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Interview with Elmo Kukkonen – Casino Expert at Bojoko
AffPapa recently spoke with Elmo Kukkonen, casino expert at Bojoko, about the impact of evolving UK regulation on the pace of new online casino launches. He explains why operators have become more cautious, why releases now come at a slower pace, and why, in many cases, the casinos that do launch tend to be of higher quality.
Yeva: Elmo, could you outline how recent UK regulatory changes are affecting the strategies of operators planning to launch new online casinos?
Over the past couple of years, we’ve seen a reshaping of the UK’s regulatory environment. The stricter oversight and higher compliance standards, such as responsible gaming measures, advertising restrictions, and consumer protections, have forced operators to step back and reconsider when and how to launch new products. What was once a rather aggressive market for new casinos is now more of a measured, cautious approach.
Operators can no longer rush into launch. There’s a comprehensive checklist for licensing, compliance, and responsible gaming safeguards that demands more lead time, more internal resources, and more due diligence. As a result, many operators are opting for a slower release schedule.
Yeva: Do you think this cautiousness is purely a matter of regulatory compliance, or are there also business-strategy considerations driving a slower pace?
It is a bit of both. From the compliance side, a rushed launch under new regulations carries real risk. Non-compliance can result in fines or license revocations. From a business perspective, the cost of failure has grown. There’s no room anymore for a half-baked “quick-launch, see-what-sticks” mindset. Instead, operators are opting to build more robust platforms, implement stronger user protection, and ensure their offering — games, payments, UX — is polished from day one. In a highly regulated and discerning market like the UK, first impressions matter more than ever.
Yeva: You mention “polished offerings.” Do you see that translated into the products being released, or into the types of casinos that go live now?
While the number of new casinos launching has slowed, those that do tend to be better developed, more mature, and more carefully constructed. We’ve seen launches focusing on strong compliance, clear terms, better user-experience designs, solid payment integration, and transparent messaging about responsible gaming. Rather than flooding the market, the newest online casinos in the UK are choosing to compete on quality, compliance, and trustworthiness.
For players, this can be a good thing with fewer hastily put-together platforms. For operators, the slower schedule means they can afford to launch fewer but more sustainable products.
Yeva: From your perspective at Bojoko, how does this shift affect your role, and how do you see affiliate and content strategy adapting in response?
For Bojoko and similar affiliates or content aggregators, the environment forces a shift from quantity to quality-led marketing. Instead of promoting a large roster of new casinos, we now prioritise highlighting those that genuinely meet regulatory standards and offer a polished experience. This raises the bar for content reviewers, marketers, and affiliates. Our audiences expect reliability and safety.
That means more thorough vetting, deeper reviews, and more emphasis on compliance and responsible gaming in our content. The shift also favours long-term value over short-term volume.
Yeva: Finally, what’s your take: is this slowdown just a temporary phase while the market adjusts, or a lasting trend? And what does that mean for the future of online casinos in the UK?
I believe it’s a lasting shift, not just a transient adjustment period. The regulatory environment has matured, and consumers have become more discerning. Trust and transparency are now key differentiators. Operators trying to shortcut the process will struggle. Over time, I expect that the UK market, and markets with similar regulatory frameworks, will stabilize around fewer but stronger, more reputable casinos.
From a macro perspective, this might lead to higher-quality offerings, stronger player protection, and more sustainable business models. The growth rate for new casinos may be slower, but I believe the overall health of the market will improve.
Company: Bojoko
Interviewee: Elmo Kukkonen
Date: 07.01.2026
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