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Interview with Marcus Eriksson – Senior Content Editor at casinor.com
In this interview with AffPapa, casinor.com‘s senior content editor, Marcus Eriksson, shares his perspective on what makes casino reviews genuinely trustworthy, how player expectations have changed, and why transparency has become more important than ever.
Yeva: In your work at casinor.com, what usually makes a casino review feel “trustworthy” to you?
Whether they were willing to actually criticise something. That’s it, really.
You can tell within two minutes of reading whether someone sat down with the product or just rewrote the casino’s own about page. The giveaway is always the negatives section, if there even is one.
“Withdrawal times could be faster” is not a negative. That’s filler. A real negative is “we waited 72 hours for a payout via bank transfer, and support gave us three different explanations for why.” That’s a review. Everything else is just content.
It’s something we’ve been quite strict about at casinor.com. Every casino we list has gone through actual testing before it goes anywhere near the site.
Yeva: What would you say is the main goal of casinor.com today, and what are you hoping players take away when they visit the site?
That they made a better decision than they would have without us. That’s genuinely all it is.
The market has gotten messy. Lots of operators, lots of conflicting information, bonus terms that are deliberately hard to parse. If someone lands on our site confused and leaves with a clear sense of what fits their situation, we’ve done the job.
Yeva: Has the way players read and trust casino information changed in the last few years?
Completely. And I think the affiliate industry brought it on itself by being so obviously formulaic for so long.
The same top-ten lists, the same casinos, the same structure, endlessly recycled. Players started noticing. They go to Reddit now, they ask in communities, they compare notes.
I’ve read forum threads where players specifically name sites they’ve stopped trusting, and the reasons they give are pretty fair. There’s a baseline suspicion now that you have to actively work against, which is uncomfortable but probably healthy for the space overall.
Yeva: A lot of casino brands are investing heavily in SEO content. Do you think that still works, or is it starting to lose impact?
Yes and no. Content still matters, but mostly for trust and conversion once someone has actually landed on the page.
What moves rankings in this space, more than most people openly admit, is links. The sites outranking everyone in competitive casino keywords aren’t necessarily the ones with the best written reviews; they’re the ones with the strongest backlink profiles.
Content without links is a hard climb. Good links with decent content tend to win.
Yeva: Bonuses used to be the main thing players looked at. Do you think that’s still the case today?
Not as much. People have been stung by wagering requirements enough times that they’re more cautious now.
A 200% welcome bonus attached to a 50x wagering requirement and a two-week withdrawal window is not a good deal, and players have figured that out.
What I see more of in Sweden is very practical search behaviour. Payment method questions, withdrawal speed questions, stuff that would have come third or fourth in the decision a few years ago now come first.
We actually restructured how we present casino information on casinor.com because of this. Payment methods and withdrawal times are now front and centre rather than buried at the bottom of a review. It’s a sign of a more mature player base, and we’ve tried to keep up with that.
Yeva: As your work is focused on Sweden, would you say there’s a big difference in how local players approach casino platforms compared to users from broader markets?
Sweden is unusual because the re-regulation in 2019 created a split that players are genuinely aware of and make deliberate choices around.
Some players want exactly what the Swedish licence framework provides. The Spelpaus integration, the deposit limits, and the consumer protections. Others specifically look for operators outside that framework and know exactly why they’re doing it.
Both groups land on our site. Writing content that serves those two audiences honestly, without pretending the second group doesn’t exist, is one of the more interesting editorial challenges I’ve dealt with.
Yeva: You have previously mentioned that responsible gaming is extremely important in the Swedish market. Do you think the industry has become genuinely better at responsible gaming over the last few years, or is there still a lot of work to do?
It’s improved, and I think it’s worth saying that clearly because the progress is real.
Spelpaus functions properly, the reduction in bonus-heavy advertising has been noticeable, and the tooling on licensed platforms is better than it was.
But I find it hard to feel too good about that when the unlicensed market has grown at the same time, and when a lot of the players who most need those protections are the ones actively seeking out platforms without them. The industry talks a lot about the improvements. It talks less about that second part.
At casinor.com, we made a conscious decision to include responsible gaming information on every single review page, regardless of whether the operator is licensed in Sweden or not, because we felt we had an obligation to put that information in front of people.
Yeva: What’s one prediction about the future of online gambling that you genuinely believe, even if others disagree?
That most, if not all, casino content, reviews, tutorials, bonus guides, images, and videos will be AI-produced within a few years. The economics are too compelling. Cheaper, faster, and for standard formats, it works surprisingly well.
AI is genuinely useful for affiliates, but there’s a difference between using it as a tool with human oversight and just hitting publish on whatever comes out. Bonus terms change, licensing conditions shift. AI doesn’t know that unless someone tells it.
When the review is generated, the images are generated, the video presenter is synthetic, and nobody has verified whether the information is still accurate, what is a player actually trusting?
My instinct is that trust becomes the scarcest resource in this space over the next decade. The brands that treated it as optional will feel that.
Company: casinor.com
Interviewee: Marcus Eriksson
Date: 26.06.2026
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