Bojoko’s lead content manager breaks down their ranking factors

As one of the UK’s leading casino affiliate platforms, Bojoko has set a high standard for transparency and player-focused rankings in the online casino space. Behind these rigorous rankings is Ville Saari, Bojoko’s Lead Content Manager, who has over a decade of experience in the industry and oversees their team of gambling experts.

In this interview, Saari shares insights on what goes into Bojoko’s ranking system, how their selection of the 10 best online casino sites in the UK is curated, and how casinos can improve their ratings and exposure.

NEXT.io: How does Bojoko approach ranking UK casinos. What are the main criteria your team focuses on?

The basis of our rankings and all we do as casino experts and content managers always comes down to what is relevant and useful to real players. Our ratings and rankings highlight what casinos deliver and what the average player cares about.

Key factors include bonus terms, game selection, payment solutions and withdrawal times, transparency, and ease of use. UK players have high standards, and we aim to reflect that by recommending casinos that offer value and make the player’s journey smooth and enjoyable.

NEXT.io: What challenges do UK casinos face in catering to different player types, and how does Bojoko’s ranking system account for this?

The UK market is diverse, with players ranging from casual gamers to high-stakes enthusiasts, and catering to all of these audiences can be challenging. At Bojoko, we aim to highlight casinos that offer something for everyone.

A strong casino should be able to appeal to players regardless of their budget, favourite games, or the payment methods they prefer. It should have different bonuses that appeal to different groups, and the more niches it caters to, the better it tends to fare.

Of course, a single niche interest does not influence our views too much on its own. You will not get a terrible score because you do not allow players to deposit with a Paysafecard. However, many British players like depositing with a Paysafecard, and it does matter to them. Niches stack up, and if you have limited payment options, you are instantly irrelevant, or at least less relevant, to many players.

Another example is game variety. All it takes to get a solid score here is to partner with the essential, the ones everyone expects you to have.

Not having NetEnt, for instance, will be a big red flag, as is not having a decent selection of live casino game shows, while not having a small, recent developer with 9 games won’t matter that much. However, if you have the essentials and build on them with smaller or more niche game studios, there will be a boost.

Then there are more or less universal things, regardless of your taste and play style. Fees are always negative, long withdrawal processing times are negative, and clunky design is negative. Meanwhile, low wagering requirements are great for everyone, and responsive and helpful customer support that is available 24/7 is great for everyone. All of these factors are taken together.

If your casino wishes to be ranked on our list of the 10 top casinos in the UK or anywhere near the top of our lists, including lists of casinos with more niche features, it has to check many boxes.

NEXT.io: You also have a ranked list showcasing the best of the best. How does Bojoko’s top 10 casinos list reflect these criteria?

They do not just reflect the criteria; they embody them. This is a hand-picked selection that has been carefully curated and reworked. These brands have to excel across all our evaluation categories. A casino on this list has to exceed industry standards, offering exceptional gaming experiences, generous bonuses, and robust security measures. 

We regularly update this list to reflect the latest developments and ensure players have access to the best options available. It is not static. If a casino improves or changes a bonus for the worse, there will be quick shake-ups – though this tier is very hard to reach. You simply need to be the best across the board. 

NEXT.io: How can UK casinos leverage affiliates like Bojoko to increase their visibility and attract more players?

Affiliates like Bojoko play a key role in connecting players with casinos that meet their expectations. In a market as saturated as the UK, it can be challenging for casinos to stand out, and affiliates provide them with a platform to reach a highly targeted audience. 

Players come to Bojoko to compare casinos, often looking for specific features. If a casino offers standout promotions or excellent live dealer options, we make sure to highlight that. You will instantly be present on all lists relevant to your offerings, though, and this is important; we do not sell positions at Bojoko.

Our rankings are based on our expert evaluations, as well as their popularity among our users. If you have a rating you are not happy with or are ranked lower than you would like on a particular list, the way to change that is to change your offerings. For instance, you could add more payment methods and games or alter your bonus or terms to make them better for players.

While the casino expert team does not speak directly to the casinos, it is another team’s responsibility to safeguard the integrity of our reviews. Our affiliate team is always on hand to provide insights into what British players are looking for. If you would like to find the quickest wins to improve your brand and attract more players, simply speak with your Bojoko contact, and they will be able to provide feedback.

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