The two brands operate Speedy Casino, Speedy Bet and Speedy Spel.

“We want to grow in Sweden and we have a determined ambition to be a leading player in the Swedish licensed market,” said Christer Fahlstedt, Paf’s CEO.

The gaming operator will introduce its universal loss limit of €20,000 ($23,750) per year on the new sites. The branding of the sites will remain the same.

“We do not have an interest in taking over the gaming sites unless their customers are largely at a gaming level that we accept. But of course, customers will notice that we value responsible gaming very strongly, to the same level of responsible gaming that we have on Paf's other gaming sites,” explained Fahlstedt. 

The deal will set up Paf as one of the six largest gaming operators in Sweden, a position that the group has been deliberately seeking. 

“This acquisition shows that we have faith in the future of the Swedish market and we also have the capacity to acquire the companies that strengthen us,” Fahlstedt said. 

The CEO of Hero Gaming Tomas Bäckman said the deal is a great opportunity for Paf to grow within the global market.

“It feels good that it is Paf who is buying our Swedish business, they have a long-term strategy and they are well-known for their responsible gaming work,” he said.

Hero Gaming, founded in 2013, also operates in the Swedish market with the Speedy brand gaming sites.