Christoffer Odegarden Head of Casino at Bojoko

The UK iGaming market is renowned for its size and the rigorous regulations that govern it. Navigating these waters requires expertise and adaptability, qualities embodied by Christoffer Ødegården, Bojoko's Head of Marketing. In this interview, Christoffer discusses the challenges faced by affiliates advertising casino sites online in this saturated market, the critical role of compliance, and the innovations that help Bojoko stay relevant and competitive.

The UK market is known as the largest iGaming market in the world. What unique challenges do you face in this highly competitive landscape?

The UK market is indeed a tough one. The biggest challenge for many smaller affiliates is the strict regulatory environment. It is hard to compete unless you are our size, as casinos are directly responsible for your listings and will pay the fines if you are not compliant. This meant that as we were starting up, we had to prove our responsiveness. We also have to actively set aside time and resources to ensure that our casino reviews and toplists do not have outdated information. If you can not prove that you have this capability, casinos may struggle to trust you.

Another challenge for such a saturated market is the level of competition. We face fierce competition from other affiliates, so we must constantly innovate to stand out. Casinos face an even more extreme level of competition, and it is not uncommon for new casinos to close after a few years. This adds extra uncertainty about the deals we make. Additionally, the saturated market and heavy regulations mean that many casinos think twice before entering, leading to fewer new casinos opening and, thus, fewer new brands to show to our readers.

With such strict regulations, how do you ensure Bojoko remains compliant while appealing to affiliates and players?

We have a dedicated team that works closely with our partners and tracks regulatory changes to ensure that our marketing efforts are always compliant. We also focus on creating high-quality content that genuinely helps players make informed decisions, which builds trust and keeps us compliant. A large portion of the regulations are simply about being transparent and not doing anything to promote problematic gambling. This is a good thing in my mind, as it helps keep our industry healthy and places the player first. This was already a part of our value proposition and was not a hurdle to climb for us.

How has the rise of responsible gambling initiatives impacted your marketing strategies in the UK?

Our website, Bojoko.com, was started with the premise that it was by players, for players, and that we would always put the player first. This meant that what is now deemed responsible gambling was always at the heart of what we do. It's not just a regulatory requirement; it's the right thing to do. At the end of the day, the main things that have changed for us are a few word choices and some technical solutions in terms of how we display T&Cs, what logos and links to add to support services, etc. Essentially, as long as you put the players first and act in their interest, with accurate and precise information, you will be compliant. Of course, some small print can seem entirely up to interpretation, but in these cases, just be extra careful.

The UK market is known for its maturity. How do you manage to innovate and stay relevant in such a well-established space?

Innovation is all about understanding what the players want and then delivering it in a way that exceeds their expectations. We invest heavily in user experience, constantly refining our platform to make it more user-friendly and engaging. One way we boosted our presence was to develop our quick filters, which place power in the hands of the users and allow them to trim down any list on our website until they are left with the brands that match their exact criteria. Anything you can do to make research easier for the players will be rewarded.

We also monitor trends, such as the growing demand for mobile gaming, and adapt our strategies accordingly. In a mature market like the UK, it's about finding the sweet spot between staying true to your brand and evolving with the times.

What trends or changes do you anticipate in the UK iGaming market, and how is Bojoko preparing for them?

Thanks to the UK government's white paper, we know all of the likely upcoming changes. The question is only which initiatives will be introduced as suggested and which may be altered or dismissed. The UK market will continue to be shaped by regulatory changes, particularly around player protection and financial checks. This will be mainly in the hands of the casinos rather than affiliates, but we will, of course, do our bit to educate players about the changes.

The rollout of the suggestions from the white paper, including more contentious elements such as betting limits on slots, will likely dominate the conversation for quite some time, and I do not foresee significant changes besides what has already been advertised in the near future.