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How the white label platform works for operators
White label (WL) is a way to launch a casino quickly and at reduced risk using the platform provider's license and infrastructure. You manage the brand, showcase and marketing, and the legal, payments, compliance and most of the backend are pulled by the provider. Below is how it works, what comes out of the box, what money and risks, and how to go from idea to release.
1) What is white label: area of responsibility
WL Provider
License/jurisdictions, hosting and RGS gateway, content aggregation, payment bus, KYC/AML, regulatory reporting, 24/7 SRE, security, billing of game providers, basic L1/L2 support (optional).
Operator (s)
Brand, domains, CMS/site content, marketing and affiliates, CRM/bonus policy, local support (often L2/L3), showcase placements, promotional calendar, creatives.
Bottom line: You get "bookable" business on top of ready-made regulated infrastructure.
2) What does the WL platform consist of?
1. Content and RGS aggregation
Connecting hundreds of studios: slots, live-casino, crash/instant, virtual sports. Market builds (languages, RTP profiles, warnings, limits).
2. Payment bus
PSP/merchants (cards, e-wallets, APM, crypto - where acceptable), cascading payment paths, anti-fraud, KYC triggers, withdrawals/hold, chargeback processes.
3. KYC/AML/Risk
Documents, liveness, sank screening, PEP, sources of funds (SoF/SoW), SAR/STR triggers, deposit/loss limits, responsible gambling (RG).
4. CRM/Bonuses/Loyalty
Welcome/pe-deposit, freespins, cashback, missions/tournaments, VIP levels, triggers/segments, anti-bonushant.
5. Affiliate platform
Tracking clicks/reg/deps, post-backs, hold/app, payments to partners, anti-fraud, multi-level ref plans.
6. CMS/Showcase/Mobile
Page/banner builder, filters (providers, volatility, RTP, mechanics), multilingualism, A/B tests, PWA/web view, fluff.
7. Reporting and Billing
GGR/NetWin, deductions (taxes/jackpots/PSP/bonus cost), studio royalties, ETR, spin event uploads, DWH/BI.
8. SRE/Security
Uptime SLA (≥99,9%), latency/error monitoring, WAF/CDN, client anti-tamper, WORM logs, controversial spin replays, DR plans.
3) What does the high-level path look like?
1. Contract and geo - selected markets and languages, marketing channels, domains/brand.
2. Tech stand - CMS theme, PSP connections, game catalogs, filters, showcase.
3. Juridica - under the license of the provider: RG/advertising rules, age tags, warnings.
4. Content and locales - game cards, banners, texts, 24/7 support.
5. Marketing/affiliates - offers, k-factors, budget for feature-sharing and promo.
6. QA/UAT - payments, verification, bonuses, tournaments, reporting, speed.
7. Go-live - pilot markets, limited limits, first tournament/freespins.
8. Post-release - true-up reporting/FX, anti-fraud rules, traffic scaling.
4) Economy: "waterfall" deductions and commissions
Casino base:- 'GGR = Bets − Wins'
- 'NetWin = GGR − (market taxes/fees) − (jackpot contributions) − (PSP fees) − (bonus cost'
- included/excluded under the contract.
- % with NetWin (often tir), sometimes mixed model: fix +% of turnover.
- Additional fees: setup fee, monthly fix, modules (affiliates, BI, anti-fraud).
- Royalties to games studios and aggregator fees - inside the WL waterfall; you see them in the report.
Key operator KPI: ETR (Effective Take Rate) - the share remaining in the casino after all deductions.
5) WL pros and cons
Advantages
Speed (2-8 weeks before first deposits).
Low CAPEX, less legal/compliance risks.
"One contract is a lot of game providers and PSPs."
Access to promo framework (tournaments/freespins/missions) and affiliate tracking.
Restrictions
Below margin vs own license.
Geo and payments are limited by the WL-license/PSP frame.
Vendor lock-in (it is important to register data export/migration).
Not everything in UX/features can be customized.
6) Components "under the microscope"
6. 1. Payments
PSP cascades (fallback routes), 3DS, velocity limits, deferred payments.
