Sarah Caskie, Head of Brand at Heart Bingo, takes us behind the scenes at the hugely popular online bingo site and explains how online casinos choose welcome bonuses

The welcome bonus offered by an online casino is one of the most important factors players consider when deciding where to play. Whether spend and get free spins, no deposit bonuses or cashback, players are always looking for the best offers and biggest incentives.

But have you ever wondered how online casinos choose welcome bonuses? It’s not quite as simple as you might think, with the casino having to take into account different player types and preferences, as well as any limits imposed under the licences it holds.

It needs to do this while also ensuring that its offer stands out from all of the other bonuses being run by rival brands.

“When looking at bonuses we always analyse what has worked well in the past, what works well on other brands and also what is competitive and attractive to new customers to ensure they will have the best experience from the moment they sign up,” says Sarah Caskie, Head of Brand at Heart Bingo.

“We always look at what our competitors are doing but try to do it better. Whether that is through using exclusive games that you can only find on Heart Bingo or slightly more generous offers.”

The popular online bingo and casino site offers different bonuses for different player types, especially for bingo and slot players. This is because it focuses on delivering personalised experiences to its players rather than offering a catch-all bonus.

“The welcome bonus the player is offered will depend on the channel through which they have arrived at Heart Bingo, so those coming through Comparasino will be offered a bonus for online casino players, while those coming through an online ad for our bingo games will get a bingo offer,” Caskie adds.

While offering generous casino bonuses to its players, where Heart Bingo stands out is that it’s one of only a few brands that is a no wagering casino. This means there are no wagering or playthrough requirements attached to its welcome bonus or any other promotion offered to players.

In short, this allows players to keep all of their bonus winnings and withdraw them as cash whenever they like. Caskie says this is because Heart Bingo is on the side of the player and wants them to have as much fun as possible when engaging with the brand.

“At Heart Bingo we really like to make things as simple and straightforward as possible. We don’t like to make customers jump through hoops to redeem our offers. We like to think of ourselves as the home of feel good bingo and casino, and that means letting players keep all of the winnings from the bonuses or promos they claim.”

Offering no wagering welcome bonuses is a great way to deliver more to players, especially at a time when the value of sign-up bonuses is dropping. You may have noticed that the vast majority of welcome bonuses are spend and get mechanics plus a handful of free spins.

Why is this? Caskie explains:

“Bonuses are getting smaller due to regulation and the requirements set by the Gambling Commission. The industry is doing all it can to ensure it is responsible and promotes safe play, so we are moving away from bonuses that could potentially encourage players to overspend.

“Online bingo and casino should be a recreational experience, and the welcome bonuses UK licensed online casinos offer must reflect this. Of course, these bonuses still offer tremendous value to players, especially when there are no wagering bonuses like those at Heart Bingo.”

Despite this, you can still unlock plenty of free spins when you sign up to online casinos for the first time. Free spins are the most in-demand bonus here at Comparasino, with players wanting to fire up the reels on popular slots using the casino’s money.

Caskie says this is why Heart Bingo includes free spins in its welcome offer, but always adds a little bit of magic to make the promotion really appealing to players.

“We know our players love free spins so that is why we always offer them and tend to choose either new game releases or really popular games on our site for them to be played on.

“One of our favourite games to use is our Heart Make Me a Millionaire slot game which is similar to an on-air competition on Heart radio. We recently had one lucky customer win the jackpot on this game and actually become a millionaire.”

The welcome bonus is all about making a good first impression, but online casinos know they must continue to deliver a top-notch experience long after the free spins have been used up.

For Heart Bingo, this means leveraging the power of its brand to connect with players and then look after them from the moment they sign up and deposit for the first time. In recent months, this has seen the brand focus on improving its customer support team.

“Our agents really are the best,” says Caskie. “They are super friendly and are really quick to respond to questions and resolve any issues players might be having. We know our players just want to have fun, so our customer support team pulls out all the stops to make Heart Bingo the home of feel good bingo and casino.”

But Heart Bingo offers more than just a 4 star Trust Pilot rating and a generous no wagering welcome bonus. Players can explore more than 3,000 slot and casino games – including live casino – as well as plenty of unique bingo rooms.

You’ll also find a ton of exclusive games that carry the Heart Bingo brand. Fans of Double Bubble will be pleased to know they can enjoy the original title as well as a Heart Bingo version of the game. There’s also Heart Bonanza Bingo, Heart and Soul Bingo room, Heart Bingo Roulette and Heart Make Me a Millionaire Slot game.

Caskie says it also goes above and beyond other brands when it comes to promotions and rewarding players for continuing to play at Heart Bingo.

“We have a wide range of promotions that change every day with free bingo on Saturdays and lots of big prize giveaways. We have given away holidays, shopping sprees, a car, £2m jackpots and last year a lucky customer won £2023 every month for 2023. This year the ‘£2024 every month for 2024’ reward has been won and  so there are plenty of exciting giveaways and promos in the pipeline for players to take part in.”

And that’s something to always remember. While the welcome offer gives you the chance to play with bonus cash and free spins, ultimately the bonus cash is spent and the free spins used up so it’s just as important to look at what else the casino has to offer.

And in Heart Bingo, you’ll find a huge selection of games, plenty of payment options – including Apple Pay – instant deposits, fast payouts and a highly rated customer support team on hand to make sure Heart Bingo remains the home of feel good bingo and casino play.

So while its interesting to know how online casinos choose welcome bonuses, always remember to play at brands that offer the best overall experiece.


An important word on responsible gambling

Online casino is fun and enjoyed by millions of people across the UK. But it’s important that it does stay fun and that you remain in control of your play. Because we only partner with UK-licenced online casinos, each of the brands listed on Comparasino offers the tools you need to do this.


But some of these tools might be unfamiliar and it can also be tough to determine if you, or a family member or friend, could potentially have a gambling problem. That’s why we’ve created a Safe Gaming Hub where you can find information about all the responsible gambling tools offered at online casinos, how they work and which ones might be best for you.


It also contains insights into some of the early signs of problem play to be aware of in yourself and others as well as direct access to charities and organisations that support those with problem gambling habits.

Head to the Safe Gaming Hub