Empowering Players Globally: Joonas Karhu on Bojoko’s Universal Mission

In a previous interview with PokerVIP, Joonas Karhu shared his unique path from poker grinder to CEO of Bojoko. His poker background, rooted in strategy and adaptability, now plays a significant role in how he navigates the ever-changing landscape of iGaming.

With Bojoko’s rise, especially in markets like Canada with Bojoko.ca, Karhu’s player-first mentality and deep understanding of market dynamics have helped the platform become a trusted source for online casino players.

In this follow-up, we dive deeper into how Karhu balances the complexities of global iGaming markets while maintaining a focus on localized growth, particularly in Canada.

In our last chat, you mentioned how your poker-playing days shaped your business mindset. Did your background also do anything to prepare you for balancing multiple different iGaming markets?

My poker days taught me several key lessons that apply directly to managing different iGaming markets. As a player, you constantly adapt to shifting dynamics, read your opponents, and make calculated decisions. I was a tournament grinder, meaning I kept facing off against very different players and always needed to recalibrate.

The big difference is that when you work in different iGaming markets, you’re also playing with different rules. This can be compared to playing different poker games, in a way, as in many ways, it is similar, but then there are these minute differences that can flip everything on its head. However, in business, it is simultaneous.

Luckily, I am not alone. We have a big team of iGaming experts with different roles, many of whom are actively monitoring any and all regulatory changes, changes in advertising practices, trends, etc.

Localizing is a big theme in iGaming. Could you talk more specifically about your experience with Bojoko.ca and how you approached the Canadian market?

Canada has been an interesting market for us as the majority of the country is a grey market, which means it is not regulated the way it is in the UK. This was a big change but also a big opportunity, as we could take our standards from a highly regulated market and apply them to a market with a much higher risk of scams and unserious actors.

We knew Canadians wanted more safety and to be sure the brands they joined were vetted and tested. That’s what we could offer. Additionally, we could bring our comparison technology over from Bojoko.com, giving Canadians more control over their choices. This approach has built trust in a highly competitive environment.

Bojoko.ca’s success is clear, but balancing global operations can be tricky. How do you ensure Bojoko remains competitive in all regions?

Our core product and core value proposition are the same across all regions: We are by players, for players. Our aim has always been to empower our users and give them the ability to make informed choices about online gambling sites.

This concept is universal; everyone wants transparency and control over their gaming experience. The main challenge isn’t the product itself but making people aware of what we offer. We focus heavily on education and outreach to ensure players know they can trust Bojoko for honest, reliable information tailored to their preferences.

What’s next for Bojoko.ca? Any exciting developments in store?

I can tell you that we are planning to roll out at least one new vertical in the near future, but that’s all I can say for now. In general, we’re always looking at how we can continue to improve.

We have a strong user base now, with many Canadians looking to us for help when choosing their next gambling site. We’re actively recruiting new gambling experts to work on Bojoko.ca and ensure that our number of vetted listings grows while also being able to investigate, test, and compare these brands against each other.