As UK regulators prepare to tighten the rules around casino bonuses, the industry is bracing for a shift in how promotions are designed, delivered, and marketed. The impact won’t just be felt by operators, it’s set to reshape how affiliates communicate value to players.
We spoke with Severi Haverinen, Marketing Manager at Bojoko, one of the UK’s most trusted casino comparison sites. He shares his view on what’s changing, how these developments are already influencing the market, and what both operators and affiliates should be doing to stay ahead.
TheGamblest: Severi, thank you for joining us. To start with, could you tell our readers a little about the iGaming landscape in the UK market right now?
Severi: Thanks for having me. The UK market is unique. It’s one of the most regulated environments globally, which means operators must balance creativity with compliance. The standards are high, and rightly so. What we’re seeing is a maturing market where both players and regulators are demanding more clarity, fairness, and accountability from bonus offers. That’s not a bad thing. It’s pushing the industry toward healthier, more sustainable growth.
TheGamblest: Let’s talk about the upcoming bonus regulation changes in the UK. What are the main shifts you expect to see once the new rules come into effect?
Severi: The direction is clear, even if some final details are still being refined. Regulators want to ensure bonuses are fair, transparent, and not misleading. This means the end of overly aggressive marketing and the beginning of a more measured, player-centric approach.
Operators will likely have to tighten eligibility requirements for bonus claims, simplify terms, and make conditions such as wagering and expiry far clearer from the outset. The traditional headline bonuses, like “Deposit £10, get £50 and 100 free spins” type of promotion, will go the way of the dodo. Instead, we’ll see more modest offers.
Bonuses will still exist, but they’ll look different. The focus will shift from volume to value. Fewer grand promises, more genuine benefits that align with responsible gambling objectives.
At Bojoko, we maintain an up-to-date overview of first deposit bonus offers in the UK and keep a close eye on the market. We see changes almost daily as these offers evolve while operators test new formats and terms.
TheGamblest: How do you see these changes shaping the kinds of bonus offers UK players will actually encounter?
Severi: Players will start noticing smaller, simpler offers that are easier to understand and use. Rather than one huge bonus on sign-up, they’ll see a more balanced structure. One of the key factors is also that there will be no more mixed promotions that give bonus money, spins and maybe a betting bonus in the mix.
The second is the wagering question. The new regulation will drastically reduce the maximum playthrough requirement, which will significantly impact players. With this new rule, bonuses are much easier to play through, making them more viable.
Thanks to this, operators will need to think less about big numbers and more about actual value. Transparency will become a selling point in itself. If an operator can clearly communicate the real value of an offer, they’ll win trust and loyalty.
TheGamblest: From an affiliate and comparison site standpoint, how will this affect how companies like Bojoko promote offers and interact with players?
Severi: It’s a significant shift for affiliates as well. We’ll need to be even more precise and transparent in how we communicate bonus details. The old style of flashy headlines won’t be an option anymore, as those offers will disappear. And as the offers will go down in size, the small details will become more important.
At Bojoko, we already put strong emphasis on clear, factual presentation. Each bonus we list includes the key terms upfront so players know exactly what they’re signing up for. Under the new regulation, this kind of transparency won’t just be best practice. It’ll be mandatory.
Overall, it’s a positive move. It encourages quality over quantity and helps build trust in marketing communications.
TheGamblest: Let’s take a wider view. What kind of impact do you think these changes will have on the UK casino market as a whole?
Severi: The market will stabilise. The UK is already one of the most competitive regions in the world, but tighter regulation will push operators to differentiate through product quality and player experience, not just promotions.
Smaller operators that rely heavily on big bonuses may struggle to adjust, which could lead to further consolidation. Meanwhile, established brands with strong CRM systems, trusted reputations, and loyal player bases will be better positioned to adapt. They’ll have the data and infrastructure to deliver personalised value rather than blanket offers.
In the medium term, I think this change will make the market healthier. We’ll likely see less bonus-chasing behaviour from players and more long-term relationships between operators and their customers. The balance will move from aggressive acquisition to meaningful retention, and that’s ultimately a good thing for everyone involved.
TheGamblest: For operators and affiliates reading this, what should they be doing now to prepare?
Severi: The most important thing is to start early. Review your current bonus structures and ask whether they would hold up under stricter regulatory scrutiny. Simplify where possible. Communicate terms in plain English.
Equally, this is the right time to invest in customer segmentation and CRM. If you understand your audience properly, you don’t need to rely on one-size-fits-all bonuses. You can create tailored offers that appeal to different player groups, be that casuals, regulars, or high-value players, in a compliant way.
It’s also crucial to keep your affiliates informed. Operators and affiliates are partners in this process, and both sides will be accountable for how bonuses are marketed. Consistent communication and shared responsibility are the keys to navigating this transition smoothly.
Ultimately, compliance and marketing shouldn’t be seen as opposites. The best marketing is compliant marketing. Transparency builds trust, and trust builds brand equity, especially in a market as sophisticated as the UK.
TheGamblest: Finally, how do you personally view these changes? A threat, an opportunity, or a bit of both?
Severi: Definitely more of an opportunity. I think this will force the industry to evolve in a positive direction. The bonus culture we’ve had for years was effective at driving traffic, but it didn’t always deliver sustainable value.
For us at Bojoko, it means we can continue to refine our model around clarity and trust, showing players exactly what they’re getting. That’s the direction the industry should be heading in, and I’m glad we’re part of that journey.
