Paf puts personalisation at heart of website overhaul

Åland-based operator Paf has unveiled a new, fully responsive multi-channel website aimed at providing a tailored individual experience to its customer base.

The recently revamped Paf.com site automatically adapts to the screen used by the customer regardless of device, as well as offering content modified to each individual player.

Customers can now access their own ‘My Paf’ section on the homepage which includes their favourite games, tailored betting offers and the operator’s responsible gaming tools.

The new website was built following a two-month beta testing period which saw almost 20,000 customers take part and give their opinion on the new gaming experience.

Chief product officer Andreas Perjus said the feedback had been crucial in the development of the concept and design of the finished product.

“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,” he said.

“Our customers’ continuous participation in the development process helps the new Paf.com to really focus on each player’s individual needs,” Perjus added.

The launch of the new site comes after Paf recently announced plans to fund a four-year, £240,000 research project into online gambling addiction which will examine the impact of betting limits, customer contact and feedback on gaming habits.

The study, which will be conducted in cooperation with Stockholm University’s Department of Psychology, will centre on Paf’s online site and explore a range of different online communication methods in order to combat problem gambling.