White Label Casino License

White Label Casino License: A Legal Guide for iGaming Businesses

In the rapidly growing online gambling industry, white label casino solutions have become a popular way to launch new platforms quickly and legally. A white label setup allows an operator to essentially “rent” the use of an existing gambling license and platform from a provider, instead of obtaining their own license from scratch. In practice, the operator runs an online casino under their own brand and domain, but under the umbrella of the provider’s license and infrastructure. This legal guide explains what a white label casino is, how licensing works, who benefits from this model, and the key steps, advantages, and risks involved in using a white label solution for your gambling business.

What Is a White Label Casino License?

A white-label casino is a fully managed online gambling platform provided by a third-party company that already holds a valid online gambling license. The operator (your business) focuses on branding, marketing, and player acquisition, while the provider supplies the back-end technology (games, payment processing, support systems) and ensures regulatory compliance under their own license. In other words, your casino brand operates on top of an existing licensed infrastructure, but you are not granted a gambling license yourself.

It’s important to note that “white label” is not a separate gambling license – it is a commercial partnership model, not the same as sub-licensing. In a white label setup, you operate under the provider’s umbrella because they hold the license and maintain compliance, while you lease access to that framework. By contrast, sub-licensing (once common in Curaçao) meant that master license holders could formally issue sub-licenses to other operators – a practice no longer permitted under Curaçao’s new law.

Common hubs for white-label platforms include Malta (via B2B platform licenses), the Isle of Man, Kahnawake, and Anjouan. These jurisdictions allow licensed providers to host multiple brands, which makes it possible for new operators to enter the market quickly by partnering with an established licensee.

In summary, a white-label casino solution lets you “rent” both the technical and legal setup required to launch an online gambling business. Your site carries your brand, but the platform, payments, and compliance remain under the control of the provider. This approach enables a fast and legally sound entry into iGaming, without the complexity and cost of applying for a license on your own.

Who Should Consider a White Label Solution?

White label casino partnerships are especially suited for certain types of entrepreneurs and companies in the gambling space. Leading gambling attorneys note that this model is ideal for:

• New market entrants – Startups and new gambling operators who want to quickly enter the market without waiting for their own license approval. It’s a turnkey entry point for early-stage entrepreneurs who have more ambition than regulatory experience.
• Existing gambling businesses expanding – Established casinos, sportsbooks, or gaming platforms that are looking to launch new brands or enter new regions quickly can use white label solutions to do so under an existing license. This is also useful for regional land-based casino brands going online without building a platform from scratch.
• Affiliate and marketing companies – Large affiliate networks or marketing companies sometimes transition into operating a casino. A white label lets an affiliate group start an iGaming site and monetize their traffic without building backend systems or obtaining a license on their own.
• Crypto-gambling startups – Entrepreneurs in the crypto casino or blockchain gambling space often use white label solutions to launch legally. This allows focus on innovative crypto features while the provider covers regulatory compliance and game integrations. Crypto startups benefit from a quick setup that supports cryptocurrencies under an established license.
• Financial service or fintech companies – Companies that primarily deal in fintech or online finance (like payment processors or trading platforms) sometimes add an iGaming vertical for diversification. A white label casino product can be a quick way for such firms to offer casino or betting services without a full gaming license of their own.
• Any business testing a new market – If you want to test a new region or niche market with an online casino offering, white labels are a low-commitment way to do so. Teams that prioritize speed-to-market over infrastructure ownership often choose this route. It provides a sandbox to validate the business model before investing in a standalone operation.

In essence, a white label license is attractive to those who need a fast, lower-cost, and legally compliant entry into online gambling. It’s a shortcut for getting operational under a reputable license, which is particularly helpful if navigating licensing directly would be too slow, expensive, or complicated given the scope of your project. The key trade-off is accepting less control in exchange for this convenience – a point we will examine in detail later.

