White label casino

Think of the deal as two layers. The platform provider builds and runs the casino itself: the player account system, the game library, the cashier, the back office and, in most packages, first-line support. The brand partner owns the domain, the look of the site and the advertising budget that brings players in.

The provider is usually paid through a share of gaming revenue, sometimes with a setup or monthly fee on top. Industry guides quote that share at roughly 30–50% of gross gaming revenue, though the figure and the base it is calculated on vary from one contract to the next, and some providers calculate it on net revenue after bonuses, chargebacks and duty.

The licence is what matters to you.

The UK Gambling Commission puts it plainly in its published guidance: the licensee is the party offering the gambling, compliance for white-labelled sites stays with the licence holder, and that responsibility cannot be handed to the brand partner. It also notes that it approves operators rather than individual domains. Other regulators frame the relationship in their own terms, so the exact split depends on which licence the platform holds.

You want to know who actually runs the casino before you hand over your card details. On a phone, that answer is almost never on the first screen; it sits in the footer, which on a long mobile lobby can take a good deal of scrolling to reach.

What I check first is the small print at the very bottom: the company name, the registered address and the licence number. If several brands with different colours and mascots all list the same company and the same licence, you are looking at a family of white labels, often called sister sites.

The shared platform tends to give itself away in the interface too. The same cashier layout, the same order of steps when you set a deposit limit, the same wording in the verification screens: these repeat across brands because the software underneath is identical.

That sameness has consequences you should read about in the terms rather than assume. On some platforms an account, a self-exclusion or a set of limits may apply across every brand on the licence; on others each brand is treated separately, and closing one account leaves the rest open. Bonus terms, withdrawal rules and complaint routes are normally set by the licence holder, so a dispute goes to that company and its regulator, not to the brand you signed up with. If the terms page and the footer name different companies, ask support in writing which one holds your funds.

None of this makes a white label better or worse than an independent site.

The term most often mixed up with white label is turnkey. In a turnkey setup the brand owner takes the provider’s software but obtains its own gambling licence, so it becomes the regulated operator and keeps that licence if it later changes supplier. A white label brand never holds the licence, which means it cannot carry on trading if the provider relationship ends.

“Skin” is close to a synonym and is used loosely for any rebranded front end on a shared platform. “Sister site” describes the relationship between brands on the same licence rather than the commercial deal behind them.

In Ireland, the Gambling Regulation Act 2024 set up the Gambling Regulatory Authority of Ireland, which was formally established in March 2025 and is bringing licensing in on a phased basis, with separate business-to-consumer and business-to-business licences. How it treats white label partners in detail had not been confirmed when this entry was written, so read each site’s footer for the licence it actually relies on rather than assuming one.