Bonuses are critical in attracting online casino players, but not all offers lead to long-term engagement. In Canada’s competitive iGaming market, finding the right balance between enticing offers and meaningful player retention is key.
Today, we sit down with Christoffer Ødegården, Head of Marketing of Bojoko, to explore the key elements of successful bonus strategies. Ødegården will share his insights based on which bonuses Canadian players are most interested in on Bojoko, what casinos can do to convert better, and why transparency is crucial.
TheGamblest: Canada is a competitive iGaming market. What bonus types have you seen perform best in terms of converting players?
Christoffer: That’s a great question, and it’s important to emphasize the distinction between attracting players and converting them into paying, loyal customers. The easiest way to get players through the door is to offer no-deposit bonuses. They get a lot of attention, and Canadians are constantly searching for them. However, unless they have other fantastic offers and an excellent retention strategy, we’ve found that they don’t perform that well when getting players to deposit and stick around.
Yes, no-deposit offers are great for getting people to sign up, but they often attract players just looking for something free and have no real intention of staying. What we’ve seen work much better in Canada are high-percentage deposit match bonuses. Offers that go beyond the typical 100% match—say, 150% or 200%—tend to convert better.
The key is that these bonuses require the player to make an initial commitment, and that’s a much stronger signal of intent. Once they’ve made that first deposit, they’re more likely to engage with the casino in a meaningful way.
Additionally, wager-free bonuses or bonuses with low wagering requirements are particularly attractive. Canadian players can be very savvy and know to look for offers that allow them to withdraw winnings without being bogged down by complex terms.
TheGamblest: So, is transparency around bonus terms becoming more important as well?
Christoffer: Absolutely, and especially in markets like Canada, where players have a lot of choices. At Bojoko, we focus heavily on making bonus terms clear and accessible. Players don’t want to feel tricked by hidden conditions or complicated rules. If a bonus comes with high wagering requirements or tricky restrictions, it won’t leave a good impression and could ultimately harm retention.
For affiliates like us, it’s not just about listing bonuses—we’re here to educate players on what they’re getting. That means explaining the ins and outs of wagering requirements, game restrictions, and expiry dates. This is essential information; many players won’t sign up without knowing the whole picture.
It is also important to understand that a bad experience, i.e., the small print coming back with a nasty surprise, is one of the most effective ways to lose players. Being transparent and fair makes more sense if you want to run a successful casino for the long haul.
TheGamblest: Given that player education is critical, how does Bojoko help players make better bonus decisions?
Christoffer: At Bojoko, we’ve built our platform around trust and transparency. Every casino and bonus listed on our site is vetted not just for the offer itself but also for how clearly and fairly the terms are presented. We also encourage user-generated reviews so players can hear from others about their experiences with specific bonuses or casinos. This adds a level of credibility because it’s not just us saying it—players can see firsthand how an offer has worked for others.
We also offer detailed guides on bonus types, how to understand wagering requirements, and what to look for in terms of bonus conditions. Our goal is to arm players with the knowledge they need to choose bonuses that genuinely work for them, not just the flashiest deal.
TheGamblest: What role do wagering requirements play in the effectiveness of a bonus?
Christoffer: Wagering requirements are among the most critical factors in determining how appealing a bonus is to players. In Canada, we’ve seen clear search intent where players actively seek bonuses with low wagering requirements. There is also constant interest in no-wager bonuses.
Players are growing more aware of how wagering requirements impact their ability to withdraw winnings. If they feel the requirements are too high, they’ll be less inclined to deposit in the first place.
TheGamblest: With so many bonus types to choose from, how should casinos strike a balance between attracting new players and ensuring long-term engagement?
Christoffer: That’s always the challenge. A great bonus will undoubtedly bring players through the door, but the long-term engagement strategy keeps them there. Casinos need to think beyond the welcome bonus. While the initial offer might get someone to sign up and deposit, retention is where the real focus should be. This means crafting loyalty programs and ongoing rewards that cater to the player’s interests and behavior.
For example, some players might prefer free spins, while others are more interested in cashback offers. A strong retention strategy will take these preferences into account and offer targeted bonuses that keep players engaged over time. We’ve seen operators who successfully retain players by building relationships through regular, meaningful offers rather than relying on flashy welcome bonuses that don’t deliver long-term value.
