Gambling Power-Up With White Label to Accelerate Market Entry

Software has always played a lifeblood role in gaming clubs’ function on the World Wide Web. Without software, it is impossible to provide services to punters, as this technology replicates games with live dealers located in a physical location. This article will be potentially interesting specifically for owners of online gambling venues who are considering options for implementing software to manage their venues. Here our reader will find a discussion of white-label (WL) that allows for a quick entry into the market.

What Are these Solutions?

Clients of WL are legal entities or private equity owners who want to set up their own gaming parlor on the World Wide Web and may either have the necessary experience and knowledge to enter the market or lack them. The WL offer makes entering the online gambling market much simpler and faster than with other kinds of software that a client might consider having (custom development or out-of-the-box solutions). Thus, WL is ready-to-operate complex software that has been developed by a third party, which is typically an IT company of a broad or narrow spectrum to offer to its clients on a subscription basis (the subscription is paid monthly, quarterly, annually, or with another periodicity). 

A distinctive feature of WL is the branding of all operational and gaming interfaces with the client’s brand according to their brand book: logo, corporate colors, fonts, page designs, icons, mascots, illustrations, and other elements. As a result, the end users get the impression that the solution was developed by the company itself or personally for it by an external provider, when in fact, it is just a visual customization.

WL software includes the entire functionality needed to run an online gaming parlor, namely:

1. A client-facing website, which punters will interact with directly as the user interface
2. Back-office functionalities for the management company’s staff (for monitoring punter activity, preventing and managing fraud, generating various reports, running advertising campaigns, managing workflows, etc.)
3. Integration with game providers and their games (directly or through integrator solutions)
4. Availability of payment methods (top WL solution providers may have 200+ payment methods, both national and supranational)
5. Features for punter registration and communication, including providing documentation and personal data as part of AML and KYC procedures
6. Support for punters through external or internal services via various channels
7. Marketing management
8. Change management and other functions.

Some WL solution providers also offer the availability of an e-Gambling license in one or more jurisdictions. If it’s not available for granted, significant assistance is usually provided to the client in obtaining it. Popular licenses are Kahnawake, the Isle of Man, Curacao, Malta, and Canada.

Numerous companies supply WL on the market, each with its own characteristics, pros, cons, and price tags. A few notable providers include:

1. BoomAff
2. Soft2Bet
3. LionGaming
4. Sirplay
5. Slotegrator
6. SoftSwiss
7. SoftGamings
8. Quantum Gaming
9. WA Technology
10. Vegangster
11. NetEnt
12. Playtech
13. Microgaming
14. Realtime Gaming
15. Betsoft
16. EveryMatrix
17. SkillOnNet
18. White Hat Gaming
19. Pragmatic Play
20. IGT
21. Novomatic
22. SG Digital
23. Amaya Gaming
24. BetConstruct
25. iSoftBet
26. Greentube
27. NYX Gaming
28. Aristocrat
29. Blueprint Gaming
30. Digitain.

The advantages of implementing a WL solution for market entry include:

1. High speed of operation. Typically, implementation projects take 1-6 months, which is much faster than any other type of IT solution. If there is no historical data to migrate from previous software and, thus, a fresh start is planned, the standard project startup time will be 1-2 months. Data migration will add a few more months to the project.
2. Low expenditures to start. That part embraces connecting a new business user to the functionality & parameterization (customization) for their needs. The usual range of such costs varies (20,000… 100,000 Euros). The less historical data that ought to be migrated from previous systems, the less money is paid (however, that depends on the IT company’s pricing policy).
3. No need to have personal knowledge and experience to start a new online gambling business. This is what WL is for, covering the entire range of work & leaving the business user responsible only mainly for bringing in clients (in this aspect, one must either be a professional or hire an experienced team to attract punters, as the casino cannot operate without new players attracted).
4. To get started, you essentially need to configure the payment gateway to accept payments using the new user’s details—specify their bank accounts, electronic and cryptocurrency wallets, and recipient details for other payment methods. You also need to provide company details on the website pages (primarily in the user agreement or Terms). The WL solution provider usually assists with this (they can also help open necessary accounts for payment methods).
5. The business user gains access to new technology that is continuously updated by the solution provider, who is responsible for its operational functioning, including uptime, rapid resolution of bugs, glitches, failures, and compliance with the legal requirements of the primary licensing jurisdiction. Additionally, there is quick access to thousands of already integrated games (sometimes over 10,000) from world-renowned game vendors.
6. The ability to organize player support through an outsourcing firm that the WL solution provider already works with (to avoid setting up an in-house team for that). The staff of this company will be trained in your scripts for interacting with punters.

