Johanna Backholm appointed Deputy CEO at Paf

Paf’s HR director, Johanna Backholm, 36 years old, is appointed Deputy CEO at Paf. Paf’s board took the decision on Friday 15 March.

Since Thomas Lundberg left Paf a year ago, the gaming company has not had a deputy CEO, but from 1 April CEO Anders Ingves has a replacement if he should for some reason be away from work.

Anders Ingves is very happy with the choice of Johanna Backholm and sees great potential in her.

-       Johanna is adept at seeing the big picture and collaborates well with staff.

When Paf last had a deputy CEO, it was the director of who held the post, but it is no accident that the director of HR is now being promoted to such an influential position.

-       Paf’s philosophy is that the company can only grow if the people grow, and Johanna has the ability to help our colleagues to grow.

-       The appointment of Johanna shows not only that she is an extremely competent person, but also highlights the central role of HR issues in business development.

Johanna Backholm didn’t hesitate when she was offered the deputy CEO position.

-       I think you should take the chances you get. I am, of course, delighted that my skills are appreciated and that staff are given such high priority.

Johanna has worked at Paf since 2002 and has been part of Paf’s Group Management for the last three and a half years.

-       The new assignment means that I will be more involved in parts of the business not directly related to personnel issues. I think it will be very exciting and I feel confident that I have able colleagues who will step up to fill any possible gap left in the HR department, says Backholm.

For more information contact:

Johanna Backholm, HR Director
+358(0)400 232 907

Anders Ingves, CEO
+358(0)40 717 8441

Anders Sims, Head of Press and PR
+358(0)457-342 8228

Paf was founded in 1966 with the clear purpose of creating profit to support good causes. This purpose is still our principle reason for being. Today is an international full-service online gaming site with over 150 games.  We also maintain a large physical gaming operation on land and sea with about 1 300 gaming machines, 40 gaming tables on ships and Paf Casino on Åland. We offer safe and socially responsible money games to give our customers pleasure and entertainment. 

In 2011 the Paf Group had a turnover of €96.3 million producing a profit of €21.5 million and the contribution to good causes was €10.5 million. The group has over 300 employees with offices in Mariehamn, Helsinki, Stockholm, Tallinn and Madrid.


About Us

Paf (Ålands Penningautomatförening) was founded on Åland in 1966 for raising funds to support public good and is owned and licensed by the regional government of the Åland Islands. Today, Paf is an international gaming operator with over 400 online games including slots, casino, poker, betting, bingo and lotteries. Paf also has physical gaming operations on land and sea, with about 1,500 slot machines and 55 gaming tables aboard ships in the Baltic Sea and the North Sea, in Paf Casino on Åland and Casino Sunborn in Gibraltar. Paf is dedicated to developing socially and environmentally sustainable money gaming entertainment for its customers. In 2016, the Paf Group had a total revenue of €113 million and a profit of €15.2 million. The contribution to public good in 2016 was €20 million. The group has over 400 employees, with offices in Mariehamn, Stockholm, Tallinn and Madrid. For more information, please go to




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