The United Kingdom has one of the world’s most competitive and tightly regulated gambling markets, which presents both an opportunity and a challenge for new online casino operators. The market is already saturated, and TV and radio are mainly taken up by the biggest brands. This makes advertising rough for everyone except those with the deepest pockets.
One of the most effective and used channels for new brands is affiliation, and in this space, Bojoko is one of the leading names. This is why we contacted Christoffer Ødegården, who heads their marketing department, to hear about how new casino brands can impact the UK.
In this conversation, he will explain how Bojoko became the place where British players find new casinos and share his insights on player preferences and behaviour. According to him, players in the UK have become increasingly selective, and casinos must be ready from day one.
Leveraging Affiliate Networks from Day One
Rather than relying solely on traditional marketing or paid acquisition, Ødegården emphasises the importance of affiliate partnerships as a critical launch lever. “Affiliate platforms act as a bridge between new casinos and audiences already looking to try something new, but only if it meets their standards. If you don’t have presence here, you just won’t get a lot of new members.”
He explains that these platforms aren’t just directories. They’re engines of trust. “Users don’t come to Bojoko just to scroll through logos. They come for verified reviews, detailed comparisons, and insights from real players. For a new brand, that kind of third-party validation is invaluable. ”
Ødegården clarifies that by launching partnerships with established affiliate networks, casinos can bypass the cold-start problem and access a qualified, conversion-ready audience. “It’s one of the fastest ways to get visibility. Players search for new casinos, they go to our overview, and they see you. It is that simple.”
Standing Out Through Experience, Not Just Offers
In a space saturated with welcome bonuses and flashy promotions, Ødegården cautions against relying solely on offers to capture player interest. “Bonuses are important, but they’re not what keeps players around. They’re an introduction, not a relationship.”
Instead, he points to user experience and site performance as overlooked areas of differentiation. “Payment methods, processing times, mobile optimisation, navigation, and other features are far more important than many realise. If you forget the fundamentals, you won’t keep the players you gain for long.”
Compliance Isn’t a Barrier — It’s a Competitive Advantage
While some new entrants see the UK’s regulatory environment as a hurdle, Ødegården sees it differently. “Yes, it’s strict. But that’s what gives responsible operators an edge. When players see you’re upfront and compliant, they’re more likely to deposit, play, and stay.”
Ødegården encourages new brands to consider compliance a feature, not a constraint. “If you treat it like an afterthought, it will hurt you. But if you integrate it into your product and messaging from day one, it becomes a trust signal.”
Additionally, Ødegården stresses the heavy fines non-compliant operators face. Anyone attempting to use dodgy terms or not look out for their players’ best interests can and has faced millions upon millions of pounds in fines. Staying compliant is a way to protect your business.
Using Data and Player Insight to Guide Early Decisions
Part of Bojoko’s success, Ødegården explains, has been its commitment to data-driven refinement, something new casinos should emulate if they want to gain traction quickly.
“Tracking how players behave, which bonuses they jump on, what games they play, how long they stay, and where they drop off gives you real feedback on your product. And the earlier you collect and act on that data, the faster you can iterate.”
New casinos using affiliate platforms have the advantage of rapid feedback loops. “When you launch on Bojoko, we can compare how you are doing to other casinos and make data-driven assessments based on your features. For instance, certain payment methods boost sign-ups and deposits immediately, so do high percentage bonuses and options to deposit 10 pounds or less. We can quickly analyse and advise what will get you more depositing players, and we are happy to share these insights.”
Long-Term Wins Over Short-Term Hype
When asked what sets successful new casinos apart in the UK, Ødegården doesn’t hesitate. “It’s not the biggest bonus or the flashiest site. It’s the ones that earn trust, deliver consistently, and learn quickly.”
He concludes that while the UK market is difficult to penetrate, it is still one of the best environments for operators who are serious about quality and long-term growth. “If you show up ready, with the right partners, a clean product, and a clear value proposition, the UK market will reward you.”
