AffPapa recently interviewed Bojoko’s CEO, Joonas Karhu, on what kind of bonus offers lead to the most first-time deposits (FTDs). He spoke at length about the data and trends he sees on their platform, including how smaller high-percentage bonuses can outperform larger offers.
Yeva: Bojoko.com is one of the largest affiliates in the UK, giving you direct insight into what bonuses players are choosing. Based on your data, what types of bonuses have you found to be most effective in driving FTDs to your partners?
Interestingly, we’ve found that bonuses with higher percentage matches tend to attract more players than those offering a large sum. Players seem to gravitate toward offers that amplify their initial deposit significantly, as it feels like they’re getting much more value for their money.
For instance, we see a clear increase in FTDs between casinos that change their offer from 100% to 150%, even if the bonus amount itself goes down. However, the FTD average keeps increasing the higher the welcome bonus percentage is.
It is easy to understand why. High-percentage bonuses perform well even when attached to smaller maximum amounts because they’re simple and engaging. A bonus that matches say, 200% or more immediately captures attention and gives players an easy decision—deposit a manageable amount and receive a significant boost.
It’s a highly effective way to convert interest into action, especially on affiliate sites like Bojoko, where players are specifically looking for the best-value bonuses. Another big factor is that, on affiliate sites, players are generally scrolling down lists showcasing the offers of each casino. These high-percentage offers immediately pop out and give readers a reason to pause and give your brand a closer look.
Yeva: You mentioned that the higher the percentage, the more FTDs a casino is likely to receive from you and other affiliates. Suppose we look at offers that are beyond 200%, especially 400% or more: what is the exact impact you see here?
When casinos offer bonuses of 400% or higher, there’s a noticeable increase in FTDs. Players that bonus and immediately understand the value—they’re getting five times their deposit to start with, which can be a major draw. This kind of offer creates a strong sense of value and novelty, which brings in players who might otherwise choose a competitor with a more standard bonus.
On Bojoko alone, moving from a large 100% welcome offer to a 400% bonus leads to about 20-30 extra FTDs per month. This increase is barely affected by more stringent terms and conditions either, though they will have some impact. The 400% is simply so powerful that players immediately gravitate towards it.
It is also not just a question of seeing this offer on a general toplist and being drawn to it. Thousands of British players are actively searching for casinos with 400% welcome bonuses, which makes it likely they won’t settle for less. The goal of these players is to be able to compare welcome offers of 400% and choose the best casino for them for that list.
This is why we have a page showcasing the British sites where players can claim a 400% casino bonus. A large number of the additional FTDs you are likely to get if you increase your bonus percentage to this level will be from this page. And more importantly, these players are unlikely to consider you otherwise.
Yeva: Why do you think smaller maximum offers with higher match percentages perform so well compared to larger bonuses?
High-percentage bonuses are immediately appealing because they’re straightforward and offer a compelling multiplier on a player’s initial deposit. Players often have a budget when joining a new casino, and a smaller max limit on a high-percentage bonus aligns well with those who want a great offer without committing a large sum.
If you are not planning to deposit more than 50 or 100 pounds, what good is a bonus of 100% up to £1,000? In contrast, an offer of getting 400% up to £50 is far more achievable for many players. Deposit £1,000, play with £2,000, does not sound as good as deposit £10, play with £50.
These smaller, high-percentage offers eliminate the barrier that some players experience with larger, traditional bonuses, where they feel they need to deposit a lot to maximize the benefit.
It’s an effective strategy because it appeals to a broader range of players, from cautious newcomers to those who want a good value match without a major upfront commitment. It also gets people through the door, builds your player base, and starts the process of player retention.
Yeva: What would you suggest for casinos looking to maximize their FTDs through affiliates?
For casinos aiming to boost their FTDs, I recommend experimenting with higher percentage match offers, especially those over 100%. The data shows that these bonuses consistently outperform more traditional offers. A 200% or 300% match is already eye-catching, but when you get to 400% or more, you’re offering something that truly stands out to players.
Affiliate platforms like Bojoko attract players who are actively searching for value. These high-percentage offers position casinos as top contenders on bonus comparison lists. This visibility is crucial in the affiliate space, where players often make quick decisions based on who has the best value offer. You can also decrease your wagering requirement or offer a fully wager-free bonus. These types of bonus offers also have a notable impact.
If you are not interested in changing your casino offers, there are many other ways. I believe you spoke with our Head of Marketing, Christoffer Ødegården, a few months ago, and he recommended focusing on adding niche payment methods, prioritizing fast withdrawals, etc. There are quite a few features that players value that go beyond bonus offers, and ensuring your players can deposit via their phone bill or a Paysafecard will instantly open you up to new FTDs from affiliates and beyond.
Company: Bojoko
Interviewee: Joonas Karhu
Date: 13.11.2024
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