Finnish gambling operator Paf has taken the bold step of publishing its annual player statistics, while pledging to further reduce the volume of business it generates from its high-value customers.

This week, Swedish-language gambling operator Paf, which serves Finland’s autonomous Åland Islands region, published its players’ annual wins and losses over the past two years, part of the company’s quest to reduce its reliance on revenue generated from high-rolling gamblers.

Paf’s figures show the company generated a ‘total gross gaming surplus’ (aka customers’ losses of their own money) of €98.1m in 2018, up a mere €262k from 2017’s result. But the average loss per customer fell nearly one-fifth to €522 last year, in part because the percentage of Paf players who finished 2018 in the black rose 7.3 points to 31.6%.

Last September, Paf began rolling out fixed annual loss-limits for its online customers, imposing a hard cap of €30k that CEO Christer Fahlstedt claimed at the time would reduce the company’s annual income by around 5%.