Players don’t just sign up through ads or affiliate toplists; many read reviews before they make their final choice. The question is, what is it that sways them to sign up? Is it just glowing words, or are they more concerning than that?

In this interview, we speak to the man in charge of the review practices at the popular UK affiliate Bojoko.com, Ville Saari. In his view, players reject glow-ups and value consistency and honesty.

Bojoko has an editorial hardline: What their casino expert says goes, and they do not change ratings or views; everything has to be transparent. However, Saari stresses that they offer tips to their affiliate partners on how to improve their offerings and reviews. Today, we will share some of these insights with you and how their review process actually works.

Let’s start with the basics. How does Bojoko make its reviews stand out in such a crowded market?

From the very beginning, Bojoko has operated on a simple principle: transparency first. While there are many review sites out there, not all of them prioritise real testing or unbiased information. 

The main thing that separates us is not necessarily our review structure or what we cover but rather our process. Each brand we list is vetted and tested by one of our casino experts. They have actually played at the casino. This first-hand experience can be seen throughout our reviews, and the added care adds trust from our readers.

Transparency is obviously a core theme here. Why is it so critical in the world of online casinos?

Players are often depositing large amounts of money. Sure, they love to gamble, but at casino games, they do not know whether the site is trustworthy or not. More than that, transparency is not just about saving players from scams but also about making them aware of the pluses and minuses of a site. Slow withdrawals, weak game selections, and bad terms and conditions are things that can ruin the fun quickly. 

Clear, accurate information helps players make informed choices and builds long-term trust in the industry. If a casino is doing things the right way, it should have no problem with transparency—and if it’s not, players deserve to know.

Let’s talk tools. Bojoko’s comparison features and calculators are designed to help players cut through complexity. How do they work in practice?

The comparison tool is all about personal preference. We give users the ability to filter and compare casinos based on what matters most to them—whether that’s payment methods, game selection, wagering requirements, or bonuses.

Then we have tools like the bonus calculator and cashback calculator. These are useful for understanding the actual value of an offer. Instead of just seeing a flashy “100% up to €500” headline, players can plug in the numbers and see what that bonus looks like in practice—especially once you factor in wagering and game contribution.

It’s all about putting the power back in the players’ hands and helping them navigate the complexity of the iGaming scene more easily.

Final question: If a casino is not happy with how they are reviewed, is there anything they can do?

Great question! The answer isn’t complicated, but it does require commitment. We review based on the real player experience, so we won’t change a review because a brand is unhappy. However, if a casino changes its offerings, so do our ratings. 

First and foremost, look at your bonuses. They are often the easiest and fastest to tweak. Increasing the bonus percentage, lowering the wagering, clearing up pesky terms and conditions, etc., can all lead to instant rating boosts.

Another easy fix is to look at your payment solutions. The more payment methods a casino supports, the better. You need to have PayPal, Trustly, and the other prominent e-wallets. Adding solutions like Boku will also get you a boost. The more niche methods you add, the better you stand. 

If you have deposit and withdrawal fees, you should also consider eliminating them, as they lower our ratings and scare off players.

Variety and quality of games are other big factors. Players want access to top-tier providers and a good mix of slots, table games, and live dealer options. It is harder than ever before to truly stand out here, but if you are lacking, adding in the remaining popular game developers or ensuring you have the top jackpot slots will pay off with us. 

Don’t forget about basic things like having 24/7 customer support, too. Responsive, helpful support—even if it’s just via live chat—makes a big difference.

Ultimately, casinos that are proactive, transparent, and genuinely focused on the user experience tend to stand out during our testing. If an operator consistently delivers reliable and fair service, that naturally leads to stronger reviews—not just from us but also from players.