Advantages of the White Label Casino Model

White label iGaming solutions offer several distinct advantages for casino operators, especially from a legal and operational standpoint. Some of the main benefits include:

• Fast Time to Market: Launching an independent licensed online casino can take many months or over a year of preparation. In contrast, a white label platform can be up and running in a matter of weeks or a few months. The provider’s pre-approved license and ready-made infrastructure significantly shorten the timeline for entering the market. This speed gives you a chance to capitalize quickly on market opportunities or trends, without waiting for lengthy regulatory approvals.
• No Licensing Hassles: Obtaining a gambling license is one of the toughest hurdles in the industry – involving strict requirements, paperwork, and substantial fees. With a white label, you do not need to secure your own license or interact directly with gaming regulators. The provider’s license covers your operations, which simplifies legal compliance and onboarding. This is decisive for businesses where getting a license independently would be cost-prohibitive or impossible due to local restrictions.
• Lower Upfront Investment: Initial costs for a white label casino are much lower than building a standalone casino. The platform comes pre-built and certified, and the license is already in place. You avoid huge expenses for software development, licensing applications, and setting up servers from scratch. According to industry providers, setting up a white label casino can start at around €35,000, covering the platform, licensing under a master license, and payment system integration. While costs vary by provider and customization, this affordable entry point makes it accessible for startups and smaller operators.
• Integrated Ready-Made Platform: White label solutions come with a full suite of casino software and services integrated from day one. This typically includes hundreds of games from licensed providers, payment gateways, KYC/AML tools, customer support systems, and more. All these components are pre-tested and compliant, running on stable infrastructure. You aren’t just renting a license – you’re getting a turnkey casino platform that has everything needed to operate. This spares you the effort of negotiating separate contracts with game suppliers or payment processors; the heavy lifting has been done by the provider.
• Ongoing Technical & Regulatory Support: With a white label, you benefit from the provider’s operational expertise. Maintenance, hosting, software updates, security, and compliance monitoring are handled by the provider’s team. They keep the platform up-to-date with regulatory changes and industry standards. The provider also manages anti-fraud measures, responsible gambling features, and reporting to regulators. This allows you to focus on marketing and running the front-end business, while an experienced backend team ensures the casino stays online and compliant. Essentially, you gain a partner that shares the operational burden.
• Focus on Branding & Marketing: Because the platform and legal aspects are managed for you, your company can concentrate on what it does best – building a brand and acquiring players. White label operators can devote their time and budget to creative marketing campaigns, player retention strategies, and customer service, rather than technical development or legal administration. This often accelerates growth; as SoftSwiss notes, having more time for marketing increases the chances of quickly earning profits in a white label setup.
• Legal Compliance and Player Trust: Launching under an established jurisdiction’s license means your casino is operating legally according to that regulator’s standards. This carries an implicit stamp of approval. Players tend to trust casinos that are “government-sanctioned” or licensed, as it assures them of fair play and recourse compared to unlicensed black-market sites. Being able to display a known license (e.g. Curaçao, MGA) on your site can thus enhance credibility. Moreover, the platform comes with built-in responsible gambling and player protection measures required by the license, which helps you uphold a high standard of player safety from day one.

Key takeaway: A white label solution provides a quick, cost-effective, and legally compliant path to start an online casino. It leverages the provider’s existing license and technology, letting you skip the hardest parts of setup. For many new operators, these advantages make white label the best choice for initial launch – you get a ready-made business platform with much lower risk and upfront effort.

(Of course, these benefits assume a reputable white label provider and a use-case that fits the model. As we’ll discuss, if you require more autonomy or are targeting tightly regulated markets, the white label’s strengths can become limitations.)

Compliance and Technical Requirements for White Label Casinos

Even though the white label provider handles most technical and compliance aspects, operators must still adhere to certain requirements and standards when running a casino under a white label license. Reputable legal advisors highlight the following mandatory requirements for operating under a white label gambling license:

