The entertainment industry has changed greatly in recent years, and one of the most exciting developments is the growth of iGaming. iGaming includes online gambling, sports betting, and digital games that are played through websites and mobile apps.
White Label vs Turnkey: Which iGaming Platform to Go For?
Table of Contents
- Introduction
- What is White Label iGaming Platform
- What is a Turnkey iGaming Platform
- Head-to-Head Comparison: Key Differentiators
- Which iGaming Platform Should You Choose?
- Common Mistakes When Choosing an iGaming Platform
- The State of iGaming: Why Platform Choice is Critical
- Decision Matrix: How to Hire the Providers
- Top 5 B2B iGaming Platform Companies
- Final Recommendation: White Label or Turnkey?
- FAQs
Introduction
The entertainment industry has changed greatly in recent years, and one of the most exciting developments is the growth of iGaming. iGaming includes online gambling, sports betting, and digital games that are played through websites and mobile apps. Its ability to connect, compete, and play a variety of games at any time and from any location accounts for its widespread appeal. In the meantime, B2B models in iGaming have fueled industry expansion by allowing operators to collaborate with digital companies, broaden their customer base, and provide flawless gaming experiences. In this article, we will explain White Label vs Turnkey: which iGaming platform to go for, helping you understand the differences and choose the best option for your business goals.
The global white-label casino solutions market is set to grow rapidly, driven by rising online gambling demand and increased adoption by casino operators. The market size of custom iGaming solutions was estimated at USD 58.2 billion in 2021 and is anticipated to reach around USD 145.6 billion by 2030, growing at a CAGR of roughly 12% between 2022 and 2030
What is iGaming?
iGaming means playing games and gambling online using the internet. It includes online casinos, sports betting, and digital card games like poker. Unlike traditional casinos, people can play anytime and anywhere with an internet connection. iGaming is popular because modern technology makes games fast, safe, and easy to access.
The Growing Popularity of iGaming Platforms
Over the past decade, iGaming platforms have seen an explosive rise in popularity, particularly as mobile gaming has become more prevalent. As people increasingly rely on their smartphones and computers for entertainment, many are drawn to the ease and convenience of playing games and placing bets online. The ability to engage with games in a wide variety of genres—from casino games to fantasy sports—has contributed to the growing appeal. Additionally, the COVID-19 pandemic boosted iGaming as people turned to online entertainment during lockdowns. As the industry grows, iGaming platforms are expected to become more innovative and reach a wider global audience.
What is a White Label iGaming Platform?
A white label iGaming software platform is a ready-made, fully developed gaming solution that allows operators to launch an online casino or sportsbook under their own brand, without building the platform from scratch. The technology, infrastructure, licenses (in many cases), game integrations, and backend systems are owned and managed by the platform provider, while the operator focuses on branding, marketing, and customer acquisition.
In simple terms, you are “renting” a complete iGaming ecosystem that is already tested, compliant, and operational. Startups, affiliates, and companies seeking a quick and low-risk entry into the iGaming market are particularly fond of this strategy.
Key Features of a White Label iGaming Platform:
- Pre-built Software Infrastructure: The platform is fully developed and tested, requiring minimal technical setup.
- Brand Customization: Operators can apply their own brand name, logo, color scheme, and basic UI elements.
- Integrated Game Portfolio: access to well-known game providers’ live casino, slots, sportsbook, and/or casino games.
- Licensing & Compliance Support: Often operates under the provider’s existing gaming license, including built-in KYC, AML, and responsible gaming tools.
- Payment Gateway Integration: Ready-to-use payment methods, including cards, e-wallets, and sometimes crypto.
- Backend Management System: Admin dashboards for player management, reporting, bonuses, and promotions.
- Ongoing Technical Support: Hosting, updates, security, and maintenance handled by the provider.
Rapid Time to Market:
Platforms can be live in a matter of weeks, not months.
