Starting an online casino from scratch can be a complex and costly process. Before going live, there’s a lot to handle, including securing licenses, integrating games, setting up payment systems, and ensuring regulatory compliance. That’s why many operators turn to white-label casino solutions.
A white-label casino is a fully developed platform with everything needed to start operating – games, payment processing, player management, and more. Instead of building a system from the ground up, operators can brand and customize an existing solution, significantly reducing costs and time to market. It’s an efficient way to enter the gambling industry with a strong foundation while allowing room for growth and personalization.
The market is booming as more operators jump into online gambling. Valued at $70.6 billion in 2023, it is projected to reach $153 billion by 2030, growing at a CAGR of 11.7%. This trend highlights the increasing adoption of white-label solutions as an efficient way to enter the industry with a strong foundation.
Key benefits of white-label solutions
Before we dive into the step-by-step guide, let’s talk about why white label casino software is such a game-changer.
It’s the fastest way to launch a casino website without heavy lifting. No need to build everything from scratch or worry about technical complexities. White-label solutions handle the hard parts so you can focus on branding, marketing, and growth.
Here’s why it stands out:
- Speed matters. Instead of spending months on development, you can be live in weeks. That’s a massive advantage in a competitive market.
- Lower risk, bigger potential. Starting from zero is expensive and unpredictable. A white-label setup gives you a tested, reliable system from day one.
- Regulations? Covered. Compliance can be a nightmare, but with a trusted provider, you get built-in licensing support to operate smoothly.
- All-in-one convenience. Game integration, exclusive sportsbook, payment processing, security, and backend management – it’s all there, ready to go.
White-label casinos have various advantages and are still among the most important solutions for iGaming operators and providers. But they’re not effective for tier 1 operators who need something else with the same benefits. Upgaming has developed its Enterprise iGaming platform for those who seek out premium solutions that incorporate the key advantages of white-label casino solutions.
Step 1: Define your vision
Before diving into the business, take a step back and analyze the landscape. iGaming is evolving fast, with trends like crypto casinos, mobile-first gaming, and esports betting shaping the industry’s future. Understanding where the market is headed helps you make smarter decisions.
One trend gaining momentum is the rise of crypto casinos. According to a report by Statista, the global market for cryptocurrency gaming is expected to reach $22 billion by 2025, highlighting its rapid growth and the increasing demand for crypto-friendly gambling experiences.
Esports betting is another trend shaking up the iGaming industry. With the global esports betting market projected to reach $2.8 billion in 2025, operators are recognizing the potential of this niche. By staying ahead of these trends and understanding player preferences, you can position your casino for long-term success.
Once you identify the right niche, the next step is to find your place in the iGaming market. Are you looking at regulated regions where casino licensing requirements are strict? Or do you prefer unregulated markets where the landscape might be more flexible but riskier? For example, the UK Gambling Commission enforces strict compliance rules, ensuring user protection but requiring operators to meet high regulatory standards, including responsible gambling measures and financial transparency. On the other hand, Curacao licenses offer a faster, more cost-effective entry into the casino market with fewer restrictions, making them attractive to startups.
Understanding the nuances of these regions helps you craft a strategy that aligns with your business goals. Upgaming can help guide you through this process by offering consultative services on licenses and jurisdictional issues.
Step 2: Choose a Reliable White Label Provider
Choosing the right white-label provider is crucial for your casino’s success. Take your time to weigh your options. A strong provider should offer a well-rounded game portfolio – slots, table games, and live casino should all be on the table. Planning to add sports betting? Make sure their sportsbook integration is smooth and hassle-free.
Licensing is another crucial factor to consider. Choosing the right license impacts everything from player trust to payment processing – something we’ll break down in the next section.
Payment flexibility is another key factor, ensuring a smoother experience for users in different regions – we’ll also dive deeper into this. Beyond payments, a solid back-office system is just as important, allowing you to manage users, monitor risks, and optimize performance from a single, highly adaptable platform.
Before committing, we advise you to request a demo from the provider to explore the platform’s features firsthand. Check if the provider offers customization options that align with your brand identity. You can also ask for references – seeing how they have successfully supported other operators will give you a clearer picture of their reliability.
Questions You Need to Ask White Label Casino Providers
Once you’re ready to choose a reliable white-label provider, asking the right questions is key to making an informed decision. These inquiries will help ensure you get a service that meets your needs and supports your business’s growth:
- Which gambling licenses do you hold? Can you assist with obtaining additional licenses if needed?
A trustworthy white-label provider will hold licenses from reputable gambling jurisdictions like Malta, Curacao, or the UK. They should also be able to assist with obtaining any additional licenses necessary for your operation in different regions.
- What type of games do you offer in your library?
