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Online gambling is a high-revenue industry, with revenue expected to reach more than $477 billion by 2025. Naturally, many businesses want a piece of the market, but launching an online casino or sportsbook isn’t as simple as it seems.
Obtaining a gaming license alone can take up to a year. Then, there’s marketing, business development, and a long list of behind-the-scenes operations to manage.
Imagine entering the online gambling industry the way businesses expand through franchises.
Instead of building an online casino or sportsbook from scratch, which requires significant investments and technical expertise, you rent a fully operational gambling platform from a provider that has already set everything up.
A white-label solution works like a franchise in the online casino and betting industry.
Much like a franchise, this model allows operators to launch quickly without handling the technical and legal challenges.
A while label provider takes care of software, game integration, payment processing, security, and legal compliance. Meanwhile, a white-label operator customizes the branding and focuses on marketing.
The setup is often called a “business-in-a-box” because it provides everything needed to enter the market without developing technology, securing a license, or making a large initial investment.
The key reasons for the growing popularity of white-label solutions are time and money. Starting a white-label online casino typically takes around 4-6 weeks.
In this article, we will explore how white-label solutions work and the advantages they offer, helping you choose the best approach for launching your project.
Understanding White Label Solutions
A white-label casino is a ready-made online casino that you can launch as your own without building it from scratch.
To better understand how this works, let’s go back to the franchise metaphor.
Imagine you want to open a restaurant but don’t want to spend years creating recipes, designing a kitchen, hiring chefs, or obtaining business permits. Instead of going through all these steps, you buy a franchise, which allows you to benefit from an established business model without making those sacrifices.
How does this concept apply to online gambling?
In this case, the franchise company is a white-label solution provider. They give you everything you need:
- The platform (like a restaurant layout)
- Games and software (like the menu and kitchen equipment)
- Payment processing and security (like business permits)
- Legal compliance and licensing (like health regulations)
As the operator, you put your name and branding on the platform.
Like in a traditional franchise, you don’t own the platform. You must pay a fixed fee or share a percentage of the revenue with the white-label provider.
White-label solutions offer a fast and cost-effective way to launch an online casino or sportsbook. There’s no need to build a platform from scratch or invest millions in software development and licensing.
A traditional casino setup can take months or even years to launch, whereas a white-label casino can be up and running in just a few weeks. As your casino grows, you can quickly expand by adding new games and features or entering new markets.
Key Features of White-Label Gambling Platforms
Now, let’s see what you will get buying a white-label solution. Below are the key features that make them an attractive choice:
Ready-made Casino & Sportsbook Software
When you buy a McDonald’s franchise, you don’t need to create a menu, test recipes, and business development practices; you have a ready-made solution.
Similarly, with a white-label casino or sportsbook, you don’t need to develop your software, build a website, or create the games—everything is ready.
A white-label platform provides a solution that includes everything needed to run an online casino or sportsbook. The software is pre-built, tested, and optimized for performance, so you don’t need to develop anything from scratch.
Custom Branding & User Interface
Even though you’re using a franchise model, you can customize the menu, adding some special sauces to make it feel like your own restaurant.
With a white-label casino, you can customize the branding, logo, and theme to look like a unique online casino—even though a white-label provider powers the backend.
Game & Sports Betting Integration
When you buy a restaurant franchise, you aren’t required to create your menu if you don’t want to. You can access a proven list of best-selling dishes that people already like.
A white-label casino works the same way. You get popular slot games, poker, and live dealer games from top providers like NetEnt, Evolution, Pragmatic Play, and Microgaming.
If it includes a sportsbook, it will also have real-time betting odds, live sports events, and a variety of sports betting markets, including football, basketball, eSports, and more.
Licensing & Regulatory Compliance
Similar to running a restaurant where the parent company handles legal matters like licenses and permits, a white-label online casino or sportsbook provider operates under its gambling licenses (such as Malta, Curacao, or Kahnawake), so you don’t need to apply for one yourself. This saves you months (or even years) of waiting and huge legal costs.
Integrated Payment Solutions
A white-label solution comes with built-in payment gateways, including credit cards (Visa, Mastercard), e-wallets (Skrill, Neteller), cryptocurrencies, and bank transfers, making it simple for operators not to spend time to partner with PPS from scratch.
