What is a white label casino and how it works

White Label (WL) is a format where you run online casinos under your brand on the platform provider's infrastructure and license. The partner takes on the "heavy" - hosting, integration of games and payments, compliance, and you - marketing, storefronts, content and brand P&L. Bottom line: Fast start and less capital spending, but with flexibility and margin limitations.

1) What exactly is White Label

License and platform: You operate under a license from the provider (or its affiliate).

Ready-made stack: PAM (accounts/wallets), RGS/integration with game providers, payment gateways, bonus engine, KYC/AML, anti-fraud, reporting.

Your area of responsibility: brand, marketing (acquisition/retention), localization, showcases, promo, 1st line support (often via SLA together with the supplier).

2) How WL differs from "subscription platform" and "turnkey"

WL: work for the provider's license; less freedom in edits, easier compliance.

Turnkey: its own license or assistance of the provider in obtaining; more customization, higher costs and deadlines.

SaaS/lease: technical lease of the platform; the license can be yours or the provider, the terms depend on the contract.

3) How the economy works: commissions and shares

RevShare platforms: fixed% with GGR/Net Gaming Revenue or "steps" in terms of turnover.

Game providers: Their revshare (royalty) is withheld from GGR.

PSP/payments: transaction fees.

Operating fees: hosting, CDN, anti-fraud, KYC checks, reporting, support.

Marketing: Traffic/affiliate deposits are your zone.

💡 The final WL margin is lower than on its own platform, but the starting CAPEX and timing are noticeably less.

4) What the White Label stack consists of

PAM/Wallet: accounts, wallets, currencies/crypto, limits of responsible play.

RGS/Content aggregation: dozens of studios, jackpot networks, live casinos, crash/instant games.

Bonus engine: freespins, cashback, tournaments, missions, vagers, game contributions.

KYC/AML: identity/address/age verification, transaction monitoring, reporting.

Antifraud/risk: multi-accounts, bonus abuse, collusions, behavioral signals.

Payments: cards, e-wallets, bank transfers, local methods, on-/off-ramp for crypto.

Admin panel: showcases, segmentation, promotional campaigns, CMS, reports.

Observability: logs, BI, A/B, payment and anomaly alerts.

5) Compliance roles and responsibilities

WL provider: license, data storage, security, RNG/RTP audits, game version control, basic KYC/AML procedures, reporting to the regulator.

Brand owner: marketing within the rules, honest T&C and bonuses, local support, timely payments for SLAs, compliance with RG tools.

6) Startup process (typical WL roadmap)

1. Contract and onboarding: coordination of jurisdictions, payment methods, content.

2. Branding and showcases: domains, design, localization, content matrix.

3. Payments and limits: PSP inclusion, deposit/rate limits, KYC thresholds.

4. Responsible play: self-exclusion, "cooling," time and expense counters.

5. Rules and bonuses: vagers, contribution of games, max bet, deadlines.

6. Test sandbox: payments, accruals, tournaments, reports, fraud scenarios.

7. Soft-launch: low traffic, A/B showcases and onboarding, KPI fixation.

8. Full release: traffic scaling, retention campaigns, optimization.

7) WL benefits

Speed: Weeks/couple of months instead of a long licensing/development cycle.

CAPEX↓: no own developers/certification/hosting at the start.

Compliance out of the box: regulatory processes are already built in.

Content and payments: dozens of providers and local methods at once.

8) Limitations and risks

Flexibility: customization restrictions for mechanics, shop windows, bonus rules.

Marginality: Provider, studio and PSP shares reduce NGR.

Dependency: supplier SLA is critical (uptime, payout rate, integration).

Jurisdictions: not all markets are available under the provider's license; geo-blockages are possible.

Reputation: WL supplier errors are hitting your brand.

9) What to look at in the contract

Payment model: revshare/minimals/step-up, accounting for chargeback and bonus expenses.

SLAs and penalties: uptime, latency, withdrawal time, support response time.

Data and portability: who owns players/history; conditions for migration to a standalone license/platform.

Jurisdictions and studio listings: Which markets and providers are available from day one.

Antifraud/KUS: who bears the costs and risks of blocking/fines.

T&C changes: procedure and notifications, prohibition of retroactive edits.

Compliance/audit: right of external audit, reporting, incident management.

10) Marketing & Responsibility

Permissible channels: within the framework of advertising rules of jurisdiction (age tags, geo-targeting, self-removal machines for minors).

Affiliates: transparent offers, anti-incentivized traffic, prohibition of "gray" creatives.

Content and localization: honest bonus terms, visible limits and RG links.

11) Operational metrics (keep in focus)

Conversion to FTND/FD (first deposit).

ARPU/NGR per player/LTV.

Chargeback rate and fraud incidents.

Time to withdrawal/share of disputed payments.

Retention D1/D7/D30 and proportion of self-restraint (RG).

12) When WL is the right choice

Hypothesis test in a new market/niche.

Limited budget or no development/compliance team.

You need to quickly start up for the season/event.

Then you plan to migrate to your own platform (important: fix it in the contract).

13) Frequent myths

"WL is a grey casino." No: WL can operate strictly under the supplier's license. The question is choosing a reliable partner.

"You can't make money on WL." You can if you control LTV> CAC and monitor the costs of revshare/PSP/bonuses.

"The provider does everything." No: Marketing, reputation, transparent T & Cs and customer experience are your direct zone.

14) Short checklist of choosing a White Label partner

Reputation and term of work, portfolio of brands, cases of withdrawal of funds.

Availability of local payments and top content studios.

SLA/uptime, speed of response, roadmap of integrations.

Transparent reporting, access to BI/raw data.

Complete set of RG tools and correct KYC/AML procedures.

Data migration/export conditions with brand growth.

White Label is a fast and regulatory "packaged" entry into iGaming: you focus on brand and growth, relying on the provider's ready infrastructure, license and experience. Speed price - share in revenue and customization restrictions. If you choose the right partner, register SLAs and data ownership, WL becomes a reasonable stepping stone to a sustainable business - and, if desired, to switch to its own platform and license.