A good white-label provider will offer various games, including online slots, table games, live casino options, sports betting, and esports. The provider should give you access to top-quality games from leading developers to attract and retain players.
- Which payment methods do you support for deposits and withdrawals?
The provider should offer various payment methods, including traditional options like credit/debit cards and bank transfers, modern solutions like e-wallets (e.g., Skrill, PayPal), and even cryptocurrencies. Make sure they support the preferred payment methods for your target market.
- How do you ensure security from fraudsters and the privacy of our players’ data?
Reliable providers will have advanced security measures, such as encryption protocols and anti-fraud systems powered by AI. These features help protect players’ sensitive data and prevent fraudulent activities, ensuring both player safety and compliance with data protection regulations.
- What are your pricing models and contract terms?
Providers typically offer different pricing models, such as fixed monthly fees, revenue-sharing models, or a combination of both. Be sure to clarify the contract terms, including setup costs, ongoing fees, and any potential additional charges for features or services like game libraries and payment systems.
Step 3: Secure Licensing & Set Up Payment Systems
Get familiar with licensing options, as they play a crucial role in defining where and how your casino platform can operate. Some of the most common licenses include Curacao, Malta, and Gibraltar, each with its own advantages.
- Curacao licenses are cost-effective and offer a faster setup, making them popular for startups. However, they have less regulatory oversight, which may limit access to certain payment providers. If you’re considering this option, check out our Curacao Gaming License Guide to learn more about the process, costs, and key considerations.
- Malta is well-respected in the casino industry, providing access to regulated European markets but requiring stricter compliance and higher costs. If you’re exploring this option, our How to Get Malta Gaming License guide provides a detailed look at the application process.
- Gibraltar offers strong credibility and is ideal for operators targeting high-value users, though it has higher operational costs and strict requirements.
Pro Tip: Before choosing a casino license, research which payment suppliers and game providers accept it. Some jurisdictions have restrictions that could affect your ability to integrate essential services.
Common Mistake to Avoid: Some operators rush into licensing without considering future expansion plans. If you aim to grow into regulated markets, starting with a more reputable license like Malta can save time and money in the long run.
Payments
Your platform will typically come with a range of pre-integrated payment options. Traditional methods like credit/debit cards (Visa, Mastercard) and bank transfers remain widely used, but modern customers expect more flexibility. E-wallets such as Skrill, Neteller, and PayPal offer faster transactions and enhanced security, making them popular among online casino users.
Meanwhile, cryptocurrencies are gaining traction due to their anonymity, lower fees, and faster withdrawals. However, regulatory uncertainty in some jurisdictions means operators must stay updated on compliance requirements.
When evaluating payment options, focus on choosing a provider that offers the methods most popular with your target audience. For example, in Europe, e-wallets dominate, while Latin America favors local payment systems like PIX (Brazil) – a widely used instant payment method. If you want to expand into this region, our How to Start an Online Casino in Brazil guide provides deeper insights into the local market.
Step 4: Define your game portfolio
A strong game portfolio is the backbone of any successful online casino. Users expect variety, and if your platform lacks diversity, they’ll quickly move on. That’s why having a mix of classic slots, table games, casino game live dealer experiences, and sports betting is crucial.
Right now, crash games and high-stakes live casino tables are trending, while traditional slots with engaging bonus mechanics remain user favorites. The key is to offer a balance – something for casuals who enjoy quick spins and high-rollers looking for VIP experiences.
This is where top-tier game aggregation makes all the difference. Instead of dealing with multiple casino software providers, a strong aggregator brings everything under one roof. Upgaming does exactly that, giving you access to 12,000+ games from leading studios, ensuring your platform stays fresh and competitive. Expert tip? Keep an eye on localized preferences. What works in one market might not click in another. In Asia, baccarat dominates live casinos, while Europeans lean toward roulette and blackjack. A well-curated selection tailored to your audience can significantly boost retention and engagement.
Step 5: Market, Launch & Scale
Marketing can make or break your online casino. Even the best platforms won’t succeed without the right strategy to attract and retain users.
Start by leveraging affiliate marketing – one of the most effective ways to drive traffic. In fact, affiliate marketing content drives about 20-25% of all online gambling conversions, highlighting its significant impact on user acquisition.
SEO is a powerful tool for driving organic traffic to your website, reducing reliance on paid ads. By focusing on high-intent keywords like “best online casino bonuses” or “casinos with welcome bonus,” you can attract users actively seeking gaming platforms. However, in practice, many of the top sites for these keywords are often affiliate sites, not actual casinos. As a result, new casinos may find affiliate marketing their primary traffic driver, especially early on. Affiliates have the expertise to rank for these competitive keywords and can direct qualified users to your site.
