Definition
Reload Bonus
Also known as Reload, Top-Up Bonus, Existing Player Bonus
By Abhinav VasudevanReviewed Editorial policy
In short
A reload bonus is a deposit match offered to existing customers rather than new ones. Terms are usually less generous than a welcome offer but often carry lower wagering requirements.
A reload bonus is a deposit match for players who already have an account. Typically 25% to 50%, against 100% or more for a welcome offer.
Why they exist
Acquiring a new customer costs far more than retaining an existing one, so reload offers are a cheaper form of the same spend. They are targeted at players who have gone quiet, which is why they frequently arrive by email after a period of inactivity.
That targeting is worth noticing. A reload offer appearing shortly after you stopped playing is not coincidental; retention systems are triggered by exactly that pattern.
Frequently better value than a welcome bonus
Counterintuitively, reload terms are often more favourable per pound:
| Typical welcome | Typical reload | |
|---|---|---|
| Match | 100% | 25–50% |
| Wagering | 35–50x | 20–35x |
| Max bonus | £200–500 | £50–200 |
The smaller match with a lower multiplier can produce less turnover obligation per pound of bonus. Comparing the required turnover rather than the headline percentage is the only way to see this.
Common forms
- Weekly or weekend reload: a standing offer on set days
- Targeted reload: emailed to specific segments, usually lapsing players
- VIP reload: better terms for high-value accounts
- Seasonal: tied to a sporting event or holiday
The behavioural point
Reload bonuses are designed to prompt a deposit you were not otherwise going to make. That is their entire function.
If an offer arrives and you had not planned to play, the offer is doing its job. The bonus is only worth taking if you were depositing anyway. At which point checking the terms against alternatives is worthwhile, and taking it is straightforwardly better than not.
Common questions
Are reload bonuses worse than welcome offers?
Smaller in headline terms but often better per pound, since reload wagering is typically 20x to 35x against 35x to 50x for welcome offers. Compare required turnover rather than match percentage.
Why did I get a reload offer after I stopped playing?
Because retention systems are triggered by exactly that pattern. Reload offers are targeted at lapsing players and are designed to prompt a deposit you were not otherwise going to make.