How can operators transform their welcome bonus into a truly irresistible offer? In a market where players are savvier than ever, the mere repetition of old bonus formats simply won’t cut it.

What does it take to create a bonus that attracts sign-ups and builds lasting trust and loyalty? And how can operators balance the excitement of a high bonus with the need to promote responsible gaming?

In today’s interview, we delve into these questions with Bojoko’s Joonas Karhu. With years of experience analysing trends and advising operators on effective marketing strategies, he is one of the most notable experts around. He also has access to Bojoko’s FTD and engagement metrics, which store incredible insights on how casinos can boost player acquisition and drive long-term engagement. 

When it comes to designing an appealing bonus for UK players, the 100% bonus is a standard offer. But how can operators make it more attractive to new players and retain existing ones? What strategies have you found most effective?

The 100% bonus is a tried-and-true offer, but as the market matures, we need to consider ways to make it stand out. The offer does not stand out and no longer has the same marketing appeal as it once had. Don’t get me wrong, we have a page specifically for 100% bonuses, and there’s still plenty of activity there. Hundreds of Brits are searching for casinos with 100% bonuses, but that is not an incredible number for a country with so many casino players.

If you want to stay with a 100% bonus, you should consider making some tweaks to appeal to players in other ways. A great first step is lowering the wagering requirements. Players don’t want to feel trapped by unattainable terms, so offering lower wagering requirements—or even better, a wager-free bonus—is a real game-changer. When players see that they can withdraw their winnings without a large multiplier, it immediately boosts the appeal. Low and no wagering requirements have strong followings in the UK and can lead to a clear boost in FTDs.

That said, don’t ignore the potential of changing the percentage as well. Many operators stop at 100%, but increasing the bonus to 150% or even 200% can provide an instant competitive advantage. We’ve found that going above 100% can significantly increase FTD numbers. It’s all about offering greater value upfront, which in turn encourages players to sign up and deposit.

Can you tell us more about how lowering or removing wagering requirements can make bonuses more attractive?

Lowering or obliterating wagering requirements is one of the most customer-friendly strategies an operator can implement. Players are becoming increasingly wary of complex terms, and a wager-free bonus speaks directly to their needs.

We are seeing quite a high search intent for these offers, and for affiliates like Bojoko, it is very easy to get your brand noticed if you jump on these trends. 

You mentioned increasing the bonus beyond 100%. In your experience, how does going up to 150% or 200% impact the acquisition of new players? Is this a sustainable strategy in the long run?

Yes, increasing the bonus percentage is one of the quickest and most effective ways to boost FTDs. It’s not just about attracting players; it’s about ensuring they feel they’re getting something extraordinary. When you go beyond the typical 100%, it’s often the nudge players need to take action. They’re more likely to sign up because they feel like they’re receiving an exceptional offer.

In terms of sustainability, it’s important to balance the size of the bonus with the overall marketing budget and long-term player retention strategies. For instance, bonuses beyond 100% can drive a surge in new sign-ups, but it’s essential to pair that with solid retention tactics. Once you’ve successfully attracted the player, you must keep them engaged with ongoing offers, exclusive rewards, and seamless gaming experiences.

If you prefer to stick to 100%, can offering bonuses like this extend beyond traditional casino games have an effect? 

Absolutely. For instance, bonuses for live casino games have often been overlooked. A 100% bonus for live casino games drives excitement. Most bonuses are mainly for slots, so any bonuses that are either leaning towards table games or live dealer games can be a quick in with these niches. 

Be mindful that the RTP is often much higher for these games; however, take precautions regarding how these offers are structured.

What is your final takeaway for operators looking to transform their bonus offers into a real game changer?

The key is to look at what players are actually interested in and searching for. Speak to your affiliate partners and get their insights on what bonuses convert the best and which bonus pages send the most traffic. This way, you can let data drive your hunt for new FTDs rather than trust traditional offers that aren’t as they once were.