iGaming Talks: Interview with Bojoko’s Ville Saari on the Rise of Keno in the UK

Keno has often flown under the radar in the UK casino market, overshadowed by staple games like slots, blackjack, and roulette. However, there’s been a noticeable shift as more UK players start to appreciate Keno’s simplicity, fast-paced action, and lottery-style excitement. 

To understand what’s driving this growth and what opportunities it presents for operators, we spoke with Ville Saari, Bojoko’s Lead Content Manager, who heads the casino expert team and has a keen eye for player trends.

In this interview, Saari shares his insights on the appeal of Keno for British players, what makes a Keno game stand out, and how operators can optimize their Keno offerings to attract a growing audience.

TheGamblest: Keno is becoming more popular in the UK. What do you think is behind this shift?

Ville: Keno is unique in that it straddles the line between a classic lottery and a bingo-style game, and I think simplicity is part of its appeal. Players don’t need prior experience or in-depth knowledge to play—they just pick numbers, place a bet, and see if they match. With so many games vying for players’ attention, the straightforward nature of Keno makes it a perfect choice for those who want a quick, engaging experience without the complexities of strategy-based games.

There’s also a very clear interest in instant, low-commitment games, which Keno delivers exceptionally well. UK players are increasingly looking for games they can dip in and out of, especially on mobile. Keno offers that flexibility, and the potential for large payouts on a small stake is an attractive factor, especially for those who enjoy lottery-style thrills. For operators, this means there’s an opportunity to cater to a more casual gaming audience that may not typically engage with traditional casino games.

TheGamblest: What elements make a Keno game particularly appealing, and how can operators optimize their offerings?

Ville: The quality of the Keno experience depends heavily on the game’s ease of use, visual clarity, and payout structure. You should have a few different versions at hand and make it very easy to find them in your game library.

Simply having any Keno games is better than none. We track casinos that offer Keno, and surprisingly, we have noticed that about 30% of the UK casinos we have reviewed are not present on our overview. Just adding Keno will make you more appealing to British players.

Incorporating variants like Power Keno or progressive jackpots can add an extra layer of appeal, allowing players to experience something beyond the traditional format. These minor tweaks keep players engaged and add value without deviating too far from the original simplicity of Keno.

TheGamblest: What Keno variants or innovations are particularly effective in engaging players?

Ville: Traditional Keno remains popular, but we’re seeing more interest in variations like Power Keno and Super Keno, which add extra winning opportunities through multipliers based on specific draws. These tweaks maintain the essence of the game while enhancing the excitement factor, making Keno feel fresh without overwhelming players with too many rules.

Progressive jackpot Keno is another effective variant, as it leverages the same mechanics but introduces a larger prize potential. The ability to win a growing jackpot resonates with players who crave that lottery-style anticipation. For operators, progressive jackpot Keno is a smart way to add variety and attract players who might otherwise gravitate towards slot jackpots.

TheGamblest: How can operators best promote Keno to a UK audience?

Ville: Simply being present on affiliate overviews of casinos that offer Keno, such as ours, is a really easy way to gain extra attention. You should also display it prominently within your game library. Making it easy to jump to Keno games or even get Keno offers is a great way to engage its fans.

At Bojoko, we’re seeing steady interest in Keno, and our team consistently reviews and ranks the top Keno options available to UK players. As Keno continues gaining traction, operators who adapt their offerings and make the game more visible in their portfolios stand to capture a growing audience ready for something fresh yet familiar.