New focuses on the player

The Åland-based gaming company Paf launched the new version of its gaming site The aim of the new site is to bring Paf closer to each player.

The new has been developed with the intention to vastly improve the user experience and to offer content based on the player's individual preferences, habits and behaviour. The site is built as a fully responsive platform, i.e. it is automatically adapted to the screen used by the player, regardless whether is visited via a computer, a tablet or a mobile phone.

By launching a fully responsive site, Paf has assumed a unique position in the online gaming industry, as many gaming sites still offer totally different experiences depending on whether the site is visited via a standard computer or a mobile device.

“Like many other Internet-based industries, the international gaming industry has developed from computer-bound to today's mobile world. Looking at our international customer base, we see that gaming via mobile phones has increased from zero to over 50 per cent within the last four years in certain product categories and in certain markets. But the process does not stop there; the increase will continue, with more and more players opting to visit via mobile devices. We regard this as an exciting opportunity and that is why we have chosen to launch on a fully responsive platform, thus giving the player an identical experience on mobile phone, tablet and computer”, says Andreas Perjus, Chief Product Officer at Paf.

The new offers each player tailored and curated content within their own ‘My Paf’ page. Once logged in, this area gives easy access to functions such as my favourite games, personalised offers, balance history and Paf's responsible gaming tools. The increased personalisation and clarity aims to increase awareness of each player’s gaming behaviour and thus improve a person’s capability to limit problem gaming if necessary.

Customers of Paf in Finland, Sweden, Spain and Estonia have contributed greatly to the development of the new Cooperating with the development team of Paf, the customers participated in the development of the concept and design and submitted suggestions about new functions etc.

“Our customers were involved in the preparations as well as in the actual development of the new We have received their opinions and wishes about functions, the gaming experience and the design. Nearly 20,000 customers took part in the two-month beta testing period that led up to the full release. The feedback we have received from the customers during the development process is priceless and has contributed to several improvements around the site that have been presented to our players throughout the testing stage. Our customers' continuous participation in the development process helps the new to really focus on each player’s individual needs”, says Andreas Perjus.

Visit the new site at

For more information please contact:

Mattias Lindquist 
Communications Manager
Phone No: + 46 729 75 23 26


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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