In a landmark move for the digital sports media and iGaming sectors, North Star Network (NSN) has officially acquired Bojoko, a prominent iGaming affiliate, on February 14, 2025. This acquisition marks NSN’s strategic entry into the online casino market, a rapidly growing segment of the global gaming industry. Valued at 3.0-4.5x Bojoko’s projected 2025 EBITDA, the deal includes both upfront payments and performance-based earnouts, reflecting confidence in Bojoko’s future growth under NSN’s stewardship. With this acquisition, NSN is poised to reshape the iGaming affiliate landscape, leveraging Bojoko’s expertise to strengthen its foothold in the casino vertical and unlock new opportunities worldwide.
The overall impact of this acquisition extends far beyond a simple business transaction. It signals a significant shift in the iGaming affiliate ecosystem, where consolidation and innovation are becoming key drivers of success. For North Star Network, a company traditionally rooted in sports media, this move diversifies its portfolio and positions it as a formidable player in the lucrative online casino space. Bojoko, already a trusted name among UK and Canadian players, gains access to NSN’s resources, expertise, and global reach, amplifying its ability to serve a broader audience. For the iGaming industry as a whole, the deal underscores the growing importance of affiliates in connecting players with operators, while raising the bar for user-focused platforms.
Julien Josset, Co-Founder and CEO of North Star Network, described the acquisition as a pivotal moment for the company. “We are thrilled to welcome Bojoko into the North Star Network,” he said. “This acquisition aligns perfectly with our vision to expand our influence in the iGaming industry, giving us an instant footing in the casino vertical.” Josset highlighted Bojoko’s unparalleled casino expertise as a key asset, noting that the partnership would enable NSN to enhance Bojoko’s services and explore untapped markets. The Malta-based platform, already a leader in its niche, now has the backing to scale its operations and compete on a global stage.
For Bojoko, the acquisition represents a transformative leap forward. Founded in 2017, the platform has built a sterling reputation for delivering transparent reviews, user-friendly tools, and expert insights into casinos, bingo, and sports betting. Its accolades, including the EGR Nordic Affiliate of the Year in 2021 and MiGEA Malta’s Best Affiliate Company in 2022, reflect its commitment to excellence. Joonas Karhu, Bojoko’s Co-Founder and CEO, expressed optimism about the future: “This is a monumental step forward for Bojoko. 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.”
The acquisition’s ripple effects are likely to be felt across the iGaming industry, particularly in the affiliate sector. As online gambling continues to surge—projected to reach a global market size of $127 billion by 2027, according to Statista—affiliates like Bojoko play a critical role in guiding players through a crowded marketplace. By integrating Bojoko’s capabilities, NSN can refine its offerings, delivering greater value to both players and casino operators. This could set a precedent for other media groups to pursue similar acquisitions, accelerating consolidation in the affiliate space.
One of the most significant outcomes of this deal is the potential for international expansion. Bojoko’s established presence in the UK and Canada provides a strong foundation, but NSN’s resources could propel the platform into new regions, such as the United States, where online gambling is gaining legal traction, or emerging markets in Asia and Latin America. This global outreach aligns with the industry’s trend toward localization and personalization, as players increasingly demand tailored content and reliable information.
Moreover, the acquisition enhances competition among iGaming affiliates. Bojoko’s user-centric approach—featuring intuitive filters and unbiased reviews—raises the standard for what players expect from affiliate platforms. Competitors may need to innovate or risk losing market share to a newly empowered Bojoko. For casino operators, this could mean stronger partnerships with affiliates capable of driving high-quality traffic, ultimately boosting revenue across the ecosystem.
From an economic perspective, the deal’s structure—pegged at 3.0-4.5x 2025 EBITDA—demonstrates NSN’s confidence in Bojoko’s profitability and growth potential. The inclusion of earnout payments ties the acquisition’s success to future performance, incentivizing both teams to collaborate closely. For NSN, this minimizes upfront risk while maximizing long-term returns, a savvy move in an industry where trends can shift rapidly. For Bojoko, the financial backing provides the capital needed to invest in technology, marketing, and talent, ensuring it remains a leader in the affiliate space.
Strategically, the acquisition diversifies NSN’s revenue streams, reducing its reliance on sports media and tapping into the resilient iGaming market. Online casinos have proven particularly robust, even amid economic downturns, as players turn to digital entertainment for convenience and accessibility. By entering this vertical, NSN positions itself to weather market fluctuations and capitalize on the sector’s upward trajectory.
The North Star Network-Bojoko partnership heralds a new chapter for both companies and the iGaming industry at large. As NSN integrates Bojoko’s expertise, players can expect enhanced tools and insights, while operators may benefit from more effective affiliate marketing. The acquisition’s success will hinge on execution—delivering on promises of expansion and innovation—but the foundation is undeniably strong.
In conclusion, North Star Network’s acquisition of Bojoko is more than a business deal; it’s a catalyst for change in the iGaming affiliate world. By combining NSN’s ambition with Bojoko’s credibility, the partnership has the potential to redefine how players engage with online casinos, setting a new benchmark for the industry. As the dust settles on this February 14 milestone, all eyes will be on how this collaboration shapes the future of iGaming.
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