Severi Haverinen marketing manager at bojoko

Standing out in the UK’s increasingly competitive online casino market takes more than flashy numbers. With growing regulatory pressure and increasingly informed players, operators are rethinking how they structure and promote their offers,particularly when it comes to high-percentage bonuses designed to attract attention and drive first-time deposits.

Comparison platforms play a key role in this sector, as they can offer detailed reviews and curated bonus breakdowns, giving users clear insights into what works and what doesn’t. To unpack how these large bonuses work in practice and how they fit into a modern marketing strategy, we spoke with Severi Haverinen, Marketing Manager at Bojoko.

In this interview, he will discuss the insights and data they have gathered from Bojoko’s list of 500% casino bonuses and offer his thoughts on whether operators should adopt bonuses that far exceed the typical 100% range.

500% bonuses are rare in the UK. From a marketing perspective, why do casinos offer them at all?

You’re right, they’re rare, and that’s precisely why they work. A 500% bonus stands out immediately and quickly gets players' attention, especially those comparing sites and looking for standout deals. These offers are often used by new or relaunching casinos that want to make a strong first impression, but we’ve also seen more established brands use them when they want to re-engage their audience or bring new energy to a campaign.

They’re usually limited-time promotions aimed at boosting first-time deposits. That initial spike can be valuable, as long as a solid product and user experience follow it to keep players returning.

What kind of operators should be considering this?

Anyone who needs momentum. If you’re launching, re-entering the market, or just coming off a slow quarter, this can get things moving. But here’s the catch. If your product experience is weak, you’ll just churn more users. The 500 percent bonus will get them in the door. But if the KYC flow is broken or the game offering is flat, they’ll be gone in hours.

How does this impact the bottom line? Does it actually pay off?

It can, but only if you manage it like a performance campaign. Don’t treat it like a brand-building exercise. You’re front-loading acquisition cost to drive volume, and the value has to come from the back; the value must come from these campaigns, and the number of first-time depositors is through the roof. If your terms and conditions are planned out well, there should not be an issue, though ensure that customer retention is on point. If you can push these users to second and third deposits, you have truly succeeded.

Offering huge bonuses like this is not always a loyalty play but a traffic generator. Think of it like a spike campaign, though it can be a foundation for long-term engagement if appropriately planned.

What have you learned about how players respond to these offers?

They act fast. They deposit quicker, they play harder, and they tend to make up their minds fast. These aren’t slow-burn users. So you need to be ready to engage from the moment they land. That means sharp onboarding, immediate value, and a clear next step once the bonus is live.

Also, the highest-performing versions of these offers are usually capped. For example, 500% up to 40 or 50 pounds. The offer is still attractive to players, but you, as an operator, are not putting a lot on the line.

How should operators structure this kind of offer to keep it efficient?

Keep the bonus size low and make the claim process frictionless. Keep terms clean and visible. Don’t try to bury the fine print or overcomplicate things. Also, don’t put it in a vacuum. These work best when you know your retention strategy is on point. Make sure there is enough going on so that a decent portion of your first-time depositing players will want to stick around.

What role do affiliate platforms like Bojoko play here?

We have a great deal of control over how players discover these offers. Yes, they may stumble on them through ads or paid search, but generally, they land on a comparison site and check our lists, use our filters, etc. Checkability is worth more than most operators realize. Even if your brand is unknown, you will get traffic if the offer is bold and the listing is clean.

What’s your advice to an operator deploying a 500% bonus for the first time?

Line up your funnel, from acquisition to conversion to retention. Get your internal teams aligned. Make sure support is ready, KYC is smooth, and the experience lives up to the promise. These offers will generate attention. If you waste that with slow onboarding or unclear communication, you’re lighting your own traffic on fire.

Also, make sure your post-acquisition plan is in place. You’ll have a burst of new users. Have something ready to move them into your second offer or your email drip. Don’t sit on your hands once the bonus hits.