• Certified Gaming Platform: You must use a platform and games that are certified for fairness and security by the relevant jurisdiction. (With a white label, this condition is usually met by the provider’s pre-certified software – you won’t be developing your own game software from scratch, but you should ensure the provider’s platform has the necessary certifications.)
• AML and KYC Procedures: Anti-Money Laundering (AML) and Know Your Customer (KYC) protocols must be implemented and followed for all players. This includes verifying player identities, monitoring for suspicious transactions, and ensuring that no blacklisted individuals use the service. The provider typically supplies the tools for this (ID verification services, etc.), but your team needs to operate within those systems and report any issues. Compliance with AML/KYC laws is critical to maintain the license in good standing.
• Age Verification: The operation must prevent underage gambling. You will be required to have robust methods to verify that all players meet the minimum legal age (often 18 or 21, depending on jurisdiction) before they can deposit or play. This often overlaps with KYC checks, requiring identity documents that include date of birth.
• Responsible Gambling and Fair Play Audits: Regular independent audits may be required to ensure game fairness, proper payouts, and overall system integrity. Many jurisdictions mandate periodic reviews by approved testing laboratories. Additionally, the platform should support responsible gambling features (like self-exclusion, deposit limits, reality checks) to protect players. The operator must cooperate with any audits or reviews initiated by the provider or regulators.
• Data Protection and Privacy: You need to have a privacy policy and data protection practices compliant with the laws of the licensing jurisdiction and any other regions you operate in. For example, if in Europe, GDPR compliance is essential. Player data must be stored securely and used in accordance with privacy laws. The white label provider will have a base policy and secure servers, but you should customize your privacy policy and ensure your marketing practices (email, cookies, etc.) follow the rules.
• Contractual Agreement: A comprehensive contract must be executed between you (the operator) and the white label provider. This legal agreement will outline the rights and responsibilities of each party, including revenue sharing, liabilities, service level commitments, intellectual property use (your brand on their software), and grounds for termination. It is crucial to negotiate this contract carefully, possibly with legal counsel, to protect your interests while meeting the provider’s requirements. The contract is what legally allows you to operate under the provider’s license, so it must be in place before launch.

In practice, a good white label provider will guide you through these requirements. They often have templates and systems ready for KYC/AML, age verification, etc., since the provider is invested in maintaining compliance across all the brands under their license. However, you as the operator share in the responsibility – for example, your staff might be the ones handling day-to-day identity verification or suspicious activity reports using the tools provided. Failing to uphold these obligations could jeopardize not just your venture but the provider’s license itself. Thus, from a legal perspective, operating a white label casino still requires diligence and strict adherence to regulatory protocols, even if the heavy lifting is managed by the licensed provider.

How to Launch a White Label Online Casino (Step by Step)

Launching a gambling business on a white label platform is relatively straightforward compared to a fully independent launch. Below are the typical stages involved in setting up a white label casino license solution:

1. Define Your Business Plan and Goals: Start with a clear analysis of your business objectives, target market, and the gambling services you plan to offer. Will you focus on slots and casino games, live dealer, sports betting, poker, or a mix? Identify your niche, brand concept, and how you will differentiate in the market. This will influence which provider and platform features are suitable. Also consider what jurisdictions you want to accept players from, as this will determine what license (and thus which white label providers) you can work with.
2. Choose the Right White Label Provider: Research and find an optimal white label provider that meets your needs. Key factors include: what gambling license they operate under and which countries it covers, the range of games and software features they offer, payment methods supported, crypto support if needed, the fee structure (setup fee and revenue share), and the provider’s reputation. Established providers like SoftSwiss, EveryMatrix, Aspire Global, etc., have different strengths. Select a partner whose platform functionality and license jurisdiction align with your business plan.
3. Legal and Contractual Setup: Once you’ve identified a provider, you will enter the contract negotiation phase. This involves reviewing the provider’s terms and ensuring you meet any due diligence they require (they may ask for business entity documents, background info, etc., as they are effectively responsible for your operations under their license). Key points to agree on include the revenue share percentage or fees, the services included, responsibilities on each side, and termination clauses. Work with lawyers to coordinate the contract such that all partnership requirements are legally clear. After signing, you will pay the initial fees to kick off the project.
4. Platform Customization and Branding: With the contract in place, the provider will deploy an instance of their casino platform for your brand. The next step is customization of the software to match your branding. You will collaborate on designing the website’s look and feel – logos, color scheme, maybe a custom layout – to ensure your casino is unique to your users. During this phase, you also decide on which games to enable (from the provider’s portfolio), what payment options to offer (from those integrated), and configure settings like languages, currencies, and bonus programs. Some providers also allow minor feature tweaks or third-party plugin integrations at this stage (for example, adding a specific affiliate management module). Essentially, this is where the product is tailored to become your casino.
5. “White Labeling” the Product: This means the provider will attach your brand (domain name) to the platform and prepare it for launch. You’ll set up your domain DNS to point to the provider’s servers. The platform will be tested in a staging environment with your content. Compliance checks are done here as well – for instance, verifying that all required responsible gambling information, terms and conditions, privacy policy, etc., are correctly displayed on the site with your branding. This stage is basically final polishing under your label, and possibly a soft launch/beta testing with everything in place.
6. Full Scale Launch and Operations: After final approvals, you officially launch the casino to the public. From this point, players can register, deposit, and play under your brand. Post-launch, ongoing operations begin: your team will handle marketing campaigns, customer support (unless you outsourced support to the provider), and community management. Meanwhile, the provider’s team continuously supports the back-end – monitoring transactions (AML, fraud), performing maintenance, and rolling out updates to the platform. They will also assist with required regulatory reporting (for example, monthly reports to the licensing authority) as part of the service. It’s common to have regular check-ins with the provider to discuss any issues or new features.

