Interview: Bojoko’s Head of Marketing Discusses How to Attract VIP Players in Canada

High rollers are the lifeblood of many online casinos. They deposit and wager significantly larger sums than the average player, making them a highly sought-after audience for operators. But attracting high rollers is only half the battle—keeping them engaged and ensuring they return is where the real challenge lies. So, how can Canadian online casinos stand out and provide the tailored, exclusive experiences high rollers expect?

To answer this, we spoke with Christoffer Ødegården, Head of Marketing at Bojoko.ca, a leading affiliate platform tailored to Canadian players. With deep insights into player behavior and years of experience in the industry, Ødegården sheds light on what Canadian casinos must do to appeal to high rollers and keep them loyal in an increasingly competitive market.

What makes high rollers such an essential segment for Canadian online casinos?

High rollers bring a lot of value to casinos. Their larger deposits and wagers generate significant revenue, often far exceeding what regular players contribute. That said, this is a demanding audience. High rollers expect exceptional treatment and are quick to leave if they feel undervalued. For Canadian casinos, this means creating tailored experiences that meet their expectations while balancing the operational costs.

What do Canadian high rollers look for when choosing a casino?

At the top of the list is personalization. High rollers don’t want a one-size-fits-all experience—they expect casinos to understand and cater to their preferences. They are used to getting what they want and have the ear of a personal account manager who should know what they want before they want it. VIP players don’t generally want to chase and argue. They want the red carpet treatment with complete ease.

Of course, we can differentiate a little, as VIP players vary quite a bit, especially if you have a more general VIP program that is easy to access. These more moderate high rollers are drawn to loyalty schemes that offer tangible rewards, whether it’s cashback, luxury gifts, or access to exclusive tournaments. You should cater to different players in different ways, follow the data, see their behavior, and build on your insights.

Once a high roller is on board, what’s the key to keeping them engaged?

Consistency in delivering a VIP-level experience is essential. High rollers expect to be treated like royalty, not just during their first few deposits but throughout their time at the casino. Regular communication is key—a personal account manager who checks in, provides tailored offers and ensures everything runs smoothly can make a huge difference. Any hiccup could pave the way for them to look elsewhere.

Another important factor is exclusivity. High rollers love the idea of being part of something special. This could mean private real-world events or, as I mentioned earlier, private tournaments, personalized gifts, etc. The more valued they feel, the more likely they are to stay.

What role does Bojoko.ca play in helping Canadian casinos attract high rollers?

Bojoko.ca connects players with casinos that match their preferences, including those with exceptional VIP programs. High rollers often visit our platform to compare casinos, looking specifically for features like tailored bonuses, high deposit limits, and fast withdrawal options. 

We have created an overview of the Canadian casinos our experts deem the best of high rollers, and the interest is quite solid. One key thing to remember is that there are fewer high rollers than regular players. Even gaining 1 can make a big difference for a small casino, so being present on our page and getting a few potential FTDs from it can be huge.

Bojoko.ca and other affiliates are a great way to reach this audience, as high rollers want to know that they are making the right choice. They will be spending a lot of their money and need to know if they can trust you. This is especially key in a grey market, which is the status of all of Canada, save Ontario. 

At Bojoko.ca, we vet all the brands we list, and our experts conduct thorough reviews. Our readers see and know this. We highlight what makes each casino unique, including its VIP perks, loyalty programs, and high-roller-friendly features. This helps players trust your brand and be more open to signing up. 

What are some common mistakes Canadian casinos make when targeting high rollers?

One of the biggest mistakes is treating high rollers like regular players. This audience expects a much higher level of service and attention, and failing to deliver that will drive them away. Another common error is not being transparent about terms and conditions. High rollers are savvy—they’ll quickly spot hidden fees or unclear bonus terms, and this can erode trust.

Another issue is neglecting the long-term relationship. It’s easy to focus on acquisition, but retention is where the real value lies. If a casino doesn’t invest in building loyalty, high rollers will simply move on to the next option.

A final error is not to do a thorough cost-benefit analysis. You can not just throw money at your high rollers; you need to ensure it is worth it, whether short-term or long-term. High rollers spend a lot of money, but they can also win a lot of money, and you need to be prepared for it and enter it into your calculations. If not, you may find yourself in big trouble.