Nordic gaming operator Paf is taking another decisive step toward responsible gambling by lowering its mandatory annual loss limit for all customers from €16,000 to €15,000. The move is part of a long-term strategy focused on sustainability, player protection, and ethical revenue growth.

With this latest reduction, Paf has now cut its original loss limit—first introduced in 2018 at €30,000—by 50%. The mandatory cap applies across all gaming categories and to every platform operated by the company.

“We are extremely proud that through concrete actions and long-term investments in responsible gaming, we have now halved the first loss limit we introduced in 2018,” said Christer Fahlstedt, CEO of Paf. “It clearly demonstrates that we are serious about our ambition to be a sustainable entertainment company.”

Long-term ambition: €8,000 annual loss limit

The new €15,000 threshold represents another step toward Paf’s previously stated long-term goal of lowering the annual loss limit to €8,000 per player.

“We have been transparent about our ambition to lead the development toward a healthier gaming market,” Fahlstedt added. “Unlike many operators, we are prepared to say no to revenue that comes from unsustainable gaming. However, this transition must happen gradually to ensure long-term stability in a highly competitive market.”

High-intensity player segments phased out

As part of the reduction, Paf will continue to reshape its customer segmentation model. Revenue from the so-called orange segment—players with annual losses between €15,000 and €30,000—will be phased out entirely over time.

Paf has already eliminated revenue from its red segment, which previously consisted of customers losing more than €30,000 annually. The latest changes further reinforce the company’s shift away from high-intensity gambling behavior toward more sustainable play levels.

“Removing the orange segment is a deliberate and important decision,” said Daniela Johansson, Deputy CEO and Chief Responsibility Officer at Paf. “It clearly signals that we do not want revenue that isn’t sustainable over time—especially when our mission is to create long-term benefits for society.”

Call for shared limits across the industry

In addition to mandatory loss limits, Paf customers can set their own voluntary lower limits. While these safeguards have proven effective in curbing harmful behavior, Paf emphasizes that broader industry action is needed.

“Loss limits have a real and measurable impact on player behavior and can stop problems before they escalate,” Fahlstedt said. “But customers can easily switch operators. That’s why common national deposit limits are essential, and why unlicensed gambling must be addressed.”

Paf was the first international gaming operator to introduce mandatory loss limits, and the company continues to advocate for stronger, shared responsibility standards across regulated markets.

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Gamblers Connect, the acclaimed iGaming media and affiliate platform, is excited to reveal a new strategic partnership with NeverEnding Tech, the “anti-bureaucracy” iGaming content creator that is quickly transforming the video slots industry.

This collaboration unites two entities dedicated to transparency, quick execution, and a mutual goal of advancing the industry through genuine relationships and top-quality content. In an industry frequently hindered by excessive bureaucracy and repetitive communication, NeverEnding has swiftly positioned itself as a nimble alternative—providing rapid decision-making, focused strategy, and performance-oriented results that appeal to current operators.

Gamblers Connect focuses on allies that provide true advantages and a distinct unique selling proposition. NeverEnding’s philosophy of “Games, Growth, and No Excuses” closely matches the company’s mission: providing dependable, high-quality industry insights without any unnecessary details.

This partnership focuses on incorporating NeverEnding’s dynamic portfolio, featuring popular titles such as Ultimate Hot Coins: Hold & Win and Coin Blast Extra, into the Gamblers Connect ecosystem, providing its community with direct access to today’s most effective and captivating slots.

Gjorgje Ristikj, Founder of Gamblers Connect, said: “As we integrate NeverEnding into our platform, players and operators alike can expect a streamlined flow of information regarding their latest releases and technical innovations. NeverEnding’s unique “B2B Backed by B2C Power” model ensures that our partnership isn’t just about visibility; it’s about generating real traction for the games that matter. Together, we are setting a new standard for how content providers and media hubs collaborate: with speed, transparency, and a relentless focus on the future of gaming.”

Ihor Zarechnyi, representing the leadership at NeverEnding, highlighted the importance of this synergy: “Gamblers Connect brings together the people who actually move this industry forward. For NeverEnding, this collaboration is about being present where real conversations happen, exchanging experience, and building partnerships that go beyond logos and announcements.”

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