iGaming Glossary / White Label
What is White Label?
A ready-made casino platform one company rents to launch a brand quickly.
A white label is a ready built casino package that one company rents from a specialist provider so it can launch its own brand quickly. The provider supplies the platform, the games, the payment systems and often the licence, while the brand owner handles marketing and design.
This lets a new operator get running in weeks rather than building everything from scratch. The trade off is less control, since the provider holds the licence and sets many of the rules, and several brands may share the same back end.
For players this is mostly invisible, but it explains why different casino sites can feel almost identical. See how to start an online casino for how these setups work.
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