White Label White Label
A way to open an online casino under your own brand by renting a platform provider's ready-made casino system, games, payments, and license. You can start quickly, but regulatory responsibility and part of the revenue stay tied to the platform side.
| English | White Label |
|---|---|
| Classification | Basics & Betting Terms |
| Category | iGaming industry term (business model) |
| License | Usually operates under the platform provider's license |
| Handled by the provider | Platform, game integration, payments, KYC/AML procedures, etc. |
| Handled by the operator | Brand, marketing, player acquisition |
| Cost structure | Low upfront cost, but a percentage of gross gaming revenue (GGR) is paid on an ongoing basis |
| UK example | 700+ white label partners counted by the UKGC in 2019-2020 |
Overview
White label refers to a product made by one company and sold under another company’s brand. In the online casino industry, it describes a business model where an operator borrows a platform provider’s ready-made casino system, game library, payments, and license, and handles only the site name, design, and marketing to open a casino. One industry explainer puts it as “rent the engine, paint the outside yourself.”
Who handles what
| Category | Platform provider | White label operator |
|---|---|---|
| License | Holds the license and lets the operator run under it | Usually does not hold its own |
| Technology | Casino platform, game integration, payment system | Chooses design and game lineup within a set framework |
| Regulatory work | Identity verification (KYC) and anti-money laundering (AML) procedures | Follows the provider’s standards |
| Business | Receives a percentage of revenue | Brand, advertising, player acquisition |
Pros and limits
- Pros: It takes less time and lower upfront cost than getting a license and building a platform yourself. Operators can focus on the brand side, such as marketing or sports sponsorships.
- Limits: The operator keeps paying a percentage of gross gaming revenue (GGR). Features and game lineup can only change within the provider’s roadmap, and moving to another platform often means rebuilding player data and CRM from scratch.
Even when an operator uses a provider’s platform, getting its own license is usually treated as a separate category called a “turnkey casino.”
The regulator’s view
In its 2019-2020 report, the UK Gambling Commission (UKGC) said there were more than 700 white label partners in the British market. It was concerned that operators who could not pass license checks might reach UK players through this structure. The UKGC holds that responsibility for compliance rests entirely with the license holder, and requires checks on partner ownership structures, management of money laundering risk, and oversight of marketing. A white label agreement must be reported to the Commission.
The sub-license structure under a master license from Curaçao, once common in the industry, is also being phased out as Curaçao pushes ahead with its new gambling law (LOK) reform. In 2023, the Curaçao government estimated that there were about 600 sub-license holders running around 8,000 sites. You can find each licensing system in separate articles such as Malta MGA.