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Paf partners BetMakers and ATG to overhaul horse racing product

| By Marese O'Hagan
Åland Islands-based operator Paf has launched a revamp of its horse race betting offering, extending its partnership with Sweden’s AB Trav och Galopp (ATG) and signing a technology deal with Betmakers.
Racecourse Media Group Dowding

This has seen Paf’s existing agreement with ATG revised, and it will still serve as an international sales agent for the former Swedish monopoly. The races that Paf previously covered will still be available, but the coupons, betting receipts and system for shared bets will change.

“There will be some new features to learn for the customers, but it will also be a simplification when the amount of coupons will decrease and larger winnings can be redeemed at Paf’s office in the future, which was not possible before,” the operator’s key accounts manager Sari Venho explained.

The technology powering the offering will be shifted to Betmakers’ gaming systems, while it will roll out terminals in the five horse race betting locations on the Åland Islands.

“This will be a completely new approach for Paf’s part, meaning that our Åland agents can continue to offer ATG’s range of trotting betting to all customers on Åland,” said Jannik Svahnström, head of new sales at Paf.

“We want to thank all our customers and gaming agents. They have had really good understanding and patience with the launch of the new gaming system.”

In August, Paf acquired Sweden-facing gambling brands Speedy and Speedy Originals from Hero Gaming.

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