Clouded terminology
I think the problem is poor use of language, and lack of a worked example in another currency.
The phrase "amount equivalent in casino chips" can be interpreted differently in relation to the claim "100 pounds".
It could mean that a dollar deposit would receive the £100 in an "amount equivalent in dollar chips", around $200 (and this is how I read it when I checked the site).
What they seem to mean is that it is the 100, and not the currency that applies to the term "equivalent", and they mean 100 CHIPS is the bonus, which will be 100 of whatever denomination you deposit in. This is the most usual arrangement, and is often left unstated, so when the terms do state about currency equivalent, it is easy to make the non-standard interpretation.
A worked example would have helped, such as "deposit £200 and get £100 deposit £400 and get £100" or "deposit $200 and get $100, deposit $400 and get $100"
As to the other point, there ARE casinos that apply currency exchange to bonuses. Spin Palace do this with some of the competitions, such as the slots rally, "first prize $200, £150, e200". This takes out the "pound edge".
I have also seen Riverbelle (BelleRock) quote different amounts for pounds and dollars.
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