Interview with Bojoko’s Ville Saari on Reviewing Casinos for Today’s Player

As Lead Content Manager at Bojoko, Ville Saari helps shape how the platform creates and delivers user content. Bojoko is one of the UK’s most established and trusted online casino comparison sites, and under Ville’s direction, its content stays focused, relevant, and aligned with what players actually want.
In our previous conversation with Ville, we examined Bojoko’s detailed approach to reviewing online casinos. This time, we turn to a broader topic: how the next generation of players is changing the game and what that means for content in 2025? From shifting expectations to standout features, we explore how Bojoko is evolving to meet the needs of modern casino players and how individual casinos can stand out.

Ville, how have player expectations changed in recent years? What are today’s players looking for that they weren’t before?

Today’s players are more selective, informed, and experience-driven than ever. A few years ago, it was common to see people choose a casino based purely on a welcome bonus or a popular game. Now, players look at the entire experience.

They want fast withdrawals, easy mobile access, fair and transparent terms, and responsive support. Trust and convenience are top priorities. And they are quick to move on if something feels off. Players now compare, read reviews, and look for casinos that match their preferences, not just trends.

How has Bojoko responded to these changes in player behaviour?

We have had to evolve along with the players. The most significant shift has been emphasising transparency and practical value even more. Our reviews are written only after we have tested the casinos ourselves. That means signing up, making deposits, claiming bonuses, playing games, and making withdrawals.
Since Bojoko is in an affiliate relationship with casinos, we know trust is essential. Our readers must believe that what they read is honest and based on real experience. That is why we focus so much on the user journey.

You can see this in practice by going to any of our reviews. For example, in our review of Kwiff Casino, we didn’t just list features; we assessed how well they worked, from registration and navigation to bonus usability and withdrawal speed.

We have also improved our site tools. Players can filter casinos by payout speed, game types, bonus size, or mobile quality. It is about helping people find the casino that suits them best, not just the highest-rated one.

The UK market is highly competitive. What helps a casino stand out right now?

It comes down to consistency and execution. Most casinos offer similar basics: a licence, bonuses, and a big game library. Even the small things can make a difference. Players notice when things feel effortless. Quick sign-up, easy deposits, quick withdrawals, a user-friendly mobile site, fast KYC checks, and the ability to track where you are with the wagering all create trust. That kind of reliability is often more valuable than a flashy bonus.

Yes, unique features can help you stand out, but a cool gimmick will not help you in the long run if the withdrawal process is slow or support is unresponsive. Most players look for the basics, such as bonuses, payment methods, the ability to make small deposits, etc., when they choose a brand. A gimmick can make a difference in their choices, but it is far from essential. Great offers and features are far more effective.

How do you keep content current when casinos are changing so often?

It is a constant process. Every review has a maintenance schedule, but we also monitor for real-time changes. If a casino updates its bonus terms, changes payment methods, or relaunches the site, we ensure the review reflects that as soon as possible.

We are also working on improving how content is delivered. Not everyone wants to scroll through a full review. Some players want a summary or quick comparison. So we are building more flexible formats that work well on mobile and give people what they need in just a few clicks.

What is the biggest challenge or opportunity for content platforms like Bojoko?

The biggest challenge is also the most significant opportunity: staying useful. Players are asking better questions. They want clarity, speed, and content that helps them decide. That means we have to keep improving. Better tools, better structure, and better ways of showing what matters. Our job is to promote casinos and help players find the right ones for them. As long as we stay focused on trust, usability, and player needs, we will remain relevant, no matter how the market changes.