Joonas Karhu: “High rollers need more than a great bonus offer”

High rollers are a core part of most online casinos' lifeblood, but attracting them can be hard. One option many have opted for is specific bonuses. These offers are generally huge, giving big spenders the option of getting thousands of pounds in bonus funds.

To explore how operators can better attract and retain this lucrative segment, we spoke with Joonas Karhu, Co-Founder of Bojoko. With years of experience helping players find trusted UK casinos and a front-row seat to evolving bonus strategies, Karhu brings a unique dual-lens perspective to what high rollers want—and what the industry gets wrong.

What are casinos getting wrong when it comes to marketing high-roller bonuses? 

The biggest problem is laziness. Operators just keep repackaging similar deals and thinking it'll land. A 100% match up to £5,000 looks impressive on paper, but if it's tied to terrible terms, it's not actually offering more value. Casinos need to understand that most high rollers see right through that. This is not their first rodeo.

One of the core issues at play here is that many operators assume high-value players are motivated by bonus money alone. But they're not. These players already have money. They're looking for recognition. They want speed, status, and a sense that someone at the casino knows who they are. They want their experience to reflect the value they bring. When you send a high roller a generic email with a copy-paste offer that went out to thousands of others, you're saying, "We don't know you, and we don't really care."

So, what should that bonus strategy actually look like? If an operator is serious about targeting high rollers, what approach resonates?

You have to sell the experience, not just an individual bonus. You need to give them the sense that they are getting the full VIP treatment and that the welcome offer is not just a standalone deal. A proper high roller experience should include bonuses more or less whenever they want them. Quite a few high-roller casinos offer bonuses on every single deposit, and cashback is frequently expected.

As for the welcome bonus itself, it needs to be valuable. You are not designing this bonus for slot players who will spin away for 50 pence or a pound per spin. You need to change your thinking. Look at what your competitors are doing, for instance, by going over the selection of high-roller-specific bonuses at Bojoko. Think carefully about how you can stand next to them or even outdo them. Finally, you need to use data to ensure the offer is financially sustainable and attractive. 

Let's talk about retention. Many operators are good at acquisition but struggle to retain their high-value players. Why is that?

Because too many operators think that a big deposit is a win. They roll out the red carpet for one week, and the player deposits heavily. You could grab a big bonus, and then. Nothing. Radio silence. No follow-up, no personal contact, no consistency. As I mentioned, most high rollers can sniff these brands out right away, but those who somehow joined up anyway are likely to leave. 

You have to understand that this is a relationship. A high roller isn't looking to be impressed once. They want to be looked after. They want to know that their value is understood not just at sign-up but at every stage. So retention comes down to doing the basics well: great account managers, easy deposits, instant withdrawals, good UX, etc. It also comes down to making the VIPs feel special and ensuring, as I mentioned earlier, that rewards are frequent.

How have regulatory changes in the UK affected the structure of high-roller bonuses? Are operators more hesitant to engage this audience now?

The upcoming restriction on setting wagering requirements to a maximum of 10 has definitely been a big blow that casinos need to deal with. The solutions for regular players are quite simple, be it offering smaller bonuses or no-wagering style offers. Yes, similar premises, such as lowering the bonus percentage, can work for high rollers. The value is still there; it just won't be as instantly apparent. Luckily, given how involved high rollers are, they catch on quickly.

Where do you see the biggest opportunities for UK operators when it comes to the high-roller segment?

The biggest opportunity right now is to be ahead of the regulatory changes and adopt early, test different kinds of offers, and stand out in a period when some operators may completely drop the ball.

Additionally, if you aren't doing it already, get the word out. High rollers are a very specific niche, and you need to target them. Those who don't will struggle. If you have the budget for it, competing on PPC terms is a great way to get an edge. You also need to cover your bases with affiliates and be present on all relevant pages high rollers are likely to check before signing up for a new brand.