Once launched, you should also be prepared for continuous compliance and legal support. Many white label providers (and independent consultants) offer ongoing legal guidance to ensure everything runs smoothly. For example, the SBSB Fintech Lawyers team provides post-launch support such as transaction monitoring, AML/KYC compliance audits, reporting assistance, and system updates as needed to keep your casino fully compliant. Staying in line with all regulations is an active process; even under a white label, you’ll collaborate with the provider to uphold the license conditions over time.

Cost Considerations of a White Label Casino License

One of the main reasons to choose a white label solution is the cost advantage over starting a standalone casino. However, understanding the costs involved (both upfront and ongoing) is crucial for proper planning.

Upfront Costs: White label setups typically require a one-time setup fee. The exact pricing depends on many factors – the provider, included features, the scale of your operation, the jurisdiction of the license, and any custom development. Generally, this can range from tens of thousands up to hundreds of thousands of EUR or USD for more complex setups. For example, SoftSwiss notes that launching a basic white label casino starts around €35,000 in initial investment. This usually covers the platform installation, use of the master license, initial game content integration, and sometimes a bundle of initial marketing or operational services. By comparison, pursuing your own license and custom platform could easily cost several times that amount. Thus, the entry cost is relatively low, making it attractive for startups.

Ongoing Revenue Share and Fees: In exchange for using the provider’s license and infrastructure, white label operators typically agree to a revenue sharing model or monthly service fees. It’s common that the provider takes a percentage cut of the gross gaming revenue (GGR) or net gaming revenue your casino generates. According to industry sources, this revenue share can be around 15% (or more) of GGR for white label deals. For instance, if your casino earns €100,000 GGR in a month, you might pay ~€15,000 to the provider as their share. Some providers may charge fixed monthly platform fees instead or in addition. Be sure to clarify this structure in the contract.

The revenue share covers the provider’s ongoing costs for licensing, support, payment processing, and updates. However, it does mean your profit margins are thinner than they would be if you owned everything outright. You need to account for the provider’s cut when projecting profitability. Additionally, providers often require maintaining a rolling reserve (a security deposit) to ensure player winnings can always be paid. For example, you might have to keep a reserve equal to 15-25% of players’ balances, which ties up some capital. This is a financial safeguard: if one of the many white label casinos under a license fails to pay players, the provider’s license is at risk, so these reserves and payout-first policies protect players and the licensor.

Other Operational Costs: Beyond provider fees, you are responsible for all the usual business expenses of running a casino front-end. This includes marketing and advertising costs, affiliate commissions, customer support staffing, payment provider fees for transactions, and any local corporate expenses (like incorporation, office, etc.). You will also fund player bonuses and jackpots as part of running the casino. While the platform fee covers the technology, a prudent budget should allocate sufficient funds for promotion and operations to grow the business. Keep in mind: the lower upfront cost of white label can sometimes be offset by higher cumulative costs over time due to revenue share and other fees, especially if your casino becomes very successful.

In summary, a white label casino is cost-effective to launch but comes with an ongoing financial commitment to the provider. It’s vital to have a clear picture of: the initial setup fee, the revenue share percentage, any minimum monthly charges, and reserve requirements. With proper financial planning, the model can be very profitable – many successful casinos started as white labels – but always ensure the economics make sense for your projected player volume. Consulting with a gambling finance expert or lawyer can help interpret the cost terms in the white label agreement and ensure there are no hidden fees.

