TheGamblest recently sat down with Joonas Karhu, CEO of Bojoko, to discuss the essential role of clear quality standards in running a successful affiliate and comparison website.
During the interview, Joonas highlighted the importance of fair and consistent casino reviews, ensuring transparency regardless of the expert conducting the evaluation. He also shared insights on how Bojoko has earned its reputation as a trustworthy platform in the UK.
TheGamblest: To what extent do you believe having clear quality standards affects the success of an affiliate website?
Joonas: Having clear quality standards is part of the foundation for building trust and credibility. For a site like Bojoko, which connects players with online casinos, it’s essential that we offer reliable, consistent, and transparent information.
Casinos need to be reviewed based on objective criteria to give users confidence that they are making informed decisions. Without quality standards, our recommendations wouldn’t hold weight, and the value of our platform would diminish. When we create toplists, such as our choices for the top 50 online casinos in the UK, it is essential that our users understand exactly why these brands are chosen. We set clear, measurable benchmarks for the casinos we feature, ensuring fairness and transparency.
TheGamblest: How do you ensure that all casinos are reviewed fairly, regardless of the individual expert testing them?
Joonas: Ensuring fairness in reviews is critical for Bojoko. To achieve that, we implement a structured and standardised review process that every expert follows, regardless of which casino they are evaluating.
This helps us maintain consistency across the board. Experts follow a detailed checklist that includes everything from game variety to payout speed to customer service, as well as several other key features readers care about.
By removing subjective bias to the greatest extent possible and focusing on objective data, we can provide a uniform user experience. We also ensure that our experts are independent and free from any external pressures from operators.
TheGamblest: Could you elaborate on the specific steps Bojoko takes to maintain trustworthiness, especially in such a competitive market like the UK?
Joonas: Building and maintaining trust is a long-term commitment, and we take several steps to uphold that. First, transparency is at the heart of everything we do. We disclose how we make our affiliate commissions, and users are fully aware of the nature of our relationships with operators. Secondly, our casino listings and reviews are constantly updated.
The UK market is indeed very competitive, so it’s important that the information we provide is current and reflects the actual experience players will have. Finally, we actively encourage user feedback on the platform, and we use that data to improve both our reviews and the user experience.
TheGamblest: With so many affiliate websites in the UK, what sets Bojoko apart from the competition?
Joonas: What has set Bojoko apart from the beginning is that we are created by players, for players, and have always operated on the premise of putting the user first. We do this by giving them the power to make informed decisions through our comprehensive filter tools.
Rather than simply listing casinos, we empower users to tailor their search based on their own criteria—whether it’s payout speed, bonuses, game selection, or payment methods. This personalised approach ensures that each player can find the brands that truly meet their preferences.
TheGamblest: How does Bojoko ensure that casinos listed on your platform meet the expectations of both players and operators?
Joonas: We have a rigorous onboarding process for casinos that want to be featured on our platform. Every operator must go through a detailed verification process that includes ensuring they hold proper licenses, have strong responsible gambling measures, and meet our quality standards. No brands get on Bojoko.com without a UKGC license, and this is not enough on its own, our expert researches and tests the brands before they can be listed with us.
TheGamblest: How important is user feedback in shaping the way Bojoko operates?
Joonas: Our platform is built on the principle that players should have control over their choices, and their input allows us to continuously refine our service. We regularly invite users to leave reviews and feedback on the casinos they try, which then feeds back into our rankings and recommendations. This creates a loop of constant improvement—both for the casinos and for our platform. Listening to our users allows us to stay ahead in a competitive market like the UK.
TheGamblest: How does Bojoko ensure its comparison tools remain up-to-date and relevant in such a fast-moving industry?
Joonas: We stay vigilant and actively contact our affiliate partners to ensure that all our content is up to date. Our experts also regularly check to see if anything has changed without our affiliate partners updating us. Our goal is to ensure that users are always presented with the most up-to-date and relevant options, and we closely monitor industry developments to ensure that our tools stay ahead of the curve.
TheGamblest: How do you see the role of affiliate platforms like Bojoko evolving in the UK market over the next few years?
Joonas: As players become more educated and regulatory frameworks continue to tighten, I believe affiliate platforms will play an even bigger role in providing transparency and trust in the market.
Players will demand more from comparison websites—not just basic information but deep insights into casino operations. At Bojoko, we aim to be at the forefront of that shift by offering full transparency and empowering our users to find the casino brands that are best suited for them.