Security & Fraud Protection
A white-label solution that helps keep transactions secure and meets gambling regulations includes anti-fraud protection, SSL encryption, and responsible gaming features.
How White Label Gambling Works
A white-label solution allows business owners to get quick access to a unique and ready-to-operate online casino.
Creating an idea, developing software, or obtaining a license is unnecessary. Instead, the business partners with a white-label provider who sets up everything you need. All you need to do is put your branding on it and attract players.
Launching a gambling site using a white-label solution involves several steps:
Step 1: Choose The Right White Label Provider
First, you choose a white-label solution provider that offers a complete gambling platform.
White-label providers are companies that develop, maintain, and license gambling platforms to operators. They are responsible for:
- Providing software platforms and games
- Technical support to online casino operator
- Website development and hosting
- Keeping an active gaming license
- Processing payments via multiple payment methods
Step 2: Customize The Platform
Instead of developing your software, you get access to a fully functional platform that you can personalize with your name, logo, and design.
Using a white-label solution, operators are responsible for:
- Day-to-day casino administration
- Marketing and player acquisition
- Player retention, promotion strategy, and loyalty programs
- First-line support to players
Step 3: Launch The Platform
Once your brand is set up, you can offer casino games like slots, poker, and live dealer tables or provide sports betting with real-time odds.
The white-label provider ensures everything runs smoothly, including game updates, security, and legal compliance. You don’t need to apply for your gambling license, as most white-label providers allow you to operate under their existing licenses from regulatory bodies like Malta, Curaçao, or the UK.
By skipping the complex and costly licensing process, you benefit from the strong reputation of a trusted jurisdiction without the extra time and expense.
Your main job as the casino or sportsbook owner is to market your brand and attract players. This can be done through online advertising, affiliate partnerships, and promotions like welcome bonuses or free spins. The more players you bring in, the more money you make. Your earnings come from the built-in house edge in casino games and the betting margins in sports betting.
Who gets the revenue? We have the answer.
To use a white-label gambling platform, you usually pay a monthly fee or share a percentage of your earnings with the provider.
There are several revenue models involved in operating an online casino, and they usually apply together:
- Revenue Share Model (Most Common): Operators typically pay 10-16% of GGR to game providers. For example, if a casino earns $100,000 in bets and pays $80,000 in winnings, the GGR is $20,000. A 30% share to providers would leave the operator with $14,000. This model is standard because providers like Evolution require a percentage-based fee–there’s no alternative.
- Flat Fee Model: In addition to revenue share, operators often pay fixed monthly fees, usually ranging from $1,000 to $5,000. This model provides more predictable costs but is riskier in bad times if revenue goes down.
- Hybrid Model: On the top of the above, platform providers often charge an additional 5-15% of GGR for using their infrastructure and tools.
These costs are cumulative, not optional. Operators typically pay all of them to keep their platform running and compliant.
Advantages of White-Label Gambling Solutions
A white-label solution may seem a great opportunity for startups and small companies with no operational experience in online gambling. Let’s explore all the advantages a white-label gambling solution provides:
Faster Time-to-Market
A white-label solution is the fastest way to enter the market. Gambling businesses can launch their platforms within a few weeks, reducing the time it would take to develop a gambling platform from scratch.
Using a white-label solution, operators can launch their offerings quicker and start to generate revenue sooner because they don’t have to spend significant time preparing documents, going through checks, and waiting for the application to be reviewed.
Access to Established Markets and Target Audiences
A white-label solution allows businesses to tap into an existing, regulated market with an established customer base. Plus, it often comes with pre-established regulatory compliance. This means a business can easily operate in multiple jurisdictions, saving time on legal and administrative processes.
High-Quality Software and Gaming Solutions
Imagine how expensive it would be to develop high-quality gambling software from scratch. The investment could take years to pay off.
With a white-label solution, operators can access constantly updated, high-quality gambling software without development costs. The platform runs smoothly and efficiently, offering fast performance, an attractive design, and strong user retention—all without the operator spending a penny on development.
When purchasing a white-label solution, operators can access a wide range of casino games and sports betting options in addition to the platform. These software solutions are built to be highly scalable, allowing them to grow alongside the business.