Essentially, as a WL solution business user, you will only need to organize client flow to the new gambling house, focus on brand development, manage operational interactions with clients, and handle management activities.

How White Label Solutions Accelerate Market Entry

Now let’s look at how exactly the use of WL solutions can accelerate your market entry.

First of all, any good WL system available on the market is designed to quickly adapt to a new client’s needs, train their staff to use the system and explore further customization options (if necessary), and handle corporate branding. WL systems offer various templates for the appearance of user and back-office interfaces, allowing the business client to choose what they need. Once you select a WL system from a specific provider, you sign a contract to begin operations and maintenance. Then, you define your system customization needs (or go through a checklist with the WL solution provider’s staff if you are unsure how to formulate your business requirements). After that, you have to provide your brand book and graphic elements for the work. The provider then sets up the system for you, creates accounts for your staff, and performs other preliminary tasks, assisting you during the licensing phase or connecting to an existing license, whenever possible. Note that you will be responsible for paying the cost of the gambling license as a new applicant. Our blog has already covered licensing issues and pricing. In general, you have to understand that the range is quite broad. The cheapest online gambling license can be obtained for €5,000, while more expensive ones can cost over €100,000 (+ yearly license servicing fee ranging from tens to hundreds of thousands of euros, depending on turnover, revenue, number of games, and the multitude of other factors). In terms of balanced licensing costs and subsequent annual maintenance, most operators typically choose Curacao eGaming, as it costs between €14,500 and €34,000 to have it, and the annual maintenance is the cheapest in the world among other licenses: only from €4,000 to €7,000. Assistance with obtaining the license from the WL solution provider will also incur additional costs. You cannot start operations without a license, though. Firstly, this will deter many potential punters who will not register with such a ‘hazy’ establishment. Secondly, without an active license, it will be difficult or impossible to open corporate accounts for payment methods to receive money from punters and cover business expenses for operational activities. Additionally, you may face penalties or suspension of operations in jurisdictions where a gambling license is required. In other words, working without a license is not good at all, and having one is very important.

In all areas of WL solution operations where customization is not required (or was not requested by the new client), default functionality will be used. Usually, this functionality covers if not all, then the overwhelming majority of clients’ business needs. That’s why WL solutions are so powerful and popular today.

Examples of what can specifically be customized in a WL platform include:

1. Your brand (colors, design, logo, mascot, icons, fonts, and their combinations)
2. Game providers and their specific games
3. Payment methods according to your preferences, legal, and geo-restrictions (including geo-specific methods popular in certain countries)
4. Fiat currencies + cryptos
5. Language and localization
6. Bonus structure and content
7. Promotions & tournaments
8. Page texts (your texts or standard ones can be used)
9. Gamester management systems (CRM)
10. Marketing programs
11. Integration with other pieces of software
12. Customer support system and available channels.

Key Components of a White Label Solution

Now let’s look at the key components of WL solutions that are typically included.

