Kati Saari: How New British Bingo Sites Can Attract Players

Brits may love Bingo, but new operators face a steep challenge: standing out. With many well-known brands already in the mix, fresh sites must deliver more than new games and bonus offers—they must also offer a safe and clear experience.

To explore these challenges and opportunities, we spoke with Kati Saari, Bojoko’s resident bingo expert. With years of hands-on experience testing new online bingo sites, Kati knows what works for players. However, she also has affiliate insights from Bojoko on what makes a new brand convert.

In this interview, she explains the role of a strong affiliate presence, what new sites should do to be different, and practical tips for long-term growth.

What do you think are the biggest challenges new bingo sites face in the UK market?

I’d say the biggest challenge is getting noticed. There are loads of bingo sites out there, and for a new one, it can be very hard to get on people’s radar. It’s not just about having great games or flashy bonuses—it’s about grabbing attention and getting new players to sign up.

New operators need to make a strong first impression. They have to stand out with a clear, easy-to-use site that offers something different from the big names. This isn’t just about trust, though that’s important too; it’s mainly about breaking through the noise.

If a site can quickly show players that it’s fun and has something special, it has a better chance of building a loyal customer base and, ultimately, being financially successful.

How important is a strong affiliate presence for new bingo sites?

Unless you have an enormous budget for traditional media, it’s absolutely crucial. And even if you have this budget, affiliation just makes more financial sense, as you are paying for results, not just exposure, though you get both.

Affiliates like Bojoko serve as trusted intermediaries between operators and players. When a new site is listed on a reputable affiliate platform, it instantly gains a layer of credibility. It is also the easiest place for bingo lovers to discover and compare new bingo sites and see which are best.

You may be lucky with banner ads, paid search, etc., but players love to compare offers, and many have set affiliates they go to. Other times, they will simply search for the best new bingo sites or just the best bingo sites in a search engine, and what they want to see are comparisons so that they can make an educated guess.

Many smaller brands get most of their new players from affiliates like ourselves, and it is remarkably easy to track the actual value and estimate costs.

What strategies can new bingo operators adopt to stand out in such a competitive space?

New bingo sites need to use several strategies, and bonus offers are a huge part of them. Many new sites make the mistake of hyping up generic bonuses. Try to do something that stands out. This is particularly important if you also offer casino games, as many make the mistake of forgetting about bingo offers. The offer is often the first thing a potential player sees and forms the initial impression.

New bingo sites need to move away from the cookie-cutter 100% welcome bonus and start offering something that speaks to what British players want. For instance, switching to a higher-percentage bonus—say, a 200% match—can give you an instant competitive edge. Players are drawn to getting more value from their deposits, and a 200% bonus sends a clear message that your site is serious about rewarding them.

You should also consider having extensive and varied game libraries and identifying any niche that can give you an edge. We have, for instance, noticed a very high search for payment methods, including niche options. Incorporating all popular methods and ensuring that this is instantly known can help you attract many players you otherwise would not have reached.

Also, don’t forget about the power of affiliate partnerships. Being listed on trusted platforms like Bojoko is a real game changer. Affiliates can help get your bonus offers in front of quality traffic. When players see that your bonus is featured on a reputable site, it sends a clear signal: this is a reliable operator worth their time.

How do payment methods and technological features play into the overall player experience?

Payment methods are a big part of the experience. For instance, offering trusted solutions like PayPal is essential because it gives players the confidence to deposit and withdraw money without hassle. It’s all about making every interaction as seamless as possible. If players encounter delays or security issues during transactions, that can really hurt your reputation.

Additionally, adding niche payment methods can be a game changer, as while the number of players may be small, the competition is often slim. If you are listed on payment-specific pages on affiliates like Bojoko, there are very good chances for big boosts in FTDs.

How should bonus offers be structured to attract and retain players?

Bonus offers should be more than just flashy numbers. They need to provide real value. That means keeping the terms clear and simple. Instead of hiding conditions in endless pages of fine print, make your promotions easy to understand.

For example, a welcome bonus might come with a modest deposit requirement and fair wagering conditions. It’s important that the bonus feels like a win for the player right from the start.

When a bonus is too complicated or seems too good to be true, it does more harm than good. Players quickly spot when a deal is empty, and that can damage your reputation.

In terms of popular offers, British bingo players love offers that let them try out a site without risking their own money, such as no-deposit bonuses, free bingo tickets, or even bingo room passes.

However, while no-deposit offers come with their own financial risks and needs a strong retention strategy to work sustainably, high-percentage deposit bonuses are much safer and can attract many new players. As I mentioned earlier, I’d be more inclined to recommend increasing your welcome bonus to 200% and adjusting the terms accordingly.