Risks and Limitations of White Label Casinos

While white label solutions offer a fast and easy path into iGaming, they also come with important limitations and risks. These arise largely from the fact that you are building your business on someone else’s license and infrastructure. Below, we outline the key risks to be aware of (from a legal and operational perspective):

Jurisdictional Limitations

Your casino’s legal geographic reach is restricted by the provider’s license. The provider’s licensing jurisdiction defines where you can legally accept players and where you cannot. For example, if the platform operates under a Curaçao eGaming license, it generally cannot serve players in countries that have their own strict local gambling regimes (such as the United Kingdom, Germany, France, the United States, etc.). Those markets are off-limits unless you obtain a separate local license. If you later wish to expand into a market not covered by the white label license, you would likely need to re-launch under a different structure or obtain your own license for that territory. This can be a complex transition.

Additionally, white label providers themselves may impose extra country restrictions to protect their master license. Often, the list of banned countries under a white label setup is broader than the law strictly requires, because the provider is cautious. For instance, certain providers might choose not to allow operations in markets like Mexico or certain U.S. states, even if theoretically the offshore license could serve them, simply to avoid any risk with regulators. As a result, you might find that some competitors with their own licenses can operate in a country where your white label agreement forbids you. It’s crucial to discuss and understand the permitted vs. restricted regions with your provider. In short, the flexibility to enter new markets is limited under a white label; you are confined to the jurisdictions that recognize the provider’s license, and you risk sudden exit from markets if the provider or licensor updates their restrictions.

Reduced Control and Dependency

When using a white label, you are inherently dependent on the provider for all core operational aspects. Your control over the casino’s back-end systems, and especially the regulatory compliance framework, is limited. The provider runs the game servers, transaction processing, user database, and essentially owns the player accounts (since everything runs under their license). As one industry expert put it, under a white label “you own the domain of your casino – and nothing else”. The platform and even the payment accounts used for player deposits belong to the provider. All customer funds typically flow through the provider’s payment processors and bank accounts, not yours. You, as the operator, get your share of revenue only after the provider reconciles everything and pays out winnings.

This dependency means you lack direct control over cash flow and critical operations. If the provider has an outage or a technical issue, your site is down until they fix it. If the provider faces a compliance problem or loses their license, your business is immediately affected (in fact, all operators under that license could be shut down overnight). You also cannot freely alter the platform – for instance, you usually cannot add new game suppliers or payment methods outside of what the provider offers. Any feature development or special request is at the provider’s discretion. In essence, you are tied to the provider’s capabilities and business stability. This is a trade-off: you avoid the responsibilities and risks of running the backend, but you must accept the “vendor lock-in”. For many start-ups this is fine, but if you have a unique vision (e.g. a custom game feature or an unusual payment integration), a standard white label might not accommodate it.

Revenue Sharing and Financial Constraints

The commercial terms of white label agreements can present challenges over the long run. As noted, most white label deals involve a revenue share model where the provider takes a percentage of your gaming revenue. These revenue-sharing fees are typically higher than what you’d pay for a standalone software license, because the provider is covering ongoing licensing and support costs behind the scenes. For example, a 15% GGR share is common, and in some cases it could be more. This cuts into your profit margins and requires your casino to maintain sufficient volume to be profitable after the provider’s cut. It effectively raises your breakeven point.

Moreover, as part of risk management, you might have to maintain a rolling reserve or security deposit with the provider. This means a portion of your revenue must remain untouched for a period (say, one month) to cover any player winnings or chargebacks, etc. If your players win big, that reserve might be used and you may be asked to replenish it. In good months where revenue grows, the reserve amount can also increase proportionally. Additionally, the provider will typically ensure that players are paid out first, before profits are taken. Only after all player withdrawals, taxes, and the provider’s revenue share are settled do you receive your share of profit. This waterfall means cash flow can be tight if your business has a lot of active winners or is in a growth spurt – most of the money stays on the platform until obligations are cleared. For a small operation, that could limit reinvestment into marketing or expansion.