Casino Management System (CMS)

This section is the back office of white label solutions for online casino where the employees of the gambling establishment work. It handles the management of all operational processes, most of which are hidden from the average player’s eyes on the website (or in the mobile app). Typical back-office functionality includes:

1. Tracking gamester activity
2. Preventing fraud by punters and unauthorized software (including hackers) thanks to the integration of various security functions
3. Managing bonuses, rewards, payouts, prizes, and tournaments
4. Managing games and game providers
5. Managing finances
6. Personalizing punter offers through CRM and other smart gaming experience management components
7. Client support system and its management
8. Reporting: financial, managerial, operational, tax, profit, turnover, and other
9. Marketing management
10. Mobile integration
11. Analytics
12. Managing administrative staff (roles, permissions, vacations, logging and analyzing activity, reporting, and other HR functions + tracking productivity)
13. Managing technical support and system maintenance.

Although operators will receive training on using the system before starting work (as well as there will be onboarding procedures for new staff), it is important that the back office is user-friendly, intuitive where possible, has minimal visual clutter on the interface (fewer buttons and menus are better), and proactively offers users the functions they need.

Game Selection and Aggregation

In every market, punters at gambling establishments have their own preferences. Some are passionate about slots, while others prefer betting on national sports, like rugby, for example. Some punters want to play poker, while others are drawn to live dealer games. As a business owner, knowing the preferences of punters in your target geos (based on experience or analytical data), you need to ensure that the white label solutions for casino include games that meet the demands of punters in all the geos where you plan to operate. It is important to offer a diverse selection—there should be several providers of similar solutions to create choice. Top game providers should be present in any case, in any respectable gaming club to attract users with their well-known names.

Payment Gateway Integration

Just like with regional gaming preferences, there are many countries where people prefer local payment methods. These should be provided in addition to popular global ones. Examples of such local methods include:

1. WeChat Pay (China)
2. Przelewy24 (Poland)
3. POLi (Australia, New Zealand)
4. Paytm (India)
5. OXXO (Mexico)
6. Klarna (Europe)
7. Interac Online (Canada)
8. iDEAL (Netherlands)
9. Dankort, MobilePay, Betalingsservice, and ViaBill (Denmark)
10. Boleto Bancario (Brazil)
11. Bancontact (Belgium)
12. Alipay (Asia).

Popular international methods include credit/debit cards and bank accounts, electronic wallets, bank transfers, prepaid and virtual cards, cryptocurrencies, mobile payments, voucher systems, Internet banking, and others. It is important to offer a wide range of suitable payment methods through your white label software for casino so that payers have ample choice and do not encounter difficulties with depositing and withdrawing funds in their local currencies as well as popular international ones (dollars, euros).

Customer Support Services

No matter which geo you operate in, punters may have questions and issues 24/7. Your support service should operate the same way. The language should be that of the region where you are present. If you are in multiple regions, it’s important to provide language support for all of them. At the very least, it is critically important to have support in English, and additional languages should be provided only in those markets where their absence in gambling establishments is prohibited by law (for example, in Denmark and Sweden, you cannot operate without Danish/Swedish language support in the interface and customer service).

The more channels you provide for contacting customer service, the better. These can include live chat, email, phone, and popular messengers like Telegram.

Marketing Tools and CRM

The CRM system by white label software providers for casino is designed for actively collecting customer data, analyzing it, linking it with other data, and creating personalized offers for clients based on their actual interactions with the company. An excellent CRM system gathers hundreds of types of customer data and creates thousands of connections between them to enhance service quality. Based on this data, loyalty programs can be developed, real-time segmentation can be performed, and unique gaming and bonus offers can be created. Most modern WL solutions come with built-in CRM systems or external ones that can be integrated. If such a system is not included, consider opting for another WL solution.

Marketing tools allow for the execution of advertising campaigns and are actively linked with CRM systems, drawing on customer data. Popular WL solutions have outstanding marketing modules, which are often integrated with affiliate and other marketing modules, featuring customizable commissions, tracking affiliates and their activity, and other important functionalities.

Choosing the Right White Label Provider

Now that you are familiar with the key criteria for WL systems, it is important to start with providers that have an established reputation in the industry. If you look at the list of 30 names we provided earlier in the text, all these companies have a well-developed reputation, and most of them have dozens or even hundreds of business clients to whom they have already delivered their software solutions. The best among them have thousands of successful cases. Start with the first position and gradually move on. If you have practical questions (which are inevitable, as implementing a WL solution is a complex and multifaceted issue), reach out to our staff. They will kindly answer all your questions and guide you through all stages of the solution and selection process. We are ready to offer you excellent WL solutions based on extensive experience in the gambling industry, a deep understanding of business client needs, and the exceptional analytical capabilities of our staff and IT solutions.