Most regions have strict regulations regarding paid ads, requiring a local license to run online gambling ads. Unless you’re able to navigate these restrictions, paid ads may not be a viable option in certain areas. This makes affiliate marketing or working with a knowledgeable marketing team crucial to generating traffic and growing your casino.
Social media also plays a key role in building your casino’s brand and engaging with your audience. Social media management typically costs $1,000 – $3,000 per month, while paid advertising can range from $5,000 – $20,000 depending on your reach and campaign goals. Additionally, bonuses and promotions often account for 20-30% of your Gross Gaming Revenue (GGR), making them a significant part of your marketing budget.
| Marketing Activity | Estimated Monthly Cost |
| SEO & Content Marketing | $1,000 – $10,000 |
| Affiliate Partnerships | CPA Commission: $50 to $250 RevShare Commission: 20% – 50% |
| Social Media Management | $1,000 – $3,000 |
| Paid Advertising | $5,000 – $20,000 |
| Bonuses and Promotions | 20-30% of your GGR (Gross Gaming Revenue) |
As your user base grows, it’s all about making smart moves to keep things rolling. If certain games or promotions drive high engagement, double down on them. Expanding into new markets or adding trending game types can also fuel growth. This is where a white-label solution gives you an edge. With ready-made infrastructure, integrated payment systems, and continuous updates, a white-label platform allows you to focus on growth instead of getting caught up in operational headaches. Choosing a scalable solution allows you to enter new markets quickly, add new games, and optimize your offerings without heavy technical development.
How Much Does It Cost to Start a White Label Casino?
The cost of launching a white-label casino varies depending on the provider and the level of service. While some budget-friendly options start as low as $10,000, more comprehensive solutions with advanced features and premium services can range up to $100,000. Your choice will depend on factors like customization, game selection, and support services.
However, the price tag doesn’t always reflect the quality of the platform. A low price may indicate that the provider is new or operating with a business model that keeps initial costs low, but it could come with hidden fees. For example, a provider offering a platform for $15,000 may charge additional costs for access to a comprehensive game library, sportsbook, payments, or other features, pushing the total closer to $100,000.
Limitations of White-Label Solutions
White label solutions offer a fast and efficient launch, but they come with limitations. Customization is often restricted to logos, colors, and basic branding, meaning you might not have full control over the UI & UX. Depending on the provider, managed services, third-party integrations, and software modifications can also be limited. If you need advanced features like a dedicated data warehouse or additional game integrations, you’ll want to carefully assess what’s possible before committing. While white-label platforms simplify the casino setup, understanding these trade-offs will help you plan for long-term growth.
Scaling Beyond White Label
For operators aiming to surpass these limitations and achieve a more personalized and scalable platform, Upgaming’s Enterprise iGaming Platform presents a compelling alternative. This solution seamlessly combines the convenience of white-label services with the flexibility of turnkey casino customizations, offering a robust foundation for your online casino business and sportsbook operations.
Key Advantages of Upgaming’s Enterprise Platform:
- Comprehensive iGaming Platform – A fully integrated system designed to scale with your operations, featuring tailor-made components that work in harmony.
- Extensive Casino Content: Access to a vast library of over 12,000 games, including slots, live casino options, table games, and exclusive in-house mini-games.
- Advanced Sportsbook: A top-tier sportsbook offering a wide array of live and pre-match events, with custom odds managed by a team of over 120 in-house bookmakers.
- Integrated Payment Solutions: Support for all major payment networks and currencies, encompassing both fiat and cryptocurrencies, to facilitate seamless transactions for your customers.
- Licensing Support: Streamlined processes to help you obtain necessary licenses from jurisdictions such as Curacao or the MGA, expediting your market entry.
- Comprehensive Back Office: A centralized, adaptable platform with advanced analytics and reporting tools, enabling effective strategy formulation and operational oversight.
- Risk Management: Dedicated teams for customer support, anti-fraud measures, and bookmakers, continuously monitoring for fraudulent activities to protect your business from potential threats.
- Affiliate System and CRM: Tools to manage SEO, influencer, and referral campaigns from a unified dashboard alongside a CRM optimized for user acquisition and retention.
Upgaming’s Enterprise Platform gives you full control to customize your casino, ensuring it fits your brand and grows without the limits of standard white-label solutions.
Conclusion
To sum up, white-label solutions offer a fast and cost-effective way to launch an online casino, handling key aspects. While they provide convenience and lower upfront costs, they come with limitations in customization and scalability. For many operators, white-label platforms serve as an excellent starting point, allowing them to enter the market quickly and focus on growth. However, as businesses expand, they may need more control and flexibility to stand out in the competitive iGaming industry.
