Bojoko.com is one of the biggest names in the British iGaming industry and has cemented itself as a go-to place for players wishing to compare UK gambling sites. One thing that sets them apart from many of their competitors is that they have primarily opted to focus on UK expansion rather than entering new markets.
Originally focusing solely on online casinos since its launch in 2017, Bojoko ventured into sports betting in 2022 before expanding further and allowing their users to compare UK bingo sites as of last year.
We have previously spoken to their CEO, Joonas Karhu, about Bojoko’s player-first focus, but in this talk, we wanted to explore their expansion to bingo and sports betting and why they are opting to place more emphasis on expanding within the UK market rather than entering new markets.
The Reasons For Focusing on the UK
“Our decision to focus on expanding within the UK market rather than entering new markets stems from several strategic advantages. We have a deep understanding of the UK market, having built strong relationships with our users and operators over the years. This established trust has allowed us to cater specifically to the needs and preferences of UK players, ensuring a personalized and reliable experience.”, Karhu says.
By choosing to deepen its presence in the UK, Bojoko leverages its extensive market knowledge and strong brand recognition. “The UK market is highly competitive, but it also offers immense opportunities for those who can navigate its complexities effectively,” Karhu states. “Our familiarity with regulatory requirements, player preferences, and market trends has given us a significant edge over competitors who are still trying to establish themselves in this space.”
Karhu also highlights the operational efficiencies gained by focusing on a single market. “By concentrating our efforts on the UK, we can optimize our resources, streamline our operations, and deliver a superior product. This focused approach allows us to be more agile and responsive to changes in the market, ultimately benefiting our players.”
Knowing the Market
“Understanding the intricacies of the UK iGaming landscape has been pivotal to our growth,” Karhu elaborates. “We have spent years analyzing player behavior, preferences, and trends. This knowledge enables us to tailor our offerings precisely to what our audience desires. Our local expertise allows us to respond swiftly to market changes and player feedback, keeping us ahead of the competition.”
Bojoko’s market analysis goes beyond surface-level data. “We delve deep into player analytics to understand the nuances of what different segments of our user base are looking for,” Karhu explains. “This involves everything from preferred game types to spending habits and even the times of day when users are most active. By understanding these patterns, we can offer a more personalized and engaging experience.”
Utilizing Their Existing User Base
“Our substantial player base in the UK provides a strong foundation for our expansion. By focusing on this market, we can leverage our existing user base to introduce new verticals such as sports betting and bingo. Many casino players also enjoy bingo or betting on sports, and by expanding into these verticals, our loyal users do not need to go elsewhere to discover these websites.”, Karhu explains.
Karhu elaborates that a core part of their expansion was to continue their user-centric approach and become their users’ one-stop shop for more than just bingo sites. “Tens of thousands of Brits visit us every single month means we do not need to start from scratch. We have a user base that already trusts our expertise. This is such a great boost to any new vertical we launch, which would simply not be there if we entered a new market.”
Collaboration with Operators
Karhu also highlights that a large part of its successful expansion strategy is tied to its existing affiliate partnerships with multiple operators who manage various iGaming sites across different verticals. “Expanding within the same market meant that we had a long list of existing affiliate connections, making our work much easier.”
Karhu explains that quite a few online casinos also offer sports betting or bingo on the same platform. Additionally, many companies and media houses own a large collection of UK gambling sites across different verticals.
“Our close ties with UK operators meant that we already had the majority of the contacts in hand. We simply had to get our new sports betting and bingo experts to review their products. This was a significant advantage which made the expansion very smooth.”, he says.
Future Outlook
Looking ahead, Bojoko plans to further enhance its platform, offering even more tailored experiences for its users. “Our focus now is to continue to build up our bingo vertical, which is our youngest, as well as continue to strengthen our sports betting and casino verticals. However, our plans for expansion are far from over,” asserts Karhu.
“We will continue to push the boundaries of what’s possible in online gaming, always with the player’s best interests at heart. However, who knows, our next expansion could be outside of the UK market, we’ll keep everyone guessing there. What I can say, however, is that our focus will always be on delivering value to our users and partners, ensuring that Bojoko remains a trusted and preferred platform for UK players.”
