No-deposit free spins are one of the most powerful promotional tools online casinos have. The idea of the freebie can bring in enormous amounts of players you otherwise wouldn’t get, but as all experienced advertisers know, it comes with quite a few risks. The effectiveness of these offers can also vary quite a bit based on the market you are in, with big grey markets like Canada possibly not offering the same competitive edge as in many smaller markets.
To explore how Canadian casinos can mitigate these risks while leveraging no-deposit-free spins for sustainable growth, we spoke with Joonas Karhu. Karhu is the CEO of Bojoko.ca and actively helps players choose between no-deposit free spins offers available in Canada. Here, Karhu shares his insights, speaks about the potential of free spins offers in Canada, and provides actionable insights on balancing player acquisition, engagement, and long-term success.
SBC Americas: We all know how effective no-deposit free spins can be, but how effective are they in Canada?
Joonas Karhu: Canada is an interesting market because it is still developing. Provinces like Ontario have a regulated market and clear rules, and other provinces operate in a grey market. This creates a mix of players with different levels of familiarity and trust in online casinos.
Online casinos are not as well established and understood in many European countries, which means that free spins are not just a freebie but can also serve as an educational tool. They allow new players who might be unfamiliar with online gaming to get comfortable with the platform and games without financial pressure.
Outside of that, they have the same appeal as everywhere else, and you have the huge free spins hunter culture just as in many other places. This does mean an instant audience, but it also means players are used to going for an easy hit-and-run. To make things worse and more complicated, the fact that the majority of Canada is a grey market, which is very easy to enter, there are many more brands to compete with than in a regulated market like Ontario or the UK.
SBCA: What are the main risks for casinos when offering no-deposit free spins?
JK: The biggest risk is abuse, and more than any other offer, it is just part of the game here. We have a huge number of players actively searching for these offers, then signing up, claiming the free spins, cashing out any winnings, and moving on to the next promotion. This behavior, often referred to as “bonus hunting,” can eat into a casino’s profitability without providing much in return.
If no-deposit free spins aren’t structured thoughtfully, they can not just attract the wrong type of audience but be really costly. You must anticipate this behavior and put clear stop rails. Operational costs can add up quickly, leading to your free spins offer becoming unsustainable.
SBCA: How can casinos mitigate these risks while still using no-deposit free spins effectively?
JK: It starts with setting clear and fair terms and conditions. For example, limiting the amount players can win from no-deposit free spins ensures that the promotion doesn’t lead to disproportionate costs. It should not be so low that there is no value, but it should also not be so high that it can impact your bottom line.
Casinos should also use wagering requirements and maximum win limits to ensure that players engage meaningfully with the platform before withdrawing winnings. This won’t mean much to the bonus hunters, but regular players may like what they see.
More importantly, make them like a lot of what they see. Give them reasons to stay. Sure, have a great website and focus on getting a good slot selection, but those are a dime a dozen now. Aim for more bonuses, tournaments, and maybe cashback. Have players see the offers and opportunities. Amplify it all. A strong site should manage to retain a decent portion of the players signing up.
Another strategy is targeting instead of offering no-deposit free spins to everyone. You can, for instance, test out exclusive free spins offers with affiliates, which will let you get exact numbers on the value each affiliate brings in and make decisions on where to keep promoting the offer based on this.
SBCA: How can casinos turn no-deposit free spins into a tool for sustainable growth?
JK: The key is using them as part of a broader strategy. No-deposit free spins should act as an introduction to your casino, not the main attraction. Use them to showcase your platform’s strengths—whether that’s a great game selection, fast payouts, or exceptional customer support.
Once you’ve attracted players with free spins, focus on retention. As I mentioned, you need more bonus promotions that are readily available. Frequent offers, cashback, loyalty programs, tournaments, or forms of gamification are great tools to keep players engaged. The goal is to convert them from one-time users into long-term customers.
Data is also essential. Track the behavior of players who claim no-deposit free spins to understand what works and what doesn’t. Are they moving on to deposit? Are they engaging with specific games? Use these insights to refine your approach and improve ROI.
