Former BGO chief exec launches new ‘trustworthy’ casino brand

Fledgling operator PlayOJO is looking to take advantage of an apparent growing distrust in the UK online casino industry by giving customers a “fairer deal” through bonuses bound by no wagering requirements and play limitations.

Speaking to EGR Intel, the brand’s co-founder Ohad Narkis, said customers were becoming disillusioned by complicated T&Cs and believed there was an opportunity for a brand that could give customers access to funds at all times.

PlayOJO claims it will also offer ‘money back on every bet’ as an alternative offer to bonuses that come with restrictive T&Cs.

Ohad Narkis, PlayOJO co-founder

Narkis, who spent six years at Pokerstars and was previously chief executive at BGO, said the implementation of the UK bonus tax in August would make bonusing “less financially viable” and the market would “need to reinvent itself” in order to maintain a profitable business.

“One of the biggest contention points in casino is around availability of money,” Narkis said. “We wanted to offer an alternative that puts players in control of their own money and gives customers a better experience.

“Only a couple of weeks ago the Gambling Commission released a survey which revealed only 34% of people think the industry can be trusted.

“So only a third of active players believe in the business they interact with and give their money to, meaning there is a huge gap in the market which brands like us can attract,” he added.

The firm’s PlayOJO site carries a ‘manifesto’ which includes pledges such as: “What you see is what you get with OJO: no backhanded bonuses, no shifty small print swept under the rug, just real money and real play.”

PlayOJO launched in January on the SkillOnNet platform but with a front-end built from scratch specifically for the brand. The firm has initially focused on digital marketing, however, Narkis said a TV commercial was to come shortly.