GPWA Times Magazine - Issue 44 - July 2019

ers can influence an operator’s results. Paf has also introduced a “loss limit,” setting a maximum annual limit on what a single customer can lose. Paf’s CEO Christer Fahlstedt explained, “ The figures show that the ‘loss limit’ and our tougher measures in gambling responsibility mean that we have lost over €4 million in revenue annually from our big players. It is a lot of money. But it is unsustainable money that we no longer receive and which the whole gaming industry should say no to. ” “ We can guarantee that Paf won’t have any ‘high roller’ revenue by 2020 – since the ‘loss limit’ will be fully implemented then. I can also promise that we will continue to report with com- plete transparency on the revenues from our various customer groups. ” It is a brave move that has cost the company money, but could be an early recognition of where regulation is heading. Affiliates must note this trend and assess the kind of traffic their activities generate. Is it the kind of traffic that will be wanted by regulated operators working under stricter conditions of social responsibility? the revenues earned from customers are to remain greater than the cost of acquiring and retaining them. Finnish operator Paf has taken the step of publishing customer loss data to be more open about how a small number of custom- Affiliates who wish to be in the business for the long term should be prepared to re-assess who they work with and why . They should also be prepared to review what entertainment and value they offer to consumers , the nature of the traffic they generate, and where they send that traffic . COVER STORY G P W A t i m e s . o r g 28