White Label Casino Solutions: Pros, Cons, and What Affiliates Should Know

Affiliates in the iGaming sphere often face a choice: continue driving players to existing platforms or take the next step and launch their own online casino. This is where the White Label model comes to the forefront as a viable option. In this article from 888Starz Partners, we will examine how White Label casinos are structured, their strengths, and potential risks and pitfalls.

What is an iGaming Affiliate?

An iGaming affiliate is an independent marketer or an entire team that directs players to online casino or bookmaker websites using our white label iGaming platforms. The primary task of such a partner is marketing and advertising. The affiliate focuses on finding and engaging an audience, while all technical, legal, and operational matters remain the responsibility of the in-house gambling platform itself.

Typical affiliate duties include creating advertising campaigns, acquiring players through various channels, analyzing conversions, and optimizing the sales funnel. A good specialist attracts new users and works on their retention and interest in the product.

To do this, affiliates join special programs known as iGaming affiliate programs offered by various casino platforms. They receive unique links, promotional materials, and access to statistics to track their performance through the casino brand. In essence, an iGaming affiliate program is the bridge that connects a marketer with an operator who is willing to pay for quality traffic and new customers.

Key differences from other affiliate niches

The iGaming industry, which includes casino games, is different from other sectors like finance or e-commerce. The main difference is the strict and constantly changing regulations that govern the casino software. While other areas may have basic rules, affiliates and operators are affected by stringent requirements here.

This includes mandatory licensing (both local and offshore), strict compliance, procedures to prevent fraud (KYC), and responsible compulsory gaming controls as part of our turnkey casino solutions. All these aspects directly determine which payment systems can be used and how marketing should be structured.

As is evident, affiliate programs are essential in iGaming today. That is why you should join 888STARZ Partners! We offer top metrics: conversion rates of 35%, retention rates of 50%+, and LTV of $1500+ within our white label platform. We guarantee fast payments worldwide, up to 10% from sub-partners, and provide free iOS/Android apps and any promotional materials for our white label iGaming platforms.

White Label casino explained

A White Label casino is a ready-made, “turnkey” business that allows you to launch your own online casino quickly. Imagine you’re renting a fully equipped business. You don’t need to construct a building, purchase equipment, or obtain permits; with a turnkey solution, you start operating immediately. The White Label model in the gaming industry works the same way. The solution provider gives you a ready-made platform with games, integrated payment systems, and, most importantly, an active gaming license (for example, from Curacao or Malta).

You operate under your unique brand, but all the technical and legal infrastructure remains on the provider’s side. This allows you to concentrate on what’s most important — marketing, branding, and player acquisition. However, this convenience comes at a price.

Entering such a business requires an initial investment, typically in the range of $25,000 to $50,000, and regular payments to the provider, on average, about 10% of the Gross Gaming Revenue (GGR). Understanding what a White Label solution is in the gaming industry helps assess the balance between launch speed and operational costs.

White Label vs Standard affiliate role

Switching to the White Label iGaming model fundamentally changes the game compared to an affiliate’s usual work within a casino business. A standard member of an iGaming affiliate program is focused on a single task — driving traffic to someone else’s brand. Their responsibility ends once the player clicks the link.

A White Label casino affiliate, on the other hand, takes on much more. They are not just marketers but business owners. This means full responsibility for customer retention, organizing customer support, and, crucially, the financial obligation to pay out winnings within our online casino software framework.

White Label is an evolutionary step for an affiliate: from simple promotion to managing a full-fledged casino.

Pros and cons of White Label casinos

The White Label model offers a very tempting path into the iGaming business, but it’s essential to understand that it is always a compromise. Choosing this solution means trading operational freedom and a portion of future profits for speed and ease of launch. Let’s weigh all the pros and cons in an interactive table:

Common pitfalls and risks to consider

Although the White Label model simplifies entry into the business, it hides serious risks that every iGaming affiliate considering this path should be aware of. Underestimating these pitfalls can lead to financial losses and an operational dead end.

Legal restrictions are one of the main problems. The provider’s license (often from Curacao) does not allow legal operation in many profitable regulated markets, such as the UK or Germany. You must completely change the platform and obtain a local license to enter the online gaming market.

Lack of control is the second significant risk. The operator does not own the technology provided by the third-party casino software. You cannot independently change the backend, add exclusive game providers, or integrate the necessary payment systems. Everything depends on the iGaming White Label service provider and the online gaming services they offer.

Finally, Profit limitation can be mitigated by leveraging our online casino software effectively. is an inherent downside of the model. The provider will always retain its share, which can be as high as 10% of GGR, significantly impacting your business’s profitability in the long run.

Final thoughts

In summary, the White Label iGaming model is a powerful tool for a quick start, but not an easy path to success. It suits experienced teams with substantial budgets, ready to take full control of marketing, support, and finances through our white-label solution. For an affiliate, this is a radical shift from the tasks within an iGaming affiliate program to the full-fledged management of a business. Success depends on understanding all the risks and limitations of this model, as well as having the resources to scale.

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