Bojoko, a UK igaming industry affiliate, strives to be known for its meticulous and transparent approach to casino reviews and innovative features. But how does a casino end up topping its lists, and what drives its expert ratings?
In this interview, we speak to Ville Saari, the Lead Content Manager at Bojoko, who oversees the team of igaming experts who vet and review gambling sites. Saari discusses the firm’s review process, how brands end up among their top-rated, and how its commitment to honest, comprehensive UK online casino reviews has contributed to its success.
CasinoBeats: Bojoko has won a long list of awards and has become a trusted platform for casino reviews amongst British gamblers. To what extent do you believe your review process and how you test and review casinos, has played a role in your success?
VS: There is undoubtedly a strong connection between the success of Bojoko and how we review casinos and present this information. Unlike many of our competitors, we are by players, for players, and our casino experts evaluate everything from the user experience to the fine print of bonus terms.
Our review process is built on transparency and depth, ensuring that every detail of a casino’s offering is thoroughly tested and analysed. Every feature is scrutinised from the perspective of a UK-based player. This includes game variety, user interface, bonuses, and, crucially, customer service and payment processing times. This method allows us to provide reviews that British gamblers can trust.
Our users are able to trust Bojoko, as we report any small print that may get in the way of their fun or be a nasty surprise. They know we cover every brand and rate them based on consistent criteria. If players could not trust us, we would not be where we are today.
CB: In such a crowded market, how do you ensure that your reviews stand out from the competition?
VS: It comes down to integrity and depth. We don’t just skim the surface of a casino’s features—we dive deep into elements like payout speed, how accessible support is, and even things like game performance on mobile versus desktop. We go through their entire library, see if key jackpots are present, and, as you know from your recent chat with Christoffer Ødegården, we look at the number of live casino game shows.
The fact that each casino we list is tested and, just as importantly, vetted by casino experts creates a great deal of trust. You can’t reinvent the wheel with a casino review, but you can make it easy to discover whether the casino might be for you and make an informed decision. When you combine this with our special features, such as our quick filters, Bojoko has a somewhat unique product that empowers our users.
CB: With so many casinos offering similar promotions, like bonuses, how do you evaluate and rank these features?
VS: Bonuses are an area where transparency is key. A big welcome bonus isn’t necessarily the best option if it comes with convoluted terms. Our experts focus on the fine print—wagering requirements, withdrawal limits, and time restrictions. We evaluate bonuses not just based on the offer itself but also on how easy it is for players actually to benefit from them. This ensures that players aren’t misled by flashy offers that may be difficult to capitalise on.
In terms of ranking bonuses, it gets easier and easier the better the offers are, but yes, it is certainly the case that many generic bonus offers will have no significant differences from each other.
CB: How does Bojoko maintain impartiality in its reviews?
VS: We ensure impartiality by adhering to a strict, objective set of criteria when rating casinos. Our rating process is consistent, meaning that all casinos are evaluated based on the same key features, including bonuses, user experience, payment options, and customer support.
As an affiliate, we have commercial relationships with the casinos we list, but an entirely different department handles these ties. Our casino experts are not the same people who set the affiliate deals. Additionally, as I mentioned earlier, trust is critical. If we promoted mediocre casinos with high expert ratings, our users would abandon us. It does not make financial sense to be biased. Honesty is always the best policy.
If a casino lacks critical features—such as fast payouts, clear bonus terms, or a responsive support team—its rating will reflect that. This approach guarantees that our reviews remain fair and unbiased, focused entirely on delivering accurate and trustworthy information to players.