White Label Casino Software Guide
White label casino software lets you launch a branded casino on somebody else's licence and platform. This guide explains the model from the buyer's seat: what you rent, what you own and what it really costs.
White label casino software is a ready built casino platform that an operator brands as its own and runs under the provider's gambling licence, paying a setup fee and a share of revenue instead of building and licensing the business itself.
White label casino software solves one problem. You have a brand, an audience and a marketing budget, but no gambling licence, no platform and no game contracts. The model rents you all three and takes a slice of the revenue in return.
This guide is written for the person signing the contract, not the person selling it. It covers how the licence and the revenue share work, where the model beats turnkey and custom, and what to ask a provider before you commit.
What is white label casino software?
White label casino software is a complete online casino, covering the platform, games, payments and back office, operated by a licensed provider and presented to players under your brand.
You run the marketing and own the commercial relationship. The provider holds the gambling licence and stays the regulated operator behind the site.
Read the split as a division of assets. The provider owns the technology, the regulatory permission and the supplier agreements. You own the domain, the brand and the acquisition spend.
That is why experienced buyers treat white label as a commercial partnership rather than a software purchase. You are buying access to a live operating licence, and you pay for it out of gross margin.
Who the model actually suits
- Affiliates and media owners monetising existing traffic directly instead of on commission.
- Brands from adjacent sectors entering iGaming and testing whether the audience converts.
- Operators launching a second brand or market without a second licence application.
- Teams with marketing capability but no compliance, payments or engineering function.
How the licence and the revenue share work
Your site sits inside the provider's licence, so its regulator, its compliance team and its terms govern how you trade.
Revenue share is normally calculated on net gaming revenue, which is what remains after bonuses, chargebacks, payment fees and gaming duty.
Regulatory accountability is not negotiable. The UK Gambling Commission guidance on third parties states that responsibility for compliance of all gambling websites, including white labelled sites, sits with the licence holder and cannot be transferred to any other party.
That hands the provider the final word. It can refuse a bonus mechanic, close a player account, block a market or demand a change to your creative, because its own licence is what is at risk.
Read the revenue share definition line by line. A share of gross gaming revenue and a share of net gaming revenue can differ sharply once bonuses and payment costs come out, and the deduction list is where the real negotiation happens.
A worked example of net gaming revenue
The figures below are illustrative arithmetic, not market data. Take a brand on a 25% share, inside the published 10% to 30% band, in a month where players lose USD 100,000. That is gross gaming revenue.
The provider works down to net gaming revenue before anything is split:
- Bonus cost of USD 12,000 for the free spins and matched deposits your campaigns credited.
- Chargebacks and fraud write-offs of USD 2,000.
- Payment processing fees of USD 4,000 across deposits and withdrawals.
- Gaming duty of USD 12,000, paid by the licence holder to the regulator.
Net gaming revenue is USD 70,000, the provider takes USD 17,500 and you keep USD 52,500 of the original USD 100,000. A 25% share of gross gaming revenue would have cost USD 25,000 instead, so the definition is worth more than a point or two of rate.
Then check which side of the line each cost sits on. If gaming duty comes out after the split rather than before it, the same month leaves you USD 3,000 lighter, and that gap widens every time marketing scales the bonus budget.
Ask which gambling licence you would trade under. The Curacao Gaming Authority reform of December 2024 replaced master and sub licences with direct licences, so a provider quoting a legacy sub licence is quoting something that no longer exists.
What is included in a white label package?
A standard package covers the licence, the player account platform, a game library, the payment stack, the back office and first line support.
Brand, content, affiliate deals and the acquisition budget stay with you, and so does the commercial risk behind them.
- Licence and regulatory cover. Your site trades under the provider's permission, in the markets it allows and no others.
- Player account management. Registration, wallets, limits, the bonus engine and responsible gambling tools.
- Game library. Slots, table games and live casino software, usually delivered through a casino game aggregator rather than direct studio contracts.
- Payments. Cashier, acquiring, withdrawals and fraud screening running on the provider's merchant accounts.
- Back office and reporting. Player, bonus and revenue reporting, with depth that varies sharply between providers.
- Support and verification. First line support and KYC, often shared across every brand on the platform.
What is excluded matters more than what is bundled. If a package promises a bespoke front end or direct studio deals, ask whether that is standard or a paid extra.
White label vs turnkey vs custom
White label rents the licence and the platform. Turnkey puts your own licence on a provider's platform. A custom build means you own the code and everything that comes with maintaining it.
| Factor | White label | Turnkey | Custom build |
|---|---|---|---|
| Who holds the licence | The provider | You | You |
| Time to first brand live | 4 to 8 weeks | 2 to 4 months | 6 to 18 months |
| Upfront cost | Lowest | Moderate | Highest |
| Ongoing cost | Revenue share, often 10% to 30% of net gaming revenue | Platform fee plus a lower revenue share | Engineering, hosting and compliance salaries |
| Product control | Branding and configuration only | Broad, within the platform | Total |
| Player database | Held under the provider's licence | Yours | Yours |
| Suits | Affiliates, media owners, first brands | Operators committed to a market | Groups at scale with in house engineering |
Turnkey is the middle path and gets its own analysis in the turnkey casino solution guide. Read the table as a trade between speed and ownership: every week saved at launch is bought with revenue share and control you do not get back. Reasonable for a first brand, expensive for one that succeeds.