Challenges and Limitations
A white-label solution has many advantages for operators. It may seem like a quick fix for all online gambling operators' problems, but that is far from the truth. Operators will face some challenges and limitations using a white-label solution.
Customization Restrictions
As said above, when you use a white-label solution, you get a ready-made platform. But this means you can’t change everything about how it looks or works. There are always limits to how much you can make it unique to your brand. You can’t create a custom design with unique features, so you might be stuck with what the provider offers. In a better case, you must discuss every feature you want to implement in the platform.
Dependence on Providers
With a white-label solution, operators depend on the provider to fix bugs and update the software.
Operators don’t have full control over the platform; they can’t directly fix any problem. If the white-label provider has issues, it can impact their business, too. For example, if the jurisdiction revokes the provider’s license, the operator will lose a license automatically, too.
Intense Competition in the Online Gambling Market
The online gambling market is vast, and many other businesses are using the exact white-label solutions. This means that all platforms may look very similar to others, making it almost impossible to stand out and attract players. As a result, the operator will need to invest a lot in marketing and advertising to catch people’s attention.
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How to Choose the Right White Label Provider
Choosing the right white-label provider will help avoid some of the abovementioned challenges.
Here are the key criteria for selecting a provider:
- Consider companies with several years of experience in online gambling with any awards or industry recognitions.
- Ensure the provider operates under a trusted jurisdiction, has access to different markets, and supports multiple payment gateways.
- Ask about customization flexibility and being free when redesigning the future platform.
- Choose a provider that offers a scalable and reliable platform. Look for 99.9% uptime guarantees and regular software updates.
- Understand whether they offer fixed pricing or revenue-sharing models. Compare their prices with those of competitor providers to look for hidden fees or additional costs for upgrades, integrations, or compliance support.
Finding the right white-label provider can be tricky without professional assistance. MGL works with top white-label providers, and our team takes care of all challenges, making branding easy for your future online gambling platform.
White Label Gambling vs Turnkey Solutions
A white-label solution and turnkey solutions are often mistaken for each other.
As you already know, a white-label solution is a ready-made gambling platform where the provider handles licensing, payment processing, compliance, and backend management, allowing the operator to focus on branding, marketing, and customer acquisition.
Yes, operators can change branding and marketing but can’t modify the platform's core features or games or partner with payment providers they want.
It’s a quick and low-risk entry into the market but comes with limited control over operations and revenue-sharing models.
A turnkey solution is entirely different. It’s a customizable gambling platform that gives the operator full control over branding, operations, and compliance. The turnkey solution provider supplies the software and technical framework, while the operator must obtain its gambling license and manage business operations.
Unlike a white-label solution, this model provides flexibility and long-term independence but requires higher investment and regulatory management.
Another big difference is that there is no revenue-sharing model. The operator keeps 100% of the revenue when purchasing a turnkey solution. White-label operators share profits with the provider, even if this reduces profitability.
White labels and turnkeys are designed to meet different needs. White label is a good option for a fast launch with minimal legal and operational responsibilities. For this reason, it is best for startups or businesses with no online gambling experience to test the market.
Otherwise, a turnkey solution is a good option if you want full ownership, customization, regulatory control, and the resources to manage compliance. This model is suitable when the business has experience in the online gambling industry and aims for long-term growth.
Future Trends in White-Label Gambling
The future of white-label gambling is linked to the iGaming industry's challenges. Today, we see several directions where the sector will expand: faster payments, cryptocurrencies and blockchain technology, AI, gamification, and streaming integrations.
White-label solutions will continue to help new operators enter the market quickly but with different features.
Many regions are implementing stricter gambling laws, pushing licensed white-label solutions as a safe entry point for new operators.
Responsible gambling tools like self-exclusion and betting limits are becoming mandatory in many markets. Implementing these tools on your own can be tricky, but a white-label solution with all the necessary tools included makes sense.
As users prefer faster and more secure payment processing platforms, many white-label platforms will integrate cryptocurrency payment options like Bitcoin, Ethereum, and stablecoins. This improvement can attract a new customer base that values anonymity, security, and fast transactions.
Some platforms already support crypto payments and benefit from reducing banking restrictions, whereas online gambling faces strict payment regulations. This will become common everywhere.
