The term “VIP” is often thrown around casually, yet few operators truly deliver on the promise of an exclusive, luxury experience. For high rollers—players who gamble big and expect service to match—the lack of attention to their unique needs can be frustrating.
However, there are many ways to quickly remove the noise and find sites that treat VIP players the way they should be treated. One man who has been at the forefront of bringing luxury one step closer in seconds is Joonas Karhu, CEO of the massive UK comparison site Bojoko.com.
A former poker player and still a gambler, Karhu is very familiar with what high rollers want. On Bojoko, high-rollers can see a list of ranked casinos based on their high-roller experience, complete with the thoughts of the site’s experts. In this exclusive interview, Karhu shares his thoughts on what a true VIP experience should entail, why high rollers shouldn’t settle for glorified loyalty programs, and how the industry can better cater to its most valuable players.
What inspired you to focus on the high-roller experience in online casinos?
I’ve been there myself—playing at a level where it’s not just about the money but the experience. High-rollers are looking for something more. They’re not content with generic offers or cookie-cutter loyalty schemes.
What drew me to expand Bojoko’s offerings and create lists and guides specifically for the VIPs is that there’s just so much misleading fluff out there. There’s a lot of talk about “VIP treatment,” but it’s often just marketing. High-rollers want tailored, meaningful experiences, and I saw a real opportunity to help bridge the gap between what players expect and what casinos deliver.
In your view, what defines a true VIP experience for a high roller?
It’s about personalization and respect. A high roller should feel like they’re playing at a boutique casino that knows them inside and out, even if it’s online. This means having a dedicated account manager who understands their preferences, not just in terms of games but also communication style, preferred bonuses, and even withdrawal speeds.
True VIP treatment also goes beyond the casino. High-rollers should have access to exclusive events, gifts, or even unique experiences like luxury trips. It’s about creating a lifestyle around the casino, not just throwing bonus cash at the players and hoping they stick around.
Why do you think many online casinos fail to deliver this level of service?
A lot of it comes down to scale, budget and resources. Most online casinos are built to cater to the masses, so they focus on automation and scalability. Most casinos also don’t have the size of cash flow to really roll out the red carpet. While this is fine for casual players, it doesn’t work for high rollers who expect a more hands-on, tailored approach.
There’s also a misconception about the value of high rollers. Many operators assume it’s all about throwing money at the player—bigger bonuses, cashback, etc. While financial incentives are part of the equation, they’re not the whole picture. High rollers value time, discretion, and experiences that make them feel genuinely appreciated.
What advice would you give to high rollers when choosing an online casino?
Don’t settle. If a casino claims to offer a VIP experience, dig deeper. Ask about what being a VIP actually entails. Do they provide a personal account manager? How flexible are they with bonuses and withdrawals? Are there exclusive rewards or events, or is it just a glorified loyalty program with fancy branding?
Also, look at the casino’s reputation. High rollers deal with significant sums of money, so trust is paramount. Check player reviews, verify their licensing, and see how they handle customer service. A true VIP experience starts with trust and transparency.
How does Bojoko help high-rollers find the right casinos?
We take the guesswork out of finding quality casinos. Our platform is designed to provide players with all the information they need to make an informed choice. For high-rollers, we highlight casinos that genuinely cater to VIPs—not just those that use the term as a marketing gimmick.
Our reviews are detailed and honest. We test everything from game selection to customer support and pay close attention to how casinos treat their high-value players. We also include player feedback so our users can see real-world experiences from people like them.
What should online casinos do to serve their high-roller players better?
Many just don’t have the resources to do this properly, and that’s fine; they can cater to regular players. All this means is they won’t be featured on lists for high-rollers on Bojoko.
However, if you represent a casino that does have the funds, invest in personalization. High-rollers don’t want to feel like just another account number. Dedicated account managers who build real relationships with players can make all the difference.
Also, make the experience seamless. High-rollers don’t want to wait or deal with unnecessary hurdles—they want things fast and easy. Everything should be at their fingertips. VIP tables, high-stakes games, etc., need to be present, and if you see a hole or error, fix it immediately.
As I mentioned earlier, it is also key for these platforms to understand that a true VIP experience isn’t just about what happens on the platform. Offer experiences that go beyond the games, whether it’s invitations to luxury events, personalized gifts, or unique travel opportunities. It’s about creating memories, not just transactions.
Do you think the industry is moving in the right direction when it comes to catering to high rollers?
I don’t really think so. It is very similar to how it always was. It may even be a bit worse today in terms of just how many small boilerplate casinos are everywhere, with no real way to cater to high rollers but with cheekily and boldly named loyalty programs.
What excites me is the growing competition in the market. As more operators enter the space, they’re being forced to innovate and step up their game. This is good news for high rollers because it means better options and experiences.
