Bojoko’s €120M Milestone: Winning by Mastering UK’s Tough Rules

LEVALLOIS-PERRET, France – December 01, 2025 – In an industry where regulatory headwinds can often capsize growth, iGaming affiliate Bojoko.com has demonstrated remarkable buoyancy. The company announced today it has surpassed €120 million in all-time deposits generated for its partners, a significant achievement made more impressive by its velocity. This milestone comes just seven months after hitting the €100 million mark, indicating an acceleration of €20 million in deposits from the UK market alone.

This rapid accumulation is not just a number on a balance sheet; it's a signal of a potent strategy succeeding in one of the world's most competitive and heavily regulated online gambling markets. While many affiliates grapple with tightening compliance, Bojoko appears to have found a blueprint for turning regulatory burdens into a distinct competitive advantage. The company's record-breaking 2025, which saw triple-digit growth in commissions and first-time depositors, suggests a deeper story about what it takes to win in the modern iGaming landscape.

A Strategy Built on Trust

At the core of Bojoko’s ascent is a philosophy that diverges from the traditional affiliate playbook of aggressive, high-volume marketing. Instead, the company has built its platform on a foundation of transparency and user-centric design. This approach is spearheaded by co-founder Joonas Karhu, whose background as a poker player instilled a deep understanding of the player's perspective and the paramount importance of trust.

Bojoko functions less like a simple marketing funnel and more like a product-driven review platform. Its model involves in-house experts testing online casinos with real money, providing detailed, objective reviews, and giving users tools like quick filters to make informed decisions. Crucially, the company is transparent about its own business model, openly explaining how it earns commissions from operator partners. This honesty fosters a level of user trust that is difficult to replicate and has been a key driver of its growth. As Karhu noted in the announcement, “The progress we have made this year speaks to the trust our users and partners place in us, and to the strength of our long-term approach.”

The results of this strategy are evident in the company's 2025 performance metrics. Through the third quarter, Bojoko reported a 114% year-on-year increase in first-time depositors (FTDs) and a 95% rise in user registrations. This engagement is fueled by a staggering 83% growth in organic traffic, indicating that users are actively seeking out the platform for reliable information, rather than merely stumbling upon it through paid ads.

This performance was further amplified by the company's acquisition by the Paris-based North Star Network (NSN) in February 2025. The strategic move provided Bojoko with the network and resources to rapidly scale its quality-focused model, bolstering its global footprint while solidifying its position in core markets like the UK.

Thriving Amidst a Regulatory Tightening

The UK online gambling market in 2025 is a far cry from the freewheeling environment of years past. The UK Gambling Commission (UKGC) has systematically tightened the screws on operators and, by extension, their marketing affiliates. These changes have created significant operational hurdles for many in the industry.

New regulations implemented this year include a dramatic overhaul of marketing standards. The Advertising Standards Authority (ASA) now applies its code to non-paid social media, closing a significant loophole. All bonus offers must be accompanied by full terms to avoid being misleading, and age-gating on all traffic sources is strictly enforced. Operators face hefty fines for breaches, making them far more selective about their affiliate partners.

Furthermore, the UKGC has introduced friction into the player journey in the name of safety. Financial vulnerability checks, initially light-touch, now trigger at a monthly net spend as low as £150. As of October, operators must prompt customers to set deposit limits before they can even place their first wager. Even game design has been impacted, with a mandatory slowdown of slot spin speeds and a ban on features like autoplay that could create an illusion of control.

For many affiliates, these rules represent a direct threat to their conversion models. For Bojoko, however, this regulatory gauntlet has become a proving ground. The company's long-standing policy of working only with UKGC-licensed casinos and ensuring its content is fully compliant has positioned it as a reliable, low-risk partner for operators. As operators trim their affiliate lists to focus on quality and compliance, Bojoko's value proposition has only strengthened. Its success is a powerful case study in how proactively embracing regulation can create a defensible moat in a volatile market.

The Road Ahead: A Blueprint for New Markets

Having established a dominant and accelerating presence in the UK, Bojoko is now setting its sights on further expansion across Europe and, most notably, North America in 2026. The fragmented and evolving regulatory landscape of the United States presents both immense opportunity and significant complexity. Each state operates as a distinct market with its own set of rules, creating a compliance maze for operators and affiliates alike.

This is where the lessons learned in the UK become Bojoko's most valuable asset. The company's proven ability to thrive within a stringent framework, build user trust through transparency, and deliver high-quality, engaged players to its partners offers a compelling blueprint for success. While the €120 million milestone is a testament to its past performance, it is the underlying strategy that makes Bojoko a company to watch as it navigates the next frontier of regulated online gaming.