The professionalization of the Finnish market increases competitive pressure across Europe. German GGL-licensed casinos can benefit as major players like Paf or Veikkaus set standards for responsible marketing. If Finland introduces advertising rules similar to Germany's, it will become increasingly difficult for unlicensed operators from jurisdictions like Curacao or Malta to reach European customers. German operators should also expect Nordic giants to potentially expand their presence in other regulated EU countries after consolidating their home markets. The exchange within the new Finnish association Rahapeliala ry could serve as a model for German lobbying efforts to improve systems like the OASIS exclusion database or LUGAS connectivity.