Bojoko’s Joonas Karhu on What Makes a Bonus Code Successful in iGaming

Bonus codes are a widely used method of attracting and retaining customers across many industries, and iGaming is no exception. These promotions have long been part of the online casino experience, offering players incentives to sign up, deposit, and stay engaged. Their effectiveness, however, is often discussed, with some questioning whether they continue to meet the expectations of today’s players.

To gain deeper insight, we sat down with Joonas Karhu, Co-founder of Bojoko, an award-winning comparison site. Drawing on insights from Bojoko’s popular list of up-to-date casino bonus codes for UK players, he talked about how player expectations are changing, what makes a bonus campaign stand out, and how transparency is shaping the future of bonus-driven engagement. 

Q) How are bonus codes currently performing as a player acquisition tool, and what trends are you seeing in user behavior around them?

Bonus codes are still effective, but the way players use them has definitely matured. A code still has that feeling of unlocking something extra, something a bit exclusive compared to a standard offer. But today, players expect that to come with clarity. If a code feels tricky to redeem or hides important conditions, they’ll move on quickly.

What we’re seeing is that preferences are dividing into clear groups. Some players actively seek codes that unlock free spins, while others are drawn to low-wagering deposit matches, and some prefer seasonal offers tied to specific events. A significant part of the value lies in how well the offer aligns with what the player is looking for at that moment.

Q) From a performance perspective, what separates a high-converting bonus code campaign from one that flatlines?

It’s not always about the size of the bonus. What matters is how easily the code can be claimed and whether it matches what the player actually wants. A smaller code with clear terms that can be redeemed in just a few steps often outperforms a big but complicated offer.

Format plays a big part in that. Bonus codes can feel rewarding and exclusive, but only if they’re easy to find and apply. And timing the bonus code correctly can make a significant difference. When it’s tied to a special event, a tournament, or the launch of a new game or casino, it feels more relevant in the moment and taps into player excitement, often leading to better results. 

Q) How does Bojoko decide which casino bonus codes to highlight?

For us, it starts with player value. We examine whether the bonus you receive with a code provides players with a fair chance to enjoy the offer without being hindered by hidden conditions. If the offer meets our standards and delivers genuine value to the player, then we highlight it.

We also consider how clearly the offer is presented. If a bonus code requires too many steps to claim or isn’t explained in a straightforward way, we’re unlikely to prioritize it. The idea is simple: the codes we feature should be both appealing and easy to understand, so players know exactly what they’re getting before they click.

Q) How has regulation affected the way bonus codes are displayed?

Regulation has made transparency essential. In the UK, where gambling rules are particularly strict, the UKGC requires that promotions be presented clearly, fairly, and in a way that’s easy for players to understand.

At Bojoko, we’ve always worked this way; showing key terms like wagering requirements, time limits, and restrictions upfront. The recent regulatory push has simply brought more of the industry in line with that standard, which is a positive step for players.

Q) What new trends are you seeing with casino bonus codes?

We’re seeing bonus codes evolve, with operators trying different formats to keep them fresh for players. Some of the things being tested include time-limited codes, tiered rewards, and offers tied to new game launches. Some of these approaches resonate with players, others less so.

The key factor is whether the offer remains clear and fair. Our job is to cut through the noise and make sure every code we showcase is easy to redeem, clearly explained, and comes with no surprises for the player. That way, bonus codes become tools that provide genuine value and support long-term success for both players and operators.

Q) What advice would you give to operators looking to improve their bonus code strategy?

Keep it simple and keep it relevant. A smaller code with fair terms will usually do better than a big one that comes with unrealistic conditions. Players are too savvy now to be fooled by flashy numbers that don’t add up.

Reducing friction is just as important. The fewer steps between the player and their reward, the better. If redemption is smooth and the terms are upfront, players trust the offer. And in this business, trust is what creates loyalty, and loyalty is far more valuable than chasing a quick win.