Joonas Karhu is a former poker player turned CEO and iGaming expert. We have previously spoken to him about his journey and how the skills he picked up as a poker player and tournament grinder have helped him succeed in business.
In this interview, we want to gain a closer understanding of the challenges of running the award-winning iGaming affiliate Bojoko.com and to what extent his past has influenced their “by players, for players” mindset.
HighStakesDB: What was the reasoning behind starting Bojoko, and how do you stand out in the affiliate space?
Joonas Karhu: Bojoko is built around empowering the player. As a poker player, I know firsthand how important it is to have all the facts before making a decision. We designed Bojoko to reflect that, giving players control.
O
ur quick filters, for example, allow users to narrow down options based on their specific needs, whether it’s bonus types, game selection, or even the user experience at a particular casino.
We’ve also integrated user reviews alongside expert opinions, ensuring players get a well-rounded view before making a choice. We want them to feel informed and in control of their gambling experience.
HighStakesDB: Running an affiliate site like Bojoko must be an interesting endeavor, as you are neither a player nor an operator but exist somewhere between them. Could you talk us through some of the biggest challenges in your role as CEO?
Joonas Karhu: One major challenge has been reading the market effectively, especially with the fast-paced regulatory shifts. When the UK government was set to release its white paper on gambling reform, it felt like the entire industry was holding its breath for years. We had to stay flexible and prepared while ensuring Bojoko offered users reliable information despite the uncertainty.
In terms of being the link between players and operators, that is always a balancing act. We were created by players for players, and our top priority is to empower our users. However, we also need to maintain our relationship with our affiliate partners, who may not be happy with a poor review, for instance. As we have strict criteria for how our ratings are set, there’s nothing an operator can do to change their rating beyond changing themselves, and that can be a difficult conversation to have, and our team has to be prepared for it.
As CEO, part of my duty is to foster a culture of honesty and transparency. Our team of experts approaches things with a player-first mentality. We work hard to ensure that all decisions are made without bias. Whether someone is writing a review or updating information, the focus is on helping users make informed decisions based on their individual preferences, not just promoting casinos.
HighStakesDB: Bojoko places a lot of emphasis on responsible gambling. How do you ensure that remains a core part of your operations?
Joonas Karhu: Responsible gambling is central to everything we do. From day one, we wanted Bojoko to be a place where players can safely explore their options. We’re very selective about the operators we list, making sure they provide tools for responsible play, like deposit limits and self-exclusion.
We also make it a point to educate players about safe gambling practices. For us, responsible gambling isn’t just about ticking boxes—it’s about fostering a healthy relationship between players and casinos, giving them the tools to stay in control of their gaming.
HighStakesDB: You have expanded significantly since its inception. Early on, you listed casinos; now, you also cover online betting and bingo. What’s your vision for the company moving forward?
Joonas Karhu: At the moment, we are expanding our team of gambling experts, particularly looking for additional betting and bingo specialists to strengthen these verticals. Our vision is to make Bojoko a comprehensive one-stop shop for players, where they can easily navigate between casino games, sports betting, and bingo—all tailored to their preferences.
We are constantly looking at new ways to give our users what they want and are actively updating our offerings. For instance, we just started listing Scratchcard sites. Our plan at present is to build on what we have, ensure that every intent in the online casino, betting, and bingo space is covered, and continue to grow our user base.
HighStakesDB: Any advice for entrepreneurs entering the affiliate marketing space?
Joonas Karhu: Build your foundation on trust. The affiliate space can be competitive, but players are becoming more discerning—they want transparency. Focus on delivering honest, unbiased information. Invest in a team that shares those values and stays on top of the changing regulations.
Also, be adaptable. The market can shift in ways you don’t expect, like we saw with the UK’s gambling white paper. Having a flexible strategy and being able to pivot quickly is crucial to staying relevant and successful in this space.