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Bojoko Casino Rankings: Insights from Joonas Karhu
AffPapa recently interviewed Joonas Karhu, CEO of Bojoko, one of the biggest affiliates in the UK, who revealed how they rank casinos, what’s behind the positions, and what changes operators make to place them higher.
When players are bombarded with endless online casino options, trust becomes the deciding factor. How can operators prove they’re the best? What does it take to rise above the noise? How can you be ranked at the top of lists on affiliate sites?
Yeva: What are the core principles behind Bojoko’s ranking system?
We start by breaking down every casino into key components, such as bonuses, game variety, payment options, payout speed, customer service, fairness, etc. It’s all about giving players a transparent, fair picture of what they can expect.
We use a structured, objective approach. Every casino is judged by the same criteria, and we update our rankings regularly to reflect the latest changes. It’s a bit like having a report card for each casino, one that players can trust.
Yeva: Why is consistency so important in your ranking methodology?
Consistency is everything. Imagine if the ratings jumped up and down unpredictably every time you checked a site—it would be hard to know what to believe. Our approach is designed to build trust.
When players see that every casino is evaluated using the same solid criteria, they feel more confident in the rankings. They should be able to land on a ranked list, such as our top 20 best casinos, and immediately see that there are no lesser brands on it. If they were met with mediocrity or suspicious choices, we would lose all confidence in our users. It is important to show that our system is reliable and that we aren’t just playing favourites.
Yeva: How does Bojoko ensure complete transparency in its rankings?
We openly share our ranking criteria so players know what we base our rankings on. We never sell our positions or manipulate scores based on commercial deals. Our rankings are purely based on merit. When players see our detailed breakdowns and honest assessments, they know that our reviews are trustworthy. That openness builds a strong foundation of trust, which is vital in such a competitive industry.
Yeva: How often do you update your casino rankings?
There can be daily tweaks. Our experts respond to changes, such as new bonuses, new game developer partnerships, etc., in real time, instantly updating the ratings if the change is big enough to warrant it. We are frequently in communication with the brands we list, and most updates are sent to us directly from them, though our experts also conduct frequent checks to ensure all data is up to date.
Yeva: How does Bojoko maintain fairness when partnering with casinos for affiliate deals?
We strictly separate our rankings from any commercial partnerships. Our rankings are based solely on quality and performance, which helps maintain our credibility. Players know that when they see a casino on our platform, it has earned its place through merit, not because of a business deal.
Yeva: How do you handle negative feedback from operators who feel their rankings are unfair?
We take every concern seriously, but we can’t change rankings just because an operator is unhappy. What we do is explain our formula and give them tips on how to improve. We never manipulate scores just to please someone, so the change has to be on their side. If they increase their bonus, lower their wagering requirement, or add more payment methods, for instance, there can be large jumps instantly.
Yeva: Do casinos need to meet specific standards before they’re listed on Bojoko?
Yes, there is one non-negotiable rule: each casino we list must be licensed by the UKGC. Our casino experts also vet their reputation and history. Still, when you only feature UKGC-licensed brands, deal-breakers are scarce due to the high level of compliance, safety, and security required.
Yeva: What common misconceptions do you encounter about casino rankings?
One big misconception is that rankings are all about bonus amounts. In reality, we look at the entire player experience. It’s not just about what you see on paper—factors like payment options and processes, game variety, customer support, and overall site usability are just as important.
Some operators think increasing their bonus percentage will automatically boost them to the top of our lists. This is wrong. Yes, changing your bonus will have a considerable impact, but if your website is hard to use, you won’t be anywhere near the top.
That said, we do have a long range of lists on Bojoko, some of which are ranked by different criteria. I know you recently spoke to our Lead Content Manager about Slingo, and we have a ranked list of the best casinos for slingo. Similarly, we have lists ranked by the quality of the bonuses and game selections, as well as pages for low-wagering requirements and other features. Here, specific factors will outweigh others, so excellence in one area can still lead to high rankings on individual lists.
Company: Bojoko
Interviewee: Joonas Karhu
Date: 13.02.2025
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