Britain is the largest iGaming market in the world, and staying ahead of the competition requires innovative strategies and a good understanding of player preferences.
One of those innovative approaches is using payment methods as advertising options. To shed light on this intriguing concept, we spoke to Joonas Karhu, CEO of Bojoko, one of the UK's leading iGaming affiliates.
In this interview, Karhu explains how specific payment methods can unlock new advertising channels, attract players and ultimately drive traffic to casinos. We will also explore how niche payment methods, despite their smaller user base, can provide significant benefits by reducing competition and increasing visibility for casinos.
Can you explain how payment methods have evolved into advertising opportunities in the iGaming industry?
Traditionally, casinos focused mainly on bonuses to attract players. However, over time this has expanded. All online casinos offer bonuses, and many players are primarily interested in completely different things, such as the game selection or even the deposit and withdrawal methods available.
We've noticed a growing trend of players prioritizing specific payment methods for convenience, security and familiarity. These players will first look for casinos with their regular payment method and then compare them based on their bonuses and features.
This shift has opened up new advertising channels, as simply having a payment method and using this information can get you new signups.
The most obvious example is how affiliates, such as Bojoko, now tend to have a dedicated page for the casinos that offer each payment method. Our regular users go to these pages specifically to find the next casino they sign up with and make sure the brand allows them to use PayPal, Siru, Neosurd or whatever method they use.
However, it's not just our regular users. Brits are actively looking for casinos with their favorite payment method on Google. This means you can also use paid search, although I should add that most players want to compare brands before signing up, so affiliates will have the advantage in both paid and organic search.
What's essential is that UK casinos know what payment methods Brits use and ensure they not only have a presence on their website but also let players know through affiliate marketing. A brand that makes the right choices here can enjoy a large increase in new members and deposits.
That's fascinating. Can you tell us more about how Bojoko uses these special pages to drive traffic and why they are effective?
When players land on our dedicated payment method pages, they will find a curated list of casinos that match their criteria. These pages are very effective because they meet a specific need and simplify the decision-making process for players. Instead of searching through countless casinos, players can quickly compare relevant options and choose the one that best suits their needs. This targeted approach improves the user experience and drives highly qualified traffic to our partner casinos.
The effect of these pages is especially important if you have a niche payment method, such as Siru. If you look at our overview of casinos that accept Siru mobile payments in the UK, we currently only have 7 brands listed. While Siru is clearly a relatively small payment method, it is one that Brits use, and the competition here will be very low.
When UK casinos ask us how they can increase their conversions through us, one of the first suggestions we give them is to include niche payment methods such as Siru, Boku, Neosurf, etc., because the competition is lower and there is so much more. easier to stand out and be seen.
Naturally, the number of Siru casinos will increase. There was a time when PayPal was a small casino payment method, not so long ago. Then casinos realized they were losing money by not having it. The same is the case here, and the sooner a casino adopts, the more players they can convert.
How does Bojoko ensure players have access to the best casinos for their preferred payment methods?
We are constantly updating our pages with the latest and greatest options available for each payment method. Our team carefully reviews and audits each casino to ensure they meet our high standards of safety, fairness and service quality. This careful approach ensures that players can trust the recommendations they find on Bojoko and feel confident in their choices.
Additionally, we give players the option to choose through our quick filters. This allows players to quickly see each brand's bonuses, wagering requirements, game providers, etc. They can simply start adding the features that make up their wishlist, and our list will quickly be trimmed down to just the exact matches. Of course, with more niche payment methods, there may not be a casino that exactly fits your wish list, but you can at least get as close as possible.
How do you see the role of payment methods evolving in the future of iGaming advertising?
The role of payment methods in iGaming advertising will only increase. As players continue to prioritize convenience and security, we can expect to see more casinos adopt a wider variety of payment options. This will create even more opportunities for targeted advertising and specialized marketing strategies. And let's put it this way: if the UKGC ever starts allowing cryptocurrencies in gambling, this will explode even further.
At Bojoko, we strive to stay at the forefront of these trends and provide players with the best possible resources to find their ideal gaming experiences. We also strive to provide our operator partners with the insights needed to not only stay on top of the trends, but get ahead of them so they can maximize their conversion potential.
