Elmo Kukkonen on how UKGC’s upcoming rules could reshape bonus offers

The United Kingdom Gambling Commission is about to put new rules in place for online casino bonuses, which will change many of the long-standing traditions of these promotions.

Bojoko’s casino expert, Elmo Kukkonen talks to us about the likely impact of stricter UKGC regulations on bonuses, and especially high roller offers — what it means for casinos, what it means for players, and why it might actually be a positive step.

What exactly are the upcoming regulations from the UKGC that casinos and operators are concerned about — especially when it comes to bonuses and wagering requirements?

The UKGC has signalled that it wants to limit the marketing impact of the offers, particularly by requiring lower wagering requirements. In practice, that means many operators will have to rethink how they structure welcome bonuses.

Large bonuses, especially those paired with high wagering multipliers, will become impossible under the new rules. As a result, the maximum bonus amounts offered are likely to shrink, or at least the structure will become less favourable to heavy players.

That seems like it could hit high roller deals hard. Why would operators accept that? What’s driving the change from their side?

From the operator’s perspective, it’s partly compliance. They must adapt if they want to stay licensed in the UK market. But there’s also a growing recognition, especially among regulated, quality-conscious operators, that overly generous bonuses with steep wagering requirements can be misleading and risky.

Lower wagering requirements mean players have a firmer chance of actually clearing the bonus and withdrawing winnings. Over time, this can build trust and a more sustainable player base, rather than chasing short-term spikes from “bonus hunters.”

Does that mean fewer bonuses in general, or just smaller bonuses?

Probably both, to some extent. For casinos that catered mainly to high rollers with big bonus packages, the new rules might make such offers unprofitable. Many operators might scale down both the size and frequency of high roller bonuses.

So the number of high roller casino bonus offers will likely drop. But the flipside is that we may see more modest bonuses becoming the norm. Things like repeating reload bonuses that are better structured, clearer, and more transparent.

From a player’s point of view, that sounds like a downside. But you’ve suggested this could be positive. Can you elaborate on how these regulations might benefit players generally?

Absolutely. At its core, these regulations aim to reduce potential gambling harm. High wagering requirements tend to encourage heavy play: players might chase the rollover, bet more, stay longer, or risk more than they intended. By lowering wagering multipliers and restricting oversized bonuses, the UKGC pushes operators toward more responsible offerings.

For many players — casual or serious — this is a trade-off that can bring real value. Clearer terms, easier-to-reach returns, less pressure to gamble recklessly, and a more honest gaming environment are a big deal. Over time, this benefits not only players but the credibility and trustworthiness of the entire licensed casino sector.

Do you think high rollers will be driven away — maybe to offshore casinos, or grey markets where restrictions are looser?

That risk always exists. Some high rollers might chase higher bonuses or looser rules outside the regulated market. But this is where regulated operators and affiliates like Bojoko have a role to play.

By emphasising transparency, fair play, and clearly communicated bonuses, there’s a real opportunity to retain players who care about security, licensing, and long-term sustainability rather than the occasional big bonus.

What would you advise high rollers who now face smaller bonuses or harder-to-come-by VIP deals?

My advice would be: adjust expectations and focus on value beyond just bonus size. Look for casinos that offer consistent promotions, transparent terms, fast withdrawal speeds, and reliable support, which are benefits that matter in the long run.

High rollers may also benefit from casinos that offer loyalty schemes or cashback rather than headline-grabbing bonuses. In many cases, the overall experience — not just the bonus — is what delivers value.

Finally, do you think overall this regulatory shift is a net positive for the industry, or are we losing something important?

On balance, I believe it's a net positive. Yes, the glitz of big bonuses may fade, but trading that for a fairer, more responsible gambling environment is a meaningful improvement.

It reduces the structural incentives for excessive gambling, helps protect players from chasing unreasonable losses, and fosters a sustainable casino ecosystem. For players who value fairness and long-term enjoyment over big short-term bonuses, this is a good trade-off.