Exclusive bonuses have long been a key differentiator for online casinos, allowing operators to stand out on affiliate websites. However, in recent years, many British operators have moved away from offering these bonuses despite their potential to attract players. These exclusive bonuses, available only via select affiliate platforms, can give casinos a competitive edge by providing a tailored incentive to affiliates to boost their player acquisition.

To discuss the potential of exclusive bonuses and their impact on casino performance, we spoke with Christoffer Ødegården, Head of Marketing at the popular UK affiliate Bojoko.com. They are one of the biggest in the British market and have one of the more extensive lists of exclusive casino bonus offers available to their users. In this interview, Ødegården sheds light on the strengths of exclusive bonuses, the importance of balancing them against your budget, and which deals work the best.

It seems like exclusive bonuses through affiliate platforms have become less common among British operators. Why do you think that is?

Many British operators have indeed been moving away from offering exclusive bonuses through affiliate sites, and there are a few reasons for this. One major factor is the increasingly tight regulation in the UK market, which has made operators more cautious about more significant investments in the market.

However, the market is now more predictable, and operators might overlook an opportunity by moving away from these exclusives. Although only a few hundred Brits actively search for exclusive bonuses each month, those who do are highly engaged and specifically looking for something different. Affiliates like Bojoko offer a platform where these bonuses can shine, capturing a segment of the market that’s actively seeking tailored offers.

What are the key benefits of offering exclusive bonuses through affiliates, especially in such a competitive market?

Offering exclusive bonuses via affiliate platforms brings several advantages. First and foremost, it allows casinos to have more control over to what extent they stand out in toplists and bonus comparison pages.

Affiliates provide targeted exposure to players who are already primed for action. Exclusive bonuses, which can be tailored to be more competitive than the regular offers listed next to them, increase the likelihood of converting visits into first-time depositors (FTDs).

By offering a better bonus through affiliates—whether it’s lower wagering requirements, more free spins, or a higher match—casinos can outperform competitors and secure more FTDs.

We also have a page dedicated to highlighting all the exclusive bonus offers we have available. Giving Bojoko an exclusive bonus guarantees your placement here. This gives you an extra page to be listed on and gain FTDs from.

How many British gamblers are searching for exclusive bonuses?

The number is in the hundreds, which is solid but not huge. However, while the number of Brits actively searching for exclusive bonuses may seem small compared to the wider market, they represent a highly engaged audience. These players are seeking out bonuses that stand out and offer better value. By capturing this group through affiliate channels, operators can convert a niche audience into loyal players.

Additionally, as I mentioned, offering exclusive bonuses through affiliates like Bojoko is about more than just catching players directly searching for unique deals. Even if the immediate traffic from players searching for exclusive bonuses isn’t massive, these bonuses help position casinos higher in toplists and bonus comparison pages. This increased visibility can drive more traffic to the site, not just from those looking for exclusives but from general visitors who see the casino ranking higher due to the attractive bonus offers.

How can casinos best create exclusive bonuses that are competitive and compliant with UK regulations?

The key is to ensure that the bonuses are both appealing and responsible. One thing to remember is that when you set up an exclusive offer, you can change everything. It doesn’t need to be your regular bonus, your regular terms and conditions, and then a few extra bonus spins. These offers rarely do that much better than your standard deal. However, this freedom to tweak everything means that you can also, for instance, offer a bonus of 200% up to a lower amount or with a higher wagering requirement.

Our data has shown us that if a casino increases its bonus to 200%, it can expect a decent boost in FTDs, no matter how small the bonus amount is. Wagering is also not as important here. Players flock to offers above the 100% baseline. Casinos can do many other things to boost their FTDs, and we have discussed some of them before, but exclusive bonuses are an excellent way to get quick wins.

At Bojoko, we also encourage operators to refine their exclusive bonuses until they get the boost they want. Many smaller casinos want more traffic but not an extreme increase, as they have not budgeted for this. Therefore, balancing the offer with the value you are getting, coupled with long-term planning, is key.