Bojoko.com has set itself apart in the UK iGaming market by redefining how players interact with online casinos. With a focus on transparency, community-driven insights, and user-first innovation, Bojoko has become a trusted resource for players navigating a competitive landscape. We sat down with Joonas Karhu, CEO of Bojoko, to discuss the vision behind the company, the challenges they’ve overcome, and the milestones they’ve reached along the way.
What inspired the vision behind Bojoko, and how did you determine the approach that has made it so successful?
When we were first exploring the iGaming space, it became clear that players needed more clarity and control when choosing where to play. The market was saturated with promotions and flashy messaging, but there was little focus on providing players with the tools to make confident decisions. It felt like the industry was talking at players, not listening to them.
We wanted to change that dynamic. I’m a gambler and a key question that I, and the increasing number of iGaming experts working for Bojoko, always ask ourselves is what we want to see. What would we like to get from a service like Bojoko? not from a company perspective but as users? We wanted to be a product that was by gamblers for gamblers, and this is a vision and mantra we have kept going ever since our inception.
Our goal then quickly became to create something that didn’t just showcase casinos but empowered players with information and choice. By combining expert insights with real, accessible tools, Bojoko enables players to easily evaluate their options and find casinos that truly meet their needs. That approach has proven incredibly successful in building trust and driving real results.
How does Bojoko engage users in practical ways, and what approaches have been most impactful?
User engagement starts with understanding what players value most—clarity, reliability, and tools that simplify decision-making. At Bojoko, we’ve focused on delivering all of these through various approaches.
For example, we offer intuitive features like advanced search filters that allow players to quickly find casinos that suit their preferences, whether specific bonus types, payment methods, or game categories. We’ve also prioritised detailed, expert-written reviews that don’t shy away from addressing both positives and negatives. Players appreciate the honesty and depth, which builds trust and keeps them returning.
We also keep the experience fresh and exciting through special seasonal campaigns. For instance, our Christmas calendar offers daily bonuses and surprises throughout December, something our users enjoy. These engaging initiatives show players that we’re constantly adding value and thinking about their experience.
What were the biggest challenges in implementing this user-centric approach, particularly in the UK market?
One of the biggest challenges was ensuring that everything we delivered was high-quality and up-to-date. The iGaming industry is constantly evolving, and keeping up with changes across multiple operators requires constant attention. To this end, we hired a large team of passionate casino, betting, and bingo experts to actively monitor what is happening in the industry.
Another challenge was balancing simplicity and depth. While we offer advanced tools and detailed content, keeping the experience intuitive and user-friendly was important. Players want functionality but don’t want to feel overwhelmed. This led us to create quick filters, where how advanced and deep the players want to go into the technicalities is entirely up to them. You can just check for wagering requirements, bonus sizes, and payment methods, or you can make far more comprehensive comparisons.
Finally, navigating the UK’s regulatory landscape added complexity. The UK has some of the highest standards in the industry, which is a positive thing for players. However, it meant we had to remain vigilant to ensure we always operated compliantly, responsibly, and transparently.
Bojoko recently celebrated 75 million euros in all-time deposits this year—a significant milestone. What does this achievement mean to you?
Reaching over 75 million euros in deposits was a huge milestone and something we’re incredibly proud of. It proved that our approach works—not just for us but for the thousands of players who’ve used Bojoko to find casinos they can trust. What’s important about this milestone is that it represents genuine value for players. It’s not just about traffic or numbers; it’s about helping people make choices they feel confident in. That’s the foundation for long-term trust and success.
How do you think focusing on user engagement has contributed to Bojoko’s success in such a competitive market?
User engagement has been central to everything we’ve achieved. The more value we offer players—whether through reliable tools, expert insights, or engaging features—the more they trust us and continue using Bojoko.
It’s also about consistency. Players know that when they come to Bojoko, they’ll find honest, easy-to-access information that helps them make smarter decisions. That consistency builds loyalty, and loyalty is invaluable in such a competitive space.
How do you plan to enhance Bojoko’s user experience further?
We’re always looking to improve. One of our primary goals is to make our tools even more intelligent and more intuitive. For example, we’re working on refining our search and recommendation systems, so they align more closely with individual player preferences. This will make finding the perfect casino an even smoother and more personalised experience.
At the same time, we’ll continue to explore new ways to engage players with fresh, relevant content. Whether seasonal campaigns or unique tools, we always focus on delivering something meaningful and valuable to our audience.
Finally, what advice would you give to other businesses adopting a user-centric approach?
Put your audience first, and always listen to them. Hire the type of people who would be your user base. Hear what they would come to a platform like yours for and what they are missing. Users are the best source of insight for what works and what doesn’t. If you can meet their needs and stay transparent, they’ll reward you with trust and loyalty.
It’s also important to think long-term. Building trust and engagement takes time, but it pays off. When you focus on creating genuine value for your users and, more importantly, manage to do so, success will follow.
