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Advertising in the iGaming industry has become a hotbed of innovation and scrutiny as consumer expectations and regulatory standards evolve. To explore this dynamic landscape, we sat down with Christoffer Ødegården, Head of Marketing at the popular iGaming comparison website Bojoko.com, to discuss the challenges of traditional advertising, the rise of new platforms, and the future of connecting with audiences responsibly.
Advertising on television has been a key tool in influencing consumer decisions for decades. How do you see its role in today’s iGaming industry?
It’s really only available for brands with deep pockets and can be extremely risky for mid-size operators. TV ads can be effective, but results are not guaranteed and are incredibly expensive.
We’re also operating in a much different world now than a decade ago. Search engines, and now also streaming platforms, have fragmented traditional TV audiences and changed how we approach this channel.
Yes, its ability to reach large, diverse audiences and establish credibility is invaluable. Still, the same can be done with paid advertising online or through affiliate services such as ours, and especially for budget-conscious operators, it has become a no-go.
What do you think are the biggest challenges for iGaming brands relying on TV advertising today?
Beyond pricing, one of the biggest challenges is the evolving regulatory environment. Rules around iGaming advertising differ widely by region and are becoming increasingly stringent. The UK is incredibly well-regulated, and operators not overly familiar with the framework have been hit with heavy fines. Because of this, many fear certain types of advertising in the UK.
However, these are not big hurdles for UK-oriented brands, as the framework is fairly clear. Yes, there are some grey areas you have to be extremely careful with, but as long as you play it safe and stick to the strictest reading of the rules, you should not be in any trouble.
Another challenge is the changing nature of consumer behaviour. People are more sceptical of traditional ads and often tune them out entirely. On top of that, digital platforms are capturing more of their attention with interactive and personalised content, making it harder for TV ads to compete.
Finally, measuring the return on investment for TV campaigns is more complicated than for digital channels. While tools exist to help link TV advertising to online conversions, quantifying the full impact of these campaigns is still challenging. Brands need to use advanced analytics to bridge this gap and ensure they’re maximising the value of their TV spend.
Can you explain how platforms like Bojoko fit into the iGaming advertising landscape?
Bojoko is designed to offer something different from traditional advertising. Instead of broadcasting a message, we empower players by providing them with the tools and information they need to make informed decisions. This includes detailed reviews, comparison tools, and insights about online casinos, betting sites and bingo platforms.
Our approach aligns with the demands of today’s audience. People want transparency, authenticity, and control over their decisions. Bojoko delivers all of that by focusing on value-driven content and putting the user first. With the affiliate model, we make money when players join brands through us and make deposits. However, we do not sell positions, banners, or traditional ad spaces. Instead, we rank casinos based on what they offer users and then give our readers free rein to pick and choose.
This builds credibility with Brits looking for genuinely good gambling sites and also forces brands to improve if they want to stand out on our platform. We were created by players; in fact, our CEO, Joonas Karhu, was a previous poker player, and we have a long list of casino, betting and bingo experts on staff. This helps us know what gamblers are actually looking for, cater to them, and connect them with relevant brands.
Why do you think this approach resonates with today’s consumers?
Brits are bombarded with advertising on every platform, and as a result, they’ve developed a finely tuned ability to filter out anything that feels disingenuous. What they’re looking for now is honesty and value.
At Bojoko, we’ve found that providing users with unbiased, well-researched information builds trust. When people know they can rely on your platform for honest guidance, they’re far more likely to engage with your brand. This approach creates a better user experience and fosters long-term loyalty—a critical factor in the competitive iGaming space.
And what about the operators? How does affiliate marketing benefit them?
Affiliate marketing offers a level of precision and accountability that few other advertising methods can match. Operators only pay when a player takes specific actions—signing up and making a deposit—so there’s no wasted spending or effort. There are a few different models for the deals, but everything is tied to a tangible result.
What makes this model even more appealing is the clarity it provides. Operators gain access to detailed data, allowing them to see exactly how much they’re spending versus how much revenue they’re generating from affiliate partnerships. This transparency means they can fine-tune their strategies, allocate budgets more effectively, and maximise their return on investment. It’s a win-win approach, where operators and affiliates are incentivised to perform at their best.
What’s your vision for the future of iGaming advertising? Will TV ads become less and less relevant?
I don’t think it is bold to predict that TV will play a smaller role. I think the future of iGaming advertising is undoubtedly heading toward a more personalised and data-driven approach. That doesn’t just mean affiliate marketing. There’s also paid search, sponsorships, and various versions of influencer marketing.
As long as TV remains a popular medium, TV ads will remain a powerful tool for building brand awareness. However, unless something changes with the pricing, I don’t see them being a part of the advertising budget for smaller casinos, except perhaps in really expensive roll-outs.
