How can operators turn a standard bonus into something that really grabs players’ attention? Many will think about flashy offers with large bonus percentages or the ability to collect thousands of pounds in bonus cash, but could it be that a slight change in your T&Cs can make a huge difference? Yes, what is the impact of low wagering requirements?
In today’s interview, we sit down with Ville Saari, a man who often has to put on his casino player hat. He is the Lead Content Manager at Bojoko, where he heads their team of casino experts. Of course, he is also one himself and spends quite some time reviewing new casino brands and tracking their performance with their user base.
Through our conversation, he will reflect on the extent to which they have seen lower wagering requirements leading to an increase in FTDs and offer practical strategies to improve your offers’ effectiveness.
Is lowering wagering requirements an important topic in today’s iGaming industry?
Not as much as it probably should be. The market, especially the British market, has evolved quite a bit. Brits know what wagering requirements are, generally know what’s average, and check them before signing up. More importantly, they have options.
When the wagering requirements are too high, they often feel like the operator is trying to screw them over. I see this online all the time, and we see this in our data in how many players respond to casinos with wagering requirements of 60 or higher in particular. It’s tough to convert with an offer that is comparatively terrible when a player can, in minutes, choose from a bunch of casinos with wagering requirements of 30 or lower.
Often, this is something players check from casino reviews, toplists, and your key terms and conditions, but we’re also seeing keen British players actively searching for low-wagering casinos. We have created a selection of low-wagering casinos, ranked from lowest to highest, and our users are paying attention for a good reason as well, as they can easily find brands that offer wagering requirements as low as 1.
I’m not suggesting you need to do the same. It is very easy to convert well with an average wagering requirement of 30-40 as long as the bonus itself is appealing, but this is something you should have at the back of your mind.
How do lower wagering requirements impact first-time depositors (FTDs)?
Our data clearly shows that when wagering requirements are lowered, we see a noticeable rise in first-time deposits. Think about it: if a bonus is straightforward to use, players are much more likely to sign up and actually use it.
When someone is offered a bonus that they can benefit from without having to play through a long list of conditions, it feels like a real value add. That positive first experience can turn a curious visitor into a committed player. In other words, lower wagering requirements make the bonus more attractive and boost conversion rates because players are more confident they’ll see real rewards.
On the flip side, we have the counter-evidence that you can get away with higher wagering requirements if you increase your bonus percentage to 200% or more. Essentially, we see that Brits assess each bonus’s value and that many are pretty knowledgeable.
What kind of feedback do you see from players regarding bonus terms?
Players are very vocal about bonus terms. We often hear from them on our site, forums, and social media that they dislike bonuses with hidden conditions and sky-high wagering requirements. When they see a bonus with low or even no wagering requirements, it often stands out to them and can be a real selling point.
Can lowering wagering requirements affect the overall brand perception of an online casino?
Absolutely. When you offer a clear and straightforward bonus, it says a lot about your brand. Players appreciate good deals. It can even build credibility and loyalty. Over time, this commitment to fairness can really set a casino apart from its competitors. It’s not just about one bonus but how that bonus reflects the operator’s overall approach to player care.
If you don’t already have it in place, consider building recurring offers or perhaps a reward program into your standard offerings. A brand known for fair or even great offers will naturally earn more trust, which is crucial for long-term success.
What challenges do operators face when they try to lower wagering requirements?
One of the biggest challenges is finding the right balance. Lowering wagering requirements makes the bonus more attractive, but it also means that players can cash out their winnings more easily. This can lead to a higher short-term cost if too many players take advantage of the offer without converting into long-term customers.
Operators need to be very careful and use data to find that sweet spot where the bonus is enticing without hurting their margins. It’s a balancing act—using careful testing and tweaking to see what works best. The challenge is offering a bonus that feels generous and real while protecting the business.
These protections do not just need to come from the wagering requirements, mind you. Setting requirements for max bet or even max win when playing with a bonus can be great safeguards. Note that players are also mindful here, so don’t be excessive.
You mentioned that increasing the bonus percentage can make up for higher wagering requirements. How do you balance this?
It’s all about offering real value and standing out. Increasing the bonus percentage from 100% to 150% or even 200% can make the offer look much more attractive. There is also an even bigger awareness here than towards wagerings, as these bonuses are even more eye-catching, and the hunt for high-percentage bonuses is bigger. This means that more players are likely to either ignore slightly higher wagering requirements or calculate that the offer is still great.
The balance is in making players feel like what they are getting is valuable and that they can win with it. If not, the game is lost. The bonus must be appealing.
What final advice would you give to operators looking to refine their bonus offers?
My final advice is simple: listen to your players and watch the data closely. Don’t be afraid to test different offers and see how they work with your brand. You also shouldn’t be afraid to reach out to your affiliate partners for their data insights. In the affiliate business, your win is our win, and here at Bojoko, at least, we are always willing to assist with advice.
Last Updated on March 4, 2025
