Matti Slotte is a name that Finnish players associate with honesty and expertise in online gambling. As the founder and editor-in-chief of KasinoBonus.io, he pioneered modern approaches to evaluating online casinos, making this world more transparent for players. In his hometown of Kuopio, Matti evolved from a software developer to one of the industry’s leading experts.
We met with Matti Slotte in his cozy office to discuss what led him to create KasinoBonus.io, the intricacies of working on such a project, and the future of the Finnish gambling market.
Journalist: Matti, thank you for agreeing to this interview. Your journey in the gambling industry is truly impressive. Let’s start from the beginning: what inspired you to create KasinoBonus.io?
Matti: Great to meet you, thank you for your interest in my work! The idea of KasinoBonus didn’t come to me immediately. It all started when I was actively playing at online casinos in the late 2000s. It was an exciting time: Mega Moolah, online poker — the gambling world was rapidly evolving. But I noticed that players lacked quality and honest information. Many sites promoted casinos without caring about how reliable these platforms were. I decided I could change that.
Journalist: When exactly did you decide to create your own project?
Matti: It happened in 2018. By then, I had been working in the industry for many years — starting as a junior developer, then becoming a project manager. But I always wanted something of my own. The casino where I worked was focused on the mass market, and I wanted to focus on Finnish players’ interests. That’s how KasinoBonus.io came to be.
Journalist: How does your site differ from other casino review platforms?
Matti: First and foremost, it’s honesty (smiles). I’ve always believed that the main task of such sites is to help players, not deceive them for affiliate payments. We focus on objective reviews and create content that’s genuinely useful. For example, our articles explain in detail how bonuses work or what to look for when choosing a casino.
Journalist: Finland traditionally regulates gambling through the Veikkaus monopoly. How do you assess its role in the market?
Matti: Veikkaus is an important part of Finnish culture. They remained the only major player in the market for a long time, and their activities have a positive social impact: revenues benefit society. But times are changing. More players are turning to international platforms that offer a wider selection of games, larger bonuses, and modern interfaces. Competition is inevitable, and I think it only benefits players.
Journalist: So KasinoBonus helps Finnish players in this transition?
Matti: Exactly. We don’t advocate leaving Veikkaus, but we provide information about opportunities. Our reviews help people navigate the variety of international casinos and learn to recognize scammers. Finland is famous for its high digital literacy, but there are still many grey areas in gambling.
Journalist: Matti, how do you manage to keep the content on your site up-to-date?
Matti: It’s not easy, especially considering how quickly the industry changes. But we have an experienced team that constantly monitors the market. We collaborate with experts who help track changes in rules and new trends. Of course, I still do some work myself — sometimes I just can’t let go of certain material until I’ve personally checked it (laughs).
Journalist: What’s the most challenging part of your work?
Matti: One of the main difficulties is maintaining a balance between honesty and revenue. Affiliate programs are an important source of funding for such sites, but we never put them above our readers’ interests. For example, we refuse to work with casinos that don’t meet our standards.
Journalist: You work in quite a stressful field. How do you find time to relax?
Matti: Finnish nature is my main salvation. I often walk along the Katiskaniemi trail by Lake Kallavesi. This place allows me to completely disconnect from work and recharge. Also, I’m a big football fan (smiles). I rarely miss KuPS home games, especially when the match is really important.
Journalist: KasinoBonus.io is already available in several languages. How challenging was it to adapt the site for an international audience?
Matti: It was indeed a serious challenge. Localization isn’t just about translating texts; it’s about fully immersing yourself in the culture and preferences of players from different countries. For example, Finnish players value conciseness and clear information, while in Spain, the emphasis is on attractive bonuses and bright details. We worked hard to adapt our reviews without losing quality. An international team of experts helped us with this. Currently, the site is available in English, German, Spanish, and Finnish, but we continue to work on expanding our language base.
Journalist: How do you see KasinoBonus in five years?
Matti: I want KasinoBonus.io to become not just a website, but a full-fledged platform where players can not only read reviews but also share experiences. We might add a forum or a rating system based on user reviews. The main thing is to continue being a reliable source of information.
Journalist: Thank you for this inspiring interview, Matti! We wish you and your project success.
Matti: Thank you! It was great talking to you.