Pros and cons for operators
White label wins on speed, upfront cost and compliance load. It loses on margin, differentiation and, at worst, ownership of the players you paid to acquire.
What the model does well
- Fastest credible route to a live, licensed brand with a working cashier and game library.
- No licence application, no regulatory capital and no compliance hires in year one.
- Costs scale with revenue, so a slow start does not sink you the way a fixed bill would.
- A cheap way to test whether an audience or a market converts at all.
Where it hurts
- The revenue share never expires, so the better the brand performs the more the model costs you.
- Your product looks like every other brand on the platform, which makes differentiation a marketing problem.
- You inherit the provider's payment mix, and a weak local method caps deposit conversion.
- Migrating away later is slow, expensive and sometimes contractually blocked.
The risk operators underprice is concentration. Every brand on the platform trades under one licence, and if a regulator suspends or revokes it, your site stops taking bets with the rest of them, however clean your own conduct has been.
The clause worth arguing over is not the revenue share percentage. It is what happens to the player database, the domain and the outstanding balances on the day the agreement ends.
How to choose a white label provider
Judge a provider on the licence you inherit, the payment mix in your markets, the exit terms and the back office. The feature list is the least useful part of any pitch.
- Verify the licence. Get the licence number, check it on the regulator's public register, then confirm which markets it covers.
- Test the payment stack. Local methods and approval rates decide deposit conversion far more than library size does.
- Read the exit clause first. Establish who owns the player data, how balances settle and whether migration is supported.
- Interrogate the revenue share. Ask what is deducted before your share is calculated and whether the rate steps down as revenue grows.
- Demo the back office. Build a bonus, segment a player list and pull a revenue report using your scenario, not the sales deck.
- Ask about the other brands. Shared support and shared merchant accounts mean shared risk if another brand misbehaves.
What to demand in the contract
The pitch deck is not the deal. Settle these terms in writing before signature, because none of them get easier once the provider knows what leaving would cost you.
- Exit and migration. A defined leaving process, with the provider obliged to cooperate rather than merely permitted to.
- Player database ownership. Who owns the records on exit, and what you may lawfully do with them.
- Data portability. The export format, the fields included and the deadline, written down. A PDF report is not a migration.
- Notice periods. Symmetrical notice, and a closed list of what triggers immediate termination.
- Minimum revenue commitments. Any monthly minimum, when it starts and what you owe in a month you miss it.
- Player fund balances. Who settles open balances and pending withdrawals on the last day, and inside what window.
Compare at least three providers before shortlisting. OHS Gaming is one vendor here, and its white label iGaming platform is a fair reference for a mid market package.
If you are weighing the model against owning the licence, read the online casino software criteria beside a turnkey online casino quote for the same market.
Cost ranges and timeframes
Expect a setup fee, sometimes a monthly platform fee, and a revenue share. Published pricing commonly puts revenue share between 10% and 30% of net gaming revenue.
A first brand typically goes live in four to eight weeks, if payments and brand approval do not stall.
What the numbers look like
- White label setup fee
- Commonly USD 15,000 to USD 60,000, higher for enterprise packages
- Monthly platform fee, where charged
- Roughly USD 2,000 to USD 15,000
- Revenue share
- 10% to 30% of net gaming revenue
- Time to first brand live
- 4 to 8 weeks
- Own licence, Malta MGA
- EUR 5,000 application, EUR 25,000 a year for a B2C gaming service licence
- Own licence, Curacao
- About EUR 47,450 a year, split between a Treasury fee and a CGA supervisory fee
- Marketing budget
- Outside the deal, and usually the largest line
Setup, monthly and revenue share bands are typical market ranges from published provider pricing, including this white label revenue share breakdown. They are not regulated figures. Licence fees come from the Malta Gaming Authority and the CGA fee guidelines under the LOK framework.
Model total cost over three years rather than fixating on the setup fee. A 25% share of net gaming revenue on a brand that works can cost more in year two alone than a Malta licence and a turnkey platform.
The four week end of the range assumes a template front end, a market the provider already serves, a company and bank account already open, and brand and bonus terms that clear compliance review first time. Little of that is about software.
Launches drift past eight weeks when payment onboarding stalls, when your market has to be added to the provider's stack, or when entity and beneficial owner paperwork is incomplete.
Timeframes are also less about software than buyers assume. Payment onboarding, brand approval and compliance sign off set the pace. If the numbers are close, contact the OHS Gaming team or any competent iGaming consulting practice to stress test the assumptions.
Frequently Asked Questions
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