UK bonus offers regulations

With new UK regulations on bonus offers looming on the horizon, we spoke to Lauri Hannelin, SEO Manager at Bojoko, to better understand what the changes will mean for both players and operators. From the shift towards low-wagering bonuses to the mixed-product ban, Lauri shares how these updates could redefine bonus diversity and strategy in the UK market.

Lauri, how would you summarize the core changes to UK bonus rules that operators should be preparing for?

The most significant changes involve the capping of wagering requirements and the ban on mixed bonuses. So we’ll be seeing more offers with lower wagering conditions, opposed to the 30x or 40x that used to be common. On the flip side, operators will no longer be allowed to combine different types of bonuses (e.g., spins and matched deposits in a single package). That mixed-offer ban will limit how flexible offers can be.

How will this shift impact the quality of bonus offers from a player's perspective?

From the player’s side, lower wagering is a good thing. It makes bonuses easier to understand and easier to complete. That transparency is valuable. But there’s a trade-off. Without the option to mix bonus types, offers might become more one-dimensional. For instance, you might only get spins or only a matched deposit, not both. Let alone including bingo or sports bonuses. So while the friction decreases, the overall value of a single offer may feel reduced.

Do you expect operators to focus more on low-wagering bonuses now?

Absolutely. We’ve already seen a trend toward this, but with the new regulations, it’s going to accelerate. Bonuses with 1x–10x wagering requirements are far more appealing to players as well. They’re also more SEO-friendly in a sense. Users search for terms like “no wagering” or “low wagering,” and more bonuses will now better match that intent.

Players can already find detailed information and compare low-wagering casino bonuses on Bojoko, where offers are listed with clear terms and verified wagering details. The list will be growing as new regulations take place.

And what about the ban on mixed bonuses? Will it limit creativity?

It will, yes. Mixed offers allowed operators to create more engaging and flexible promotions that appealed to different types of players. Those who like free spins and those who prefer bonus money could all get something. With that gone, operators will need to rethink how they differentiate their promotions. You’ll see more segmentation: some sites will go all-in on spins, others on low-wager cash bonuses. It’s likely to reduce variety but also create clearer niches.

From an SEO perspective, how are you preparing for these changes at Bojoko?

We’re focusing on bonus categorization. Our filters will become even more valuable. We’re also reviewing how we structure content around bonus terms and promotional clarity. Since bonuses will become more simplified, it will also be easier to create cleaner, more informative listings that match user expectations exactly.

Do you think this will ultimately benefit or hurt the UK market?

Long-term, I think it benefits the market. It aligns with a wider push toward responsible gambling. Offers will be clearer, players will know what they’re getting into, and comparison platforms like Bojoko can do a better job of showcasing transparency. The short-term impact might be fewer flashy offers, but more trust. And that’s worth a lot.

How should operators adapt their bonus strategies in response?

I’d advise operators to double down on clarity, not volume. A well-structured 10x wagering bonus can outperform a convoluted 200% offer with high restrictions. Also, work closely with your affiliates. Make sure they understand the offer, its limitations, and how to present it honestly. The tighter the communication and compliance, the stronger the results.

Finally, any predictions for how this will shape the UK bonus landscape in 2026?

We’ll see a polarisation. Some brands will specialize in ultra-simple, low-wagering bonuses, while others might move toward gamified perks or personalized promotions instead of traditional bonuses. What’s certain is that operators can’t just throw out big numbers anymore and hope for conversions. The bonus market will get leaner but smarter.