Interview with Bojoko’s Joonas Karhu on the Power of Getting the Fundamentals Right

The UK iGaming industry has some of the highest standards in the world, thanks to its tight regulations and highly competitive market. However, this does cause consistent issues for operators wishing to stand out or become the best.

We spoke with Joonas Karhu, Co-founder of the hugely popular iGaming comparison site Bojoko and a long-time expert in the iGaming space, about what defines a truly outstanding casino in today’s competitive market. In this interview, Karhu shares his insights into what players are looking for and why platforms like Bojoko play an increasingly important role in helping them choose the right casino.

The UK gambling market remains one of the most regulated and challenging markets in the world. How do you see its position today?

The UK is still the biggest iGaming market in the world, even if the US is right behind it. By some accounts, it may have already surpassed it. Regardless, even with the regulations, this is a market you want to be in.

The numbers are enormous. The sector is worth billions annually, and growth has remained strong, which shows just how resilient and in-demand the industry is.

Yes, the UK Gambling Commission, as well as ASA and CAP, have strict standards, but this is just part of the puzzle. Players themselves are very knowledgeable, too. They expect fast service, fair treatment, responsible gaming tools, and a smooth overall experience. That combination, high regulatory oversight and high player expectations, pushes operators to keep raising the bar, and in the long run, it makes the whole market healthier, more competitive, and ultimately more sustainable.

What makes a casino truly stand out?

It really comes down to getting the basics spot on and making the whole experience feel effortless for the player. Payments must be quick and smooth; people expect fast deposits and even faster withdrawals, with plenty of trusted options, with e-wallets and pay-by-phone bill methods being particularly popular. Players no longer want to wait several days for their winnings. Many expect to receive payouts within just a few hours.

The game selection needs to be exciting, too. It’s not just about having the big names; players want a mix of popular hits and fresh titles from up-and-coming studios. New games keep things interesting and show that the casino is serious about giving players variety.

Then there’s how the site actually runs. Players won’t stick around if a casino is slow to load, clunky on mobile, or confusing to navigate. A clean, fast, mobile-friendly design makes a huge difference.

Of course, customer support is massive. Players value a 24/7 live chat with people who know the product and can solve issues quickly. Good service builds trust, and trust is everything in this market. The more trust you can build, for instance by sharing your RTP, the better.

Then, you have the bonuses, from the welcome bonus to repeating offers, loyalty schemes, and more. But that part probably goes without saying for most operators. Bonuses are one of the main ways casinos strive to gain attention, but it really isn’t the only thing players care about. At the end of the day, players just want things to work smoothly, quickly, and without hassle. If a casino can nail that consistently, it’s already way ahead of most.

Bojoko has positioned itself as a player-first comparison platform. What role do platforms like Bojoko play in helping players navigate the crowded market?

There’s no shortage of choice for players today, and finding the right casino can be time-consuming without some help. That’s where comparison platforms really come in. At Bojoko, our goal is to make the selection process quicker, clearer, and more transparent. We offer real player reviews, detailed expert insights, and smart filters that let users find what they’re looking for: faster payouts, specific games, or particular bonus types.

Instead of players having to test dozens of sites themselves, they can rely on tried and tested recommendations. A great example is Bojoko’s top 50 casinos, which highlights the best casinos selected through strict quality benchmarks, detailed expert analysis, and real performance data, ensuring players find only the most trusted and top-performing sites. It saves time, avoids frustration, and helps players make much more confident decisions.

From an operator’s point of view, what advice would you give to new casino brands entering the UK market?

I would say get the fundamentals right first. Make sure your licensing, compliance, and responsible gambling measures are absolutely solid. Then, invest heavily in creating a fast, seamless product with a strong mobile experience. Players notice small things like site speed and transaction times more than ever.

Customer service can’t be an afterthought. Today’s players expect to be treated well and quickly get help if anything goes wrong. And most importantly, listen to your players. If you stay focused on giving them what they genuinely want, and you’re honest about what you offer, you’ll build trust, and that’s what really drives long-term success.

Once the basics are down and you have a great product, ensure that you are partnered with all the major affiliates working in the UK. For small brands in particular, this is where most of your new players will come from for small brands in particular. Feel free to reach out to our team to get insights on how to attract more players as well, as there are many easy tweaks you can make to excel.