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HomeGamblingCasino GuidesWhat are White Label Betting Sites and How do They Work?

What are White Label Betting Sites and How do They Work?

Photo by John Schnobrich on Unsplash

There are many elements that combine to create an online betting experience. Odds must be compiled and payment methods integrated into the website so punters can place a bet but what about the website itself? You may have noticed some online bookmakers look similar and that is no coincidence. It is not always a case of one bookmaker copying the design of another, they are both using the same design and it is known as a white label betting site.

If you scroll through some of the newly licensed UK betting sites, you are sure to find some that look similar and that is because they are using white label software. The question is, what are white label betting sites and how do they work?

A white label betting site is a sportsbook or a casino that has been created by a company and sold to a different company. The company purchasing the white label betting site can then add their own logo and branding to the website, including various colour schemes.

The process is similar to that of many other businesses around the world, such as fast-food chains or coffee shops. Your local fast food chain is likely to be a franchise and this works on a similar basis to a white label betting site.

So, if you have ever considered setting up your own online bookmaker or casino but do not have the skills or time to create the website yourself, a white label betting site is the answer. However, you can choose the level of input you have in the creation and running of the website.

For example, you could opt for the full solution package and this means the white label company will take care of pretty much everything in relation to the betting website. That includes providing the odds, games, customer service, promotions, and payment methods.

One of the great things about using a full package white label betting site is that you do not have to apply for your own license. However, it is worth keeping in mind that if you go for the fully automated approach to an online betting website, you will have little control over the website and will have to pay higher fees than if you opted for something with fewer solutions.

At the opposite end of the scale, it is possible to use a white label company simply to provide an odds feed or for a specific range of casino games. OpenBet is a good example of a company who provide services for some of the biggest bookmakers in the world, including William Hill, Ladbrokes, and Betfair. It is interesting to know that even some of the most popular online bookmakers use the services of a white label provider.

However, it is worth noting that to obtain a complete white label betting site, you are looking in the region of £1 million. How much the price varies depends on exactly what you would like to include on your betting website but using a white label company makes things a lot easier than going it alone.

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