Lower Upfront Costs:
No need for in-house development or large technical teams.
Reduced Technical Complexity:
The provider manages infrastructure, software updates, and security.
Regulatory Ease:
Operating under an existing license simplifies legal compliance.
Focus on Marketing & Growth:
Operators can give player retention, acquisition, and branding top priority.
Lower Business Risk:
Proven technology reduces the chance of technical failures.
Limited Customization:
Core platform features and functionality cannot be deeply modified.
Less Control:
Operators rely heavily on the provider for updates, game additions, and technical decisions.
Revenue Sharing Model:
Profit margins may be lower due to ongoing fees or revenue splits.
Brand Differentiation Challenges:
Multiple operators may use the same underlying platform.
Scalability Limitations:
Expansion into new markets or adding custom features may be restricted.
Vendor Dependency:
Switching providers later can be complex and costly.
In summary, operators seeking a low-risk, quick, and inexpensive launch should consider a White Label iGaming platform. Businesses that require complete control, extensive customisation, or long-term independence, however, might find it unsuitable.
What is a Turnkey iGaming Platform?
A turnkey iGaming software platform is a comprehensive, end-to-end gaming solution that provides all the essential components needed to launch and operate an online casino or sportsbook, while offering significantly more flexibility and control than a White Label solution. Although the core system is pre-built, it can be extensively customized to match the operator’s business model, branding, and technical requirements.
With a turnkey platform, the operator typically owns the license (or applies for one independently), controls the platform setup, and has greater authority over integrations, data, and future development. This model is ideal for businesses that want to build a distinct iGaming brand with long-term scalability and operational independence.
Key Features of a Turnkey iGaming Platform:
- Modular Platform Architecture: Core components such as casino, sportsbook, CRM, and risk management can be customized or expanded.
- Advanced Branding & UI Customization: Full control over frontend design, user experience, and feature placement.
- Multi-Provider Game Integration: Freedom to integrate multiple game studios, live casino providers, and betting feeds.
- Ownership of Player Data: Full access and control over user data, analytics, and reporting.
- Licensing Flexibility: Operators can enter several regulated markets and run their businesses under their own gaming license.
- Custom Payment Integrations: Ability to integrate preferred payment methods and regional processors.
- Scalable Infrastructure: Designed to handle growth in traffic, geographies, and product offerings.
- API Access & Third-Party Integrations: Enables interaction with third-party systems, such as CRM, BI, and marketing platforms.
High Level of Customization:
Tailor features, workflows, and user experience to your exact needs.
Greater Operational Control:
Full authority over platform decisions, updates, and integrations.
Stronger Brand Differentiation:
Unique design and functionality help stand out in competitive markets.
Better Long-Term Profitability:
No mandatory revenue sharing once setup and licensing are complete.
Scalability & Market Expansion:
Easier entry into new regions, verticals, and regulatory environments.
Technology Independence:
Reduced reliance on a single provider compared to White Label models.
Advantages
&
Disadvantages
Higher Initial Investment:
Setup, licensing, and customisation costs are significantly higher.
Longer Time to Launch:
Custom development and testing extend the go-live timeline.
Operational Complexity:
Requires experienced teams or third-party specialists for management.
Licensing Responsibility:
Operators must handle regulatory compliance, audits, and renewals.
Maintenance & Upgrades:
As new technology develops, support (or resource) may usually be provided by a maintenance contract.
Higher Risk for New Entrants:
Less suitable for startups with limited budgets or industry experience.
In summary, a Turnkey iGaming platform is best suited for operators with a clear long-term vision, sufficient capital, and the ambition to build a scalable, independent, and fully customized iGaming business.
