For years, 100% match bonuses have been the go-to welcome offer for most operators, but player preferences are evolving. High percentage bonuses—like 200% or even 300%—are now seen as a more effective tool for attracting first-time depositors (FTDs), delivering better-perceived value, and generating more attention on comparison platforms.
To explore how operators can use high-percentage bonuses to stand out and capitalize on player demand, we spoke with Joonas Karhu, CEO of Bojoko.com, one of the biggest affiliate platforms in the UK. In this interview, Karhu shares how well these offers perform and how casinos can utilize them to their advantage.
TheGamblest: What impact do high percentage bonuses have in the UK market?
Karhu: The impact of higher percentage bonuses on player acquisition is clear—they stand out, drive more attention, and deliver higher FTD rates. We’ve found that casinos offering bonuses of 200% or more consistently outperform standard 100% match offers on platforms like Bojoko, all other things being relatively equal, mind you.
The reason is simple: players perceive a higher percentage bonus as a far better deal, even if the total bonus amount is smaller. For example, a 200% match up to £50 feels much more accessible and exciting to many players than a 100% match up to £100. Players love the idea of turning a small deposit into a significantly larger bankroll, and that appeal translates into higher click-through and conversion rates.
Then you just have the fact that they stand out more. Millions of Brits use affiliate sites like Bojoko every year. They scroll through our lists and look at the offers, and the fact is that most casinos still stick with the 100% bonus. That means that offers of even, say, 150%, instantly stand out a little more.
However, it is not just organic and in the moment. Knowledgable players actively look for higher-percentage bonuses, too, and the search volume can be quite high. To meet this demand, we’ve created dedicated pages specifically for bonuses of 200%, 300%, 400%, etc., and the results have been incredible. These pages consistently attract strong traffic and deliver high conversion rates because they connect casinos with motivated players who know what they’re looking for. This is a golden opportunity for operators to stand out, capture attention, and drive significant FTD growth.
TheGamblest: How significant is the impact of higher percentage bonuses on FTDs?
Karhu: The impact is substantial. We’ve seen that casinos offering bonuses of 200% or more often achieve far higher click-through rates and conversions on affiliate platforms like Bojoko. We analyze the impact when a casino changes its offer, and what we see, on average, is that a casino that moves from a bonus of 100% to 200% will see an impact of around 5-12 extra FTDs per month, just from us. This is also likely to be amplified across our competitors as well.
What’s particularly interesting is that these bonuses attract motivated players. Every month, thousands of UK players actively search for bonuses of specifically 200% or more. Looking at our internal stats, we see that hundreds of Brits visit Bojoko’s page to find and compare casinos that give them 200% on their first deposit. This is a highly motivated player group that wants to find these kinds of offers immediately. A high ranking on this list will boost your FTDs, but even lower rankings can do the trick.
TheGamblest: Why do higher percentage bonuses work so well on affiliate platforms like Bojoko?
Karhu: As I mentioned earlier, millions of UK players go to affiliate platforms like Bojoko to compare offers before choosing where to play every year, and they mostly see the same thing: bonuses of 100%. You can’t blame players for looking for the best value, and higher percentage bonuses naturally stand out in comparison lists.
When a player scrolls through a list of welcome offers where everything is 100%, anything different stands out. I think many casinos opt for adding free spins to break the monotony, but that doesn’t work. What does have a bigger impact is players seeing 200% or 300% match bonuses on these lists. They jump out immediately. It signals something different—something more generous. The visual impact alone drives curiosity and clicks, which then translates into higher sign-up and FTD rates.
However, as I mentioned, many players are also actively searching for these offers, and to answer your question more concisely, they do well on platforms like Bojoko precisely because we are comparison platforms. Players come to us to see what the best offers are; they see them, and they choose them. There is no huge mystery. As I have spoken to you about before, players want to use trustworthy third-party platforms to fact-check brands and make more informed decisions.
What may surprise some casinos is that you can actually promote bonuses of 200% and more with stricter terms, as many players still deem them worth it. Players understand that there has to be a balancing act, but that won’t stop them from looking for the best offers with the most lucrative terms.
TheGamblest: How can casinos tweak their bonus strategies to include higher percentages without risking profitability?
Karhu: The key is balance. Higher percentage bonuses don’t need to be paired with massive maximum amounts to be effective. For example, a 200% match up to £50 is still incredibly appealing to players while keeping the cost manageable for the operator.
Casinos can also fine-tune the terms of these bonuses to ensure profitability. Adjustments like reasonable wagering requirements, time limits, or game restrictions help maintain control while keeping the offer attractive. It’s important to avoid overly complex terms, though—players value transparency, and anything that feels like a “trap” will undermine trust.
At Bojoko, we see that the most successful higher-percentage bonuses strike a balance between perceived generosity and realistic limitations. It’s about giving players a great experience without overextending the casino’s resources.
TheGamblest: What advice would you give casinos that want to capitalize on players’ love for high-percentage bonuses?
Karhu: Start by experimenting. If you’re currently offering a 100% bonus, try raising it to 200% or more, with a reasonable cap, like £50 or £100. Monitor how this change affects click-through rates, FTDs, and player retention. In most cases, you’ll see a noticeable improvement.
Make sure the terms are clear, fair, and easy to understand. Higher percentage bonuses attract players, but complex terms can drive them away just as quickly. Transparency builds trust, and trust drives loyalty.
Finally, leverage affiliate platforms like Bojoko to maximize your visibility. If you are worried about your budget, you can also do an exclusive run with a set of affiliate sites, where only those you deem to bring in the most value advertise you with 200%. In this way, you can very easily assess the changes in traffic and value for each of us.