To enhance the experience, white-label platforms integrate AI that allows high customization, ensuring each player’s experience is uniquely tailored. Beyond personalization, augmented and virtual reality (AR/VR) will change how people experience online casinos and sportsbooks.
The online gambling industry is experiencing a renaissance of social casinos. Today, incorporating social features into platforms is highly reliable.
Studies show that users who engage with social betting features are 30% more likely to return and place additional bets. For white-label operators, this means increased user retention and potentially higher revenues.
The popularity of cloud solutions could also shape a white label. For example, a white-label casino hosted on the cloud can handle high traffic during big tournaments without server issues.
White-label gambling platforms are evolving beyond ready-made solutions. Innovations in AI, blockchain, payments, and gamification will increase profitability, security, and player engagement.
Conclusion
The white-label solution concept is a good choice for ambitious entrepreneurs who want to enter the online gambling market quickly.
It’s helpful to have a quick and comprehensive “a single package” solution that saves time, money, and effort compared to purchasing each service separately.
A white-label solution is suitable for experienced operators who know what they expect and operators without experience who want to see what iGaming can offer them to expand into a new field.
However, “a single package” is not for everyone because the white-label provider company takes a significant legal responsibility for the operator's actions, exposing them to the risk of the operator’s failure.
For this reason, white-label suppliers prefer to cooperate with experienced casino operators.
MGL helps both first-time and experienced operators get a white-label solution. We are experts in the industry, know how to choose the right white-label provider, and can connect you with the industry's leading providers.
Book a free consultation to get personal recommendations and your online gambling platform with a license, games, and 24/7 support in a few weeks.
Future Trends in White-Label Gambling
The future of white-label gambling is linked to the iGaming industry's challenges. Today, we see several directions where the sector will expand: faster payments, cryptocurrencies and blockchain technology, AI, gamification, and streaming integrations.
White-label solutions will continue to help new operators enter the market quickly but with different features.
Many regions are implementing stricter gambling laws, pushing licensed white-label solutions as a safe entry point for new operators.
Responsible gambling tools like self-exclusion and betting limits are becoming mandatory in many markets. Implementing these tools on your own can be tricky, but a white-label solution with all the necessary tools included makes sense.
As users prefer faster and more secure payment processing platforms, many white-label platforms will integrate cryptocurrency payment options like Bitcoin, Ethereum, and stablecoins. This improvement can attract a new customer base that values anonymity, security, and fast transactions.
Some platforms already support crypto payments and benefit from reducing banking restrictions, whereas online gambling faces strict payment regulations. This will become common everywhere.
To enhance the experience, white-label platforms integrate AI that allows high customization, ensuring each player’s experience is uniquely tailored. Beyond personalization, augmented and virtual reality (AR/VR) will change how people experience online casinos and sportsbooks.
The online gambling industry is experiencing a renaissance of social casinos. Today, incorporating social features into platforms is highly reliable.
Studies show that users who engage with social betting features are 30% more likely to return and place additional bets. For white-label operators, this means increased user retention and potentially higher revenues.
The popularity of cloud solutions could also shape a white label. For example, a white-label casino hosted on the cloud can handle high traffic during big tournaments without server issues.
White-label gambling platforms are evolving beyond ready-made solutions. Innovations in AI, blockchain, payments, and gamification will increase profitability, security, and player engagement.
Conclusion
The white-label solution concept is a good choice for ambitious entrepreneurs who want to enter the online gambling market quickly.
It’s helpful to have a quick and comprehensive “a single package” solution that saves time, money, and effort compared to purchasing each service separately.
A white-label solution is suitable for experienced operators who know what they expect and operators without experience who want to see what iGaming can offer them to expand into a new field.
However, “a single package” is not for everyone because the white-label provider company takes a significant legal responsibility for the operator's actions, exposing them to the risk of the operator’s failure.
For this reason, white-label suppliers prefer to cooperate with experienced casino operators.
MGL helps both first-time and experienced operators get a white-label solution. We are experts in the industry, know how to choose the right white-label provider, and can connect you with the industry's leading providers.
Book a free consultation to get personal recommendations and your online gambling platform with a license, games, and 24/7 support in a few weeks.
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