Head-to-Head Comparison: Key Differentiators
Here is a clear and professional comparison table highlighting the key differences between White Label and Turnkey iGaming platforms based on your specified criteria:
| CRITERIA | WHITE LABEL iGAMING PLATFORM | TURNKEY iGAMING PLATFORM |
|---|---|---|
| Customization & Branding | No customisation. Branding is usually restricted to logos, colours, and basic UI elements. Core features and workflows remain the same across operators. | Limited customization. Full control over UI/UX, features, game layout, and platform workflows, allowing strong brand differentiation. |
| Ownership & Control | Platform, infrastructure, and often the gaming license are owned by the provider. The operator has limited control over data, features, and updates. | The operator owns the platform setup, player data, and often the gaming license. Full control over integrations, updates, and strategic decisions. |
| Costs & Fees | Lower upfront costs, but includes ongoing monthly fees and/or revenue sharing with the provider. Long-term costs can add up. | Higher initial investment for setup, licensing, and customization, but fewer recurring fees and better long-term cost efficiency. |
| Maintenance & Support | Provider handles hosting, updates, security, compliance, and technical support. Minimal operational effort is required from the operator. | Maintenance can be handled in-house or via support contracts. Offers flexibility but requires more technical involvement. |
| Time to Launch | Very fast deployment. Platforms can typically go live within a few weeks. | Longer launch timeline due to customization, integrations, and testing—often several months. |
Summary:
White Label platforms are ideal for quick market entry with minimal risk, while Turnkey platforms are better suited for operators seeking full control, scalability, and long-term growth.
Which iGaming Platform Should You Choose?
Choosing between a White Label and a Turnkey iGaming platform depends on your business goals, financial capacity, and long-term vision. There is no one-size-fits-all solution—the right choice is determined by how well the platform aligns with your operational needs and growth strategy.
Factors to Consider: Budget, Time, and Resources
Common Mistakes When Choosing an iGaming Platform
-
Not Defining Clear Business Goals:
- Launching without a clear vision for growth or market positioning.
- Choosing a platform that doesn’t align with long-term scalability.
- Failing to prioritize key features needed for your audience.
-
Ignoring Long-Term Costs & Maintenance Needs:
- Overlooking ongoing revenue-sharing or subscription fees.
- Underestimating costs for future upgrades or customizations.
- Not considering infrastructure or support costs over time.
-
Overlooking Customer Support and After-Sales Services:
- assuming there won’t be many or any technical problems.
- failing to verify the quality of help or response times from providers.
- disregarding the necessity of round-the-clock assistance in busy markets.
-
Focusing Too Much on Short-Term Profit:
- Prioritizing low setup costs over long-term ROI.
- Choosing a solution that limits growth or branding opportunities.
- Sacrificing quality or player experience for quick gains.
-
Not Prioritizing Legal Compliance & Security:
- Failing to ensure KYC, AML, and responsible gaming tools are integrated.
- Overlooking platform security and data protection measures.
- Ignoring the licensing requirements of target markets.
-
Choosing Without Researching Providers:
- Not evaluating provider reputation, track record, or client feedback.
- Ignoring contract terms, SLAs, and hidden fees.
- Failing to assess technical capabilities or scalability options.
The State of iGaming: Why Platform Choice Is Critical
Your platform directly impacts all of these factors:
- Time to Market: In a fast-growing industry, launching quickly helps businesses stay ahead of competitors and gain market share.
- Regulatory Compliance: Licensing, KYC, AML, and responsible gaming tools must be built into the platform to avoid legal and financial risks.
- Customization & Branding: Standing out in a saturated market requires unique branding, localized content, and flexible features.
- Operational Control: The level of control you have over payments, game providers, data, and user management depends on the platform model you choose.
- Scalability: Your platform must seamlessly handle more traffic, numerous currencies, and new integrations as your player base expands or you enter new markets.
Want to know more about iGaming Platform ?
Decision Matrix: How to Hire the Providers
When assessing potential providers, consider these factors:
- Experience and Reputation: Look for providers with a proven track record in iGaming and positive client testimonials.
- Platform Features: Ensure the provider offers the functionality you need, including gaming content, payment options, CRM, and reporting tools.
