North Star Network (NSN) has officially finalised its acquisition of Bojoko, a prominent affiliate platform in the iGaming industry. The deal, which was finally finished on 14 February 2025, includes all Bojoko assets related to casino, bingo, and sports betting insights.
In terms of the acquisition’s structure, it includes a mix of upfront and earnout payments—and the total value has been set between 3.0 and 4.5 times NSN’s EBITDA for 2025. So, in other words, the total value of the deal will depend on how well NSN performs—financially—over the next year.
A major step for Bojoko and NSN
Bojoko has built a strong reputation in the UK and Canadian iGaming markets by offering players transparent, fairly in-depth reviews of online casinos, bingo, and sports betting platforms. The company’s business model lets operators create their own listings, too.
Joonas Karhu, Co-Founder and CEO of Bojoko, called the acquisition a turning point for the brand:
“This is a monumental step forward for Bojoko. Since day one, our goal has been to empower players with expert insights and easy tools that allow them to make informed choices. With North Star Network backing us, we’re now in a position to enhance our solutions, expand, and bring our expertise in the online gambling space to new audiences worldwide.”
It’s an expansive move for NSN, too, as it allows them to begin expanding their footprint beyond just sports media. In recent years, the company has already been growing its portfolio, acquiring a number of UK-based sports news sites like SportsMole.co.uk and MrFixitsTips in early 2024. In December of the same year, they also acquired Soccernet.ng, a popular Nigerian football blog.
Julien Josset, Co-Founder and CEO of NSN, spoke of how Bojoko aligns with NSN’s long-term vision:
“We are thrilled to welcome Bojoko into the North Star Network. Bojoko has built an excellent reputation in the industry for its user-driven approach, commitment to true quality, and innovative platform. This acquisition aligns perfectly with our vision to expand our influence in the iGaming industry, giving us an instant footing in the casino vertical.”
A shifting landscape for casino affiliates
The acquisition of Bojoko by NSN is yet another story of affiliate sites being acquired by larger networks. With NSN’s backing, Bojoko is likely to scale its operations, increase brand awareness, and potentially enter new markets—something many affiliate sites have been doing in recent years given the large number of new regulated markets emerging.
As large networks like NSN continue to absorb well-established brands, independent affiliates need to stay a step ahead—either by specialising in their own niche, or finding ways to stand out in a landscape increasingly dominated by major players.