Thoroughly evaluate the demo version of the system, which many, if not all, providers will kindly share upon request. It is important for you to understand the system’s capabilities by viewing its presentation, assessing its appearance in the demo, and comparing at least 10 systems available on the market to one another to objectively create a picture of the current offerings and then form a short list.

Provider support is also an important aspect. Although it is not mentioned as frequently as client functionality, it is one of the most crucial aspects of choosing a WL solution. Therefore, if this information is not explicitly provided, don’t hesitate to contact the provider’s representative and discuss in detail what is included in the support, how frequently it is provided, what the uptime guarantee for gaming servers is, what costs are involved on your side to pay for maintenance, and how it all is contractually documented.

Let’s compare now three WL solution providers based on their overall functionality, price, and marketing focus.

1. SoftSwiss
   1. The platform includes integrated payment systems, access to 11,000+ games from various providers, support for many currencies and cryptocurrencies, a flexible back office for operations, fraud prevention tools, bonus management systems, and customizable interfaces for gambling establishments.
   2. SoftSwiss charges an initial setup fee (starting from €30,000), followed by monthly expenses based on traffic and a share of GGR.
   3. Focus: SoftSwiss is a global provider with a particular emphasis on cryptocurrency venues but is capable of serving all gambling venues effectively.

2. BetConstruct
   1. BetConstruct offers a comprehensive solution including games, sports betting, live dealer games, virtual sports, and poker. It features CRM, marketing and risk management systems, multilingual support, payment integration, and a powerful back office. It is easily customizable to adapt offerings to various markets.
   2. BetConstruct charges an initial setup fee (€25,000-€50,000) plus a monthly fee and a share of GGR.
   3. Focus: BetConstruct is a global provider in Europe, Asia, and the Middle East. Its solutions are designed for operators of all sizes across all existing gambling verticals.

3. EveryMatrix
   1. EveryMatrix includes 5,000+ games from over 100 providers, sports betting, payment processing, integrated bonus systems, fraud prevention tools, marketing tools, and punter retention tools such as affiliate management systems. It also offers a modular approach, allowing operators to choose only the WL solution services they need.
   2. The setup fee is charged (€20,000-30,000) plus a monthly fee and a share of GGR.
   3. Global focus on Europe, with an ongoing expansion into America and Asia. The flexibility of modular solutions is an excellent scheme for operators with specific needs.

Success Stories: Case Studies of White Label Casinos

Let’s examine several case studies of online establishments that migrated to WL solutions from various providers.

