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A white label casino is an online casino that outsources part or all of its operations except for the brand marketing aspect. All the technology that makes the casino function is via a third-party solution. There are many casino sites, especially in the UK, that use such platforms.
This may become more common in the U.S. too, but not in the same volume as in the UK and other markets as they currently don’t limit the number of online casinos like in the States.
But, is it better, worse or the same to play at a white label casino over a casino that uses its own tech stack. We’re going to look at some of the arguments that are considered.
Payments options & limits
The payment methods that are available to use are an important part of a player’s journey and fortunately, white-label casinos have multiple options on offer. This does depend on the casino you’re playing at as there are many different white label providers. White Hat Gaming, for example, is one of the main ones and they offer many methods that can be used for deposits and withdrawals. This is the same when compared to other providers such as Jumpman Gaming, Dragonfish, Aspire Global and that’s just us mentioning a few.
For sure you’ll be able to use PayPal, other eWallets, Paysafecard, debit cards, and bank transfers for withdrawals. These are the most common and any others after this are a nice extra.
Sometimes the minimum deposits and withdrawals will differ, but sometimes this is down to the brand owner other times it’s down to the white label platform. Dragonfish, as an example, allows the brand owners to set £5 withdrawal and deposit limits as it focuses on bingo which attracts mainly low-stakes players.
Customer support can be a bit hit or miss at white label casinos when you compare it to in-house casino sites as they make sure that they excel at offering top customer service. Some white-label platforms only offer email support, or email and a toll-free phone line, whereas live chat is the number one contact method at a casino that uses its proprietary technology. It is the fastest and most efficient way for a player to raise an issue so it makes sense for them to build it in-house or even use a chat provider for this one area of the business like Zendesk or Intercom.
Of course, there are white-label casinos that have live chat customer support as well. You only have to see the many Aspire Global or White Hat Gaming casinos to see that they offer this. Plus, the latter even has 24/7 support which makes it easy for customers to get in touch whenever and wherever as it’s mobile-friendly too.
Games on offer
Slot and casino games are one area that doesn’t change that much between white-label casinos and their independent counterparts. As most games come from large software providers like Microgaming and NetEnt to name a couple, once a deal is struck the games are on offer. In fact, some white label casinos have thousands of games whereas smaller casinos decide to only offer a few hundred to make it simpler for themselves.
What you won’t find at a white label casino though is exclusive games to that specific brand as they don’t reach deals for exclusivity. At bet365 for example a lot of their slots are built in-house as they want to offer something different. Also, larger brands have dedicated live dealer tables and not just the standard blackjack and roulette offerings. This was clear with Evolution Gaming partnering with LeoVegas to bring its exclusive tables to its Chambre Séparée area.
Another area that we think is important to mention is the mobile offering of white-label casinos. If you want to download an app to play your favorite casino games then you should look beyond white label casinos. Whilst a few do have casino apps, the large majority do not.
If the brand wants an app then they’ll need to hire an Android developer for that system and an iOS developer for all Apple devices. This is an extra cost when the mobile websites are fully optimized anyway so it’s not necessary. Still, some players like to have an app as the sign-in process is faster and apps generally work more smoothly. Keep this in mind when deciding what casino to play at next.
As with everything, there are pros and cons to both sides of the coin and this is the same for white label casinos. We’ve covered a range of topics that you can consider when picking a new online casino. Whilst payments and customer support are pretty much equally matched depending on the white label platform, if you’re after exclusive games then you won’t find these. Also, casino apps are best at an independent site so keep that in mind if you like to have one downloaded on your phone or tablet.