KYC gates for sums and frequency of outputs; sank screening; SoF/SoW for VIP.
6. 2. KYC/AML/RG
Auto processes: OCR documents, liveness, address/banks.
RG functions: limits, timeouts, self-exclusion, window warnings.
Audit log of actions of moderators and players.
6. 3. CRM/Bonuses
Journey editor: triggers by segment (first deposit, re-activation, apsail in live casino).
Anti-abuse: wagering requirements, withdrawal caps, lists of risky patterns.
6. 4. Content
Filters: provider, volatility, mechanics (Megaways, Hold & Win), locale tags.
Display slots: "new items/hits/tournaments/jackpots," A/B cards.
6. 5. Reporting/BI
Spin events (stake/win/rtp_profile/build_hash/ts_utc), GGR/NetWin summary, cohorts, LTV, traffic sources, affiliate ROIs, and promos.
7) Risks and how to reduce them
1. Dependence on one supplier. - Write down data export/migration rules, SLAs and penalties, buy-out options.
2. Payment failures. - Multiple PSPs on geo, retrays, backup paths, conversion monitoring.
3. Bonus hunt/fraud. - Segments, velocity, device fingerprint, rule-engine, manual moderation of disputed cases.
4. Content mismatch to the market. - Matrix market builds, auto-validator RTP/alerts.
5. Reputational/advertising risks. - Creative guides, age tags, prohibition of introducing formulations, pre-moderation.
8) Checklists: what to agree in the WL contract
- Geo and License: Country List, Ad/Payment Limits.
- Commissions: Model (NetWin/GGR/turnover), dash grids, true-up, FX.
- SLA: uptime, p95 latency, incident response times, reporting.
- Data: ownership of DWH and raw events, export format, log retention.
- Content: catalogs, features, storefront KPIs, promotional pools.
- Security: pen tests, mTLS/WAF, DR plan, accesses.
- Migration/exit: timing, cost, data/account transfer order.
9) Operational metrics (what to really count)
Payments: deposit conversion, up/down/decline by PSP, time to withdrawal.
Gaming: DAU/MAU, average session length, hit rate showcases, tournament uplift.
Revenue: GGR/NetWin geo/channel, ETR, affiliate contribution, ROI promo.
Quality: client error-rate, p95 spin-latency, client drop p99, LQA bug rate.
Risk/compliance: KYC TAT, SAR/STR share, RG events (timeouts/self-exclusion).
10) 30-60-90: WL launch plan
0-30 days (preparation)
Choice of markets/languages, domains/brand, WL contract.
SOW for showcase/categories, content calendar, offers.
Game catalogs, filters, market builds; connecting 2-3 PSP to geo.
RG/bonus policies, affiliate rules, anti-fraud set.
31-60 days (integration and tests)
CMS/UX, banner sets, promo module, tournament mechanics.
QA payments/verification/bonuses, load tests; UAT affiliates.
Reporting setup, KPI dashboards, SLA alerts.
61-90 days (go-live and zoom)
Pilot geo, welcome + freespins, first tournaments.
Payment optimization (conversions/limits), true-up reporting/FX.
The scale of affiliates, creatives for locales, connecting another 1-2 PSP and content providers.
11) Short FAQ
Is it possible to leave WL for your own license later? Yes, if the export of data and the migration of accounts/affiliates are prescribed in advance.
Do you need your own support team? A hybrid is recommended: WL-L1 + your L2/L3 for VIP and complex cases.
How many games do you need to start? 1500-2500 slots + live casinos and 1-2 niche verticals.
How not to "eat" the margin with commissions? Count ETR by channel, tiered grids, optimize bonus cost and PSP fee.
How is WL different from turnkey? WL is someone else's license and faster; turnkey is your license, more control/margin, but more expensive/longer.
12) The bottom line
White label is an entry accelerator: one contract, off-the-shelf infrastructure and compliance, a powerful content catalog, and embedded payments/CRM. Price - lower margin and supplier license scope. If you focus on marketing, data and operational discipline (KPI, RG, payments, anti-fraud), WL turns from a "template site" into a sustainable business that can be scaled and - if desired - transferred to its own license without losing assets and audience.