1. BC.Game Casino. This establishment launched in 2017 using its own proprietary solution. It holds a license from Curacao. In 2022, the decision was made to migrate to the WL platform from SoftSwiss. Key areas of focus included the proper migration of historical client and transaction data, having a new payment processing system (which had to include cryptocurrency payments), quick deployment of the solution, and optimal cost. During implementation, issues related to setting up proper commissions for client payments and affiliate system payouts were resolved. Multiple reports for management and operational activities were implemented, based on APIs, CSV, JSON, and XML. Monthly technological and functional updates to the system were established. The marketing system was also improved. As a result of transitioning to the new system, there was a +20% increase in monthly new registrations (compared to the previous number on the proprietary system) while simultaneously reducing the marketing budget. This gambling establishment has several brands, which are now managed through one system (managed brands are BC.Game, True Flip.io, Luckynova, Emojino, and Justbit.io). Gambling products offered to punters became easy to update and manage centrally. Reports on punter activity in various formats were introduced, making it easier to manage and segment them. Financial reports were expanded. This all contributed to increased revenue growth, improved customer retention, and optimized marketing efforts for the gambling club.
2. Joo.Casino, N1Bet, and FightClub Casino. These three online houses of gambling are focused on accepting cryptocurrencies as payment methods. They implemented a WL jackpot management solution from SoftSwiss. This solution is now a functional part of the complex WL solution for the entire casino offered to SoftSwiss clients. Joo.Casino, launched in 2014, N1Bet, launched in 2018, and FightClub, launched in 2023, implemented this WL subsystem between 2021 and 2023, with a primary focus on testing the solution exclusively for managing jackpots to improve lead-to-client conversion rates and increase client retention through various VIP programs and periodic enticing jackpots. The increase in such programs by 40-100% over each month of 6 months of the project duration resulted in a 46-100% increase in weekly punter activity, improved punter segmentation based on behavior related to jackpot games, and up to 45% increased participation in jackpot games. Consequently, this jackpot solution became a regular part of the overall WL solution for gaming parlors from SoftSwiss.
3. Woo Casino. The WL platform from SoftSwiss was launched in April 2020. The solution included the migration of historical data (since 2014), localization into 20+ languages, and support for 30+ payment methods and 10+ currencies, including crypto. Management reporting in various dimensions was established, along with online monitoring of punter activity and detection of suspicious activity and transactions. The time for processing and approving payout requests was reduced, while AML compliance was strengthened across all participating jurisdictions. The gaming content included all integrated game studios through API with 9,000+ games at launch, plus regular updates as new games were released. The marketing system was centralized, particularly, affiliate marketing, thanks to the built-in Afflika and NetRefer platforms from SoftSwiss. Technical support was fully outsourced to a more cost-effective provider. The implementation took only 3 months.
4. WikiBet (https://www.wikibet.com/) was launched in 2004 and transitioned to a WL solution from Quantum Gaming (https://www.quantumgaming.com). This establishment offers both gambling games and sports betting. The company holds a license from Curacao and is registered in Cyprus. It features dozens of game providers and hundreds of games (with a focus on slots and live dealer games), and supports 10 payment methods.
5. Riobet Casino (riobet.com). It has been operating since 2011. It uses a WL solution from SoftGamings (SoftGamings.com). This powerful gaming and betting platform supports solutions from 80+ providers. It works with 40+ payment methods (including crypto), offers multiple interface languages, and has a mobile app. The connection fee was €11,000, with an annual maintenance fee of €10,000 plus 7.5% RevShare of annual gross revenue. The robust WL solution for the client included all necessary back-office and punter management components, as well as website and content management, marketing functions, and audit features. Punter loyalty features include bonuses, VIP systems, tournaments, gifts, prizes, achievements, raffles, and an internal store. The system is user-friendly for operators, features a light visual style, and is optimized for use on PCs even with small screens.

When deciding to implement a WL solution, we recommend following these best practices and guidelines:

1. Study available solution providers in your market, review their product demos, and understand their pricing policies.
2. Consider the pros and cons of each solution, compare them, and ensure they cover local gambling regulations (or regulations in the jurisdictions where you plan to operate).
3. Examine what each platform offers: flexibility and customizability, the number of payment solutions offered, interface languages, currencies, security, scalability, and mobile device compatibility.
4. Assess the back-office functionalities, how easy it is for staff to manage the functions, and the speed of staff training on the platform.
5. Determine how regularly the system will be maintained. How quickly are bugs or system downtimes addressed?
6. Ensure the contract between the WL solution provider and the business client (you) clearly outlines all rights, responsibilities, and other important operational issues.

Conclusion

WL solutions are technological platforms designed to meet the needs of gambling establishments in their business. Such solutions are superior to others on the market (out-of-the-box, self-made, or turnkey) due to several factors, with the most important being implementation speed, low cost, high customization, and the ability for complete branding. Therefore, consider the options available in the market, and the BoomAff team is always ready to assist you in this matter. We have extensive experience in implementing WL solutions for all types of establishments, whether it’s pure gambling games or sports betting as well. Contact us today to start consultations on your issue and find the best solution for you!