Do players care about the difference between genuine recommendations and paid placements? Joonas Karhu, the co-founder of Bojoko, says they do. According to him, trust and transparency are cornerstones of their success story and are why many British gamblers compare casinos on their website.
As one of the UK’s most trusted affiliate sites, Bojoko has built its reputation by putting the players first and giving them the tools to filter through their lists and find the best online casinos in the UK based on their criteria.
In this interview, Karhu will explain how British gamblers became so careful, why trust matters, and what operators and affiliates do to build a more trustworthy industry.
Honesty and transparency are terms frequently used in this industry, but how do they apply to casino rankings?
That’s a great question because, let’s be honest, the iGaming space isn’t exactly known for being crystal clear about everything.
When it comes to rankings, transparency means that players and operators know precisely how casinos are evaluated, what criteria are used, and why specific sites are ranked higher than others.
That’s not always the case. Many affiliates don’t make this information public, and in many cases, they sell positions outright.
At Bojoko, we do things differently and are very clear about this. We have clear rating criteria that all our experts follow, and our rankings are based on a mix of our expert’s opinions and actual user data, showing their preferences. We want to recommend the best possible casinos to our readers, which is our way of doing this.
Do players care about the difference between expert recommendations and paid placements?
Absolutely. British players are more experienced than ever, and they’ve learned to spot when something doesn’t feel right. Of course, all affiliates make money on our deals, but players are quick to notice if cash makes us overinflate a casino's ratings or rankings.
In the UK, especially, where gambling has been around for so long, players have developed a level of caution that you don’t necessarily see in newer markets. They know what a mediocre brand looks like, and seeing affiliates try to shove them down their throats makes them walk away.
Why do you think it is common practice for affiliates to sell rankings?
It comes down to short-term gains. If you accept money in exchange for ranking casinos higher, you can generate quick revenue, but at what cost? The problem is that players catch on. If they sign up to a casino expecting a great experience because it was ranked number one but find slow withdrawals, poor customer service, or unfair bonuses, they’re not coming back. And more importantly, they’re not trusting that affiliate again.
You mention that UK players are more cautious than those in newer markets. Why do you think that is?
It’s because they’ve seen everything. The UK has one of the most mature gambling markets in the world, so players have been through the ups and downs. They’ve experienced everything from incredible offers to shady deals with hidden terms. The UK Gambling Commission (UKGC) has done a lot to regulate the market and improve player protection, but even with those safeguards in place, British gamblers remain sceptical.
Due to advertising standards, rotten deals are also harder to hide. Every offer must display all key terms and conditions at affiliate sites and casinos, making bad deals instantly visible. This means that pushing weak brands can be instantly apparent even on your affiliate websites, which is not a good look.
Do players actually read reviews and rankings, or do they just go for the biggest bonus they see on a toplist?
Honestly, it's a bit of both. A big welcome offer can be very tempting, and as we often remind our partners, standard offers can be a struggle. But British players don’t just take things at face value anymore. They look at the terms and check wagering requirements; yes, many read reviews. As I mentioned, you don’t need to read the reviews to see if a deal is rotten. You can see it in seconds.
Do you think transparency will become an industry standard?
Most likely. The short-term gains are just not worth it in the end. I think the industry is moving in the right direction. There’s more scrutiny now than ever, not just from regulators but from players themselves. The UKGC has been tightening its rules, as has ASA and CAP. I don’t think paid positions will ever go away, but I believe that even here, there will be more transparent ways of doing it, for instance, through featured positions.
What’s your final piece of advice for both affiliates and operators when it comes to building trust?
For affiliates, my advice is to think long-term. Players aren’t stupid; if you try to mislead them, they won’t stick around. Build a reputation for honesty, and you’ll have a loyal audience for years to come.
Operators should focus on delivering a great player experience rather than just trying to attract new sign-ups with big promises. If your casino is genuinely good, word will spread, and your reputation will grow.
At the end of the day, this industry thrives on trust. The casinos that understand that will be the ones that succeed in the long run.
