White label casino
A white label casino is an online casino operated under your own brand on a provider's platform, where the software, game catalogue, payment integrations and back office come ready-made.
The arrangement separates what is commodity from what is not. The ledger, the aggregation layer and the bonus engine are the same problems for every operator; the brand, the markets and the traffic are not, and those stay with you.
In the strictest usage, white label also means operating under the provider's licence, with turnkey describing the arrangement where the operator holds their own. Usage varies: some white label providers, WW Games among them, supply the platform, hosting and payments but leave the licence to the operator. The question worth asking is not which word a vendor uses but who is the licensed operator.
The platform side is covered in more detail on our white label casino page, and the difference from turnkey on white label vs turnkey.
Related terms
Launching a casino?
The platform side of these terms — catalogue, payments, back office — is on the white label page, and the commercial side is on the pricing page.