- Compliance & Licensing Support: Check to see if the provider complies with KYC/AML, legal compliance, and regulatory standards in the markets you are targeting.
- Scalability & Flexibility: Check if the platform can grow with your business and accommodate future expansions or new markets.
- Technical Reliability: Evaluate uptime, server infrastructure, and performance capabilities to ensure a seamless player experience.
Top 5 B2B iGaming Platform Companies
Selecting the best B2B platform provider can make or break your online casino or sportsbook in the cutthroat iGaming business. Here are the advantages and disadvantages of five leading providers.
1. Tecpinion
Strengths:
- Flexible White Label and Turnkey solutions
- Fast launch or full customization options
- Supports scalable, branded iGaming operations
2. Playtech
Strengths:
- All-in-one solution covering casino, poker, bingo, and sportsbook.
- Advanced back-office tools and reporting systems. Strong presence in regulated markets worldwide.
3. NetEnt
Strengths:
- Award-winning game design and mobile-friendly solutions.
- Strong focus on player engagement and gamification.
- Easy integration with existing systems for White Label partners.
4. Evolution Gaming
Strengths:
- Market leader in live casino technology.
- High-quality streaming and immersive player experience.
- Strong regulatory compliance in multiple jurisdictions.
5. BetConstruct
Strengths:
- Highly customizable and scalable platform.
- Offers multiple verticals: sportsbook, casino, poker, virtual sports, and skill games.
- Good support for regulated markets worldwide.
Final Recommendation: White Label or Turnkey?
White Label platforms are perfect for startups or new operators who want to enter the market quickly with minimal risk and lower upfront costs. They are easy to launch and let you focus on branding and marketing, but you have less control over the platform.
Turnkey platforms are better for operators aiming for long-term growth and independence. They give you full control over the design, features, and user experience, and allow you to expand into new markets. Although they cost more and take longer to set up, they provide more control, ownership, and flexibility.
In short, White Label is ideal for a quick and simple start, while Turnkey is better for businesses seeking long-term growth and full control.
FAQs
- What is a White Label iGaming Platform?
A White Label iGaming platform is a pre-built solution that you can rebrand and launch under your own business name. The platform provider handles the technical and regulatory aspects, allowing you to focus on marketing and customer acquisition.
- What is a Turnkey iGaming Platform?
A Turnkey platform is a fully integrated solution that provides everything you need to run an iGaming business. It offers more customization than White Label, allowing you to tailor the platform to your specific needs.
- Which Platform is Faster to Launch?
A White Label platform is quicker to launch because it’s already built and just needs rebranding. A Turnkey platform takes longer to set up due to customization and more complex integration.
- Which One Offers More Customization?
Turnkey platforms offer much more customization, allowing you to modify features, design, and functionality. White Label platforms have limited customization options since they’re pre-built solutions.
- Which is More Cost-Effective?
White Label platforms are generally more affordable upfront because you’re paying for a ready-made solution. Turnkey platforms tend to be more expensive due to their customization options and full integration.
- Which Platform Offers More Control?
A Turnkey platform gives you full control over the platform’s design, features, and backend. White Label platforms provide less control, as most of the development and infrastructure is handled by the provider.
- Which is Better for Scalability?
Both platforms can scale, but Turnkey solutions offer more flexibility for long-term growth, as you can add custom features as needed. White Label platforms may have limitations in scaling due to their standardized nature.
- Which Platform is Easier to Manage?
Because the supplier handles the majority of the technical and regulatory work, a White Label platform is simpler to administer. Turnkey systems necessitate greater participation in terms of legal compliance, maintenance, and development.
- Which One is Best for Long-Term Growth?
If you're aiming for long-term growth and want full control over your platform’s features and design, a Turnkey platform is the better choice. A White Label platform is ideal for quick market entry but may limit your ability to adapt and grow.
