Digital sports media leader North Star Network acquires Bojoko

February 18, 2025

Digital sports media leader North Star Network acquires Bojoko

North Star Network (NSN) has made a bold move to strengthen its position in the iGaming sector by acquiring leading casino affiliate Bojoko. Finalised on 14 February 2025, the deal includes all Bojoko assets and marks a major expansion for the digital sports media group into the fast-growing online casino market.

A New Chapter for Bojoko

Since 2017, Bojoko has been helping UK players find the best casinos, bingo sites, and sports betting sites. Its Canadian counterpart, Bojoko.ca, has been instrumental in guiding Canadian players through the burgeoning online gaming landscape. The acquisition by NSN is poised to provide Bojoko with enhanced resources, enabling it to amplify its influence within the iGaming affiliate industry.

The deal combines upfront cash with future earnout payments, tying the final price to Bojoko’s performance. If targets are met, the payout will land between three and four-and-a-half times Bojoko’s projected EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortisation) for 2025—a key measure of profitability that reflects the company’s core earnings before financial and accounting adjustments.

Leadership perspectives

Julien Josset, co-founder and CEO of North Star Network, expressed enthusiasm about the integration:

“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. Bojoko’s casino knowledge is almost unparalleled, and we could not be more excited about the future.

“Together, we plan to expand Bojoko’s reach internationally, creating even more value for players and partners alike,” he concluded.

Bojoko’s co-founder and CEO, Joonas Karhu, will continue to lead the project under the NSN umbrella. Karhu highlighted the significance of this development:

“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.

“This partnership opens the door for unprecedented growth and innovation.”

Strategic implications

The move pushes North Star Network beyond its core sports media business and into the fast-growing casino affiliate space, with Bojoko’s casino expertise now strengthening its position in the iGaming affiliate sector.

With NSN’s global audience and Bojoko’s established presence in the UK and Canada, the deal could open doors for both teams as they look to grow.

Bojoko’s reputation for user-oriented solutions, such as its intuitive, quick filters and transparent reviews, has garnered industry accolades, including the EGR Nordic Affiliate of the Year award in 2021 and the MiGEA Malta’s Best Affiliate Company of the Year award in 2022.

Bojoko’s industry awards emphasise its strong standing in the casino affiliate space. North Star Network aims to build upon it as it grows.

Future outlook

North Star Network’s reach already spans over 30 countries, and with Bojoko’s casino expertise now in the mix, both teams are eyeing new markets. The companies expect the move to improve what they offer players while giving them a stronger hand in the competitive iGaming affiliate space.

As the teams begin working together, all eyes will be on how Bojoko’s casino expertise pairs with North Star’s sports media platforms. With Bojoko’s casino specialists joining forces with North Star’s sports media platform, the combined team hopes to push into fresh markets and reach more players.