While these financial arrangements are manageable, they require careful budgeting. You must ensure you have adequate capital to sustain the reserve and operational costs, especially in the early months before the casino becomes consistently profitable. In summary, the white label model trades lower upfront cost for higher ongoing costs. Over time, some operators find this less favorable and thus plan to graduate to their own license where they can keep 100% of revenues (minus taxes) and have freer use of their funds.

Reputation and Perception

There is a subtle reputation risk when operating under a white label, both in the eyes of players and business partners. In B2B discussions, knowledgeable partners (such as certain payment providers, banks, or large affiliates) will be aware if you are a white label rather than a direct license-holder. Some partners have policies restricting who they work with – for instance, they might prefer or require that they deal with the actual license holder for due diligence reasons. You could encounter scenarios where a payment processor says “we only integrate with operators who hold their own license” or an affiliate might be wary if they perceive the casino as a smaller skin of another company. These perceptions can be overcome with a good brand and proving your reliability, but it’s a consideration.

On the player side, most casual players care more about the games and bonuses than the licensing model. However, more savvy players or high rollers may know the difference. They might ask, “Is this site licensed in X jurisdiction or just a white label?” For example, a player base in a country with a national regulator (like the UK) might be less trusting of a site that isn’t directly licensed by their local authority. Even though a white label is legal and licensed internationally, it could be viewed as less prestigious than a site with a well-known license stamp. Additionally, because many white label sites use the same platform templates, players could notice similarities in design or functionality between your site and others. If many casinos look identical (just different skins), it can diminish your brand uniqueness and potentially affect how players perceive your brand’s individuality.

Overall, while operating under a respected license confers legitimacy, you should be prepared to address questions about your licensing arrangement transparently. Building a strong brand and excellent customer service can mitigate most reputation concerns, but being one of many skins means you have to work harder to stand out and prove your site’s credibility in the long run.

Scalability and Exit Strategy

White label arrangements can sometimes strain your growth ambitions as your business scales up. The very features that made the model appealing – simplicity and a contained setup – can become bottlenecks for a thriving operation. One issue is technical and feature scalability: you are limited to the provider’s platform capabilities. If you want to add a cutting-edge feature or a new game supplier that the provider doesn’t support, you might be stuck or have to lobby the provider to develop it (which they may only do if many clients demand it). There is also a capacity consideration: can the provider’s infrastructure handle a massive surge of users if your marketing goes viral? Good providers can, but you are one of many clients sharing that infrastructure.

More critically, strategic scalability in terms of licensing and market expansion will eventually push against the white label model’s ceiling. If your casino is very successful, you might decide that the revenue share paid to the provider would be better invested in your own license and platform. Indeed, many operators use white label as a stepping stone – they launch quickly, build a player base, then later migrate to an independent setup to save on fees and gain full control. However, migrating is not trivial: it involves significant cost and technical complexity. You’d need to get your own license (time-consuming), set up a new platform or negotiate a transition to a turnkey solution, and ideally migrate your player data and balances over – all without losing your customers or violating any regulations during the switch. This process can be done (and providers may even assist when you “outgrow” them), but it requires planning.

Furthermore, regulatory changes can force your hand. For example, regulatory changes in Curaçao (a jurisdiction that was previously popular for white label setups) have already ended the sub-licensing model. This has raised industry questions about the sustainability of white label approaches elsewhere. If a jurisdiction that allowed easy sub-licensing tightens its rules, your operation might need restructuring. If you’re committed to the online casino business for the long term and aiming for multiple markets, eventually obtaining your own licenses (in one or more jurisdictions) could become necessary. White label is often described as ideal for making the first steps in online gambling. Beyond those first steps, you should have an exit strategy – whether that is migrating to a full turnkey or self-hosted solution or acquiring licenses as you grow. The bottom line is: a white label casino can be highly profitable in the short-to-mid term, but you must plan for how you will sustain and expand the business once the limitations start to pinch.

Comparing White Label, Turnkey, and Self-Licensed Casino Models

White label is just one way to launch an online casino. Two common alternative models are the turnkey casino solution (also known as a standalone solution) and the fully self-licensed, self-hosted casino. Each model has different legal and operational implications. Below is a comparison of these three approaches: