LuckyStreak is a leading B2B provider of Live casino games and live casino gaming solutions for both web and mobile. LuckyStreak’s mission is to launch the Live casino online world to exciting new heights by merging innovation, style and gamification into an unforgettable, unique and thrilling gaming experience.

Why Casino White Label Solutions Are the Future Of iGaming

Quick Summary

Want to launch a professional online casino quickly? Then a white label is the way for you

White label casino solutions provide services right across the board, meaning the you only need to consider your brand. So what services do they offer, what is the process of finding a white label partner, and what are the benefits and challenges? Read on for the answers.

11 mins. reading time

iGaming technology provider LuckyStreak operates in an advanced, rapidly growing and competitive market in which entertainment, innovation, user experience and security drive success.

It is far from a saturated market; the opposite in fact, which readily presents opportunities for expansion and new entrants. There are multiple means of market entry, and white label solutions are one of the most successful.

The concept of white-labeling is not new, but its application in the casino industry has revolutionized the way businesses approach online gambling. From its humble beginnings, where businesses had to build everything from scratch, white label solutions have emerged as a beacon of efficiency and customization.

Over the years, as technology advanced and market demands shifted, white label casino providers evolved to offer comprehensive, ready-to-launch platforms tailored to specific business needs.

The term “white label” originates from the music industry, where promotional records were sent to radio stations with a plain white label to prevent bias.

In a business context, “white label” refers to products or services produced by one company and rebranded by another to make it appear like they had created it. 

Pre-made Online Casino Platforms

A casino-specific white label solution is a pre-made online casino platform that businesses can utilise, brand as their own, and launch. Instead of developing a platform from the ground up, which can be time-consuming and costly, businesses can leverage white label solutions to enter the market quickly.

Online mobile casino gaming software

These platforms come equipped with essential features such as a gambling licence, website wireframe and CMS, games library and management tools, payment providers, player account management system, reporting, customer services support and more. Essentially, they provide an off-the-shelf solution, allowing businesses to be up-and-running quickly and to focus on branding, marketing, and customer engagement.

Not only is time-to-market much quicker, it comes with the learnings and expertise already built-in, expert day-to-day management and costs much less than investing in your own build from scratch.

How Do White Label Casino Solutions Work?

White label casino solutions operate according to a simple premise: provide businesses wishing to enter the iGaming market with a fully working licensed platform solution that they can brand and personalize and launch quickly.

There are a number of different types of services providers for companies looking to enter the iGaming market but do not want to build their brand from scratch. These include game providers, platform providers, payments gateways, licensing providers and affiliate acquisition programmes.

  • Casino Software Providers: These companies, such as LuckyConnect’s content aggregation API, offer a complete package of casino games, including slots, table games, and live dealer games. Examples include LuckyStreak, Pragmatic Play, Yggdrasil, Playson and RubyPlay.
  • Platform Providers: These providers offer the entire infrastructure for running an online casino, including the backoffice reporting and player management systems, payment processing, and content management systems. SoftSwiss and EveryMatrix are examples.
  • Payment Gateway Providers: Specialized in payment processing, these providers ensure secure and seamless transactions. They integrate with various payment methods and handle financial transactions, so that end users have payment methods that ensure them; this can vary by country. Examples include Worldpay and PaySafe.
  • Licensing Providers: Obtaining a gambling license is a crucial step. Some companies specialize in assisting with licensing and regulatory compliance, local representation and taxation.
  • Marketing and Affiliate Programs: White label providers often offer marketing tools and affiliate programs to help promote the online casino. These services can include SEO, content marketing, digital advertising and acquisition and affiliate management.
  • Customer Support Solutions: Outsourcing customer support is common in the online casino industry. Providers like LiveChat or ZenDesk offer tools for efficient customer service.
  • Design and Branding Services: Creating a unique and appealing brand is essential. Some white label providers offer design and branding services to help casinos establish a distinctive identity.


When choosing a white label casino provider, it’s important to consider the specific needs of your business, and also the geographical market and the customers you want to serve; such as the type of games you want to offer, customer offers and incentives, and regulatory requirements in your target market.

iGaming software development team 

How Do I Choose a White Label Service Provider?

Choosing a white label service provider is a crucial decision that can significantly impact the success of your online casino venture. Remember, your online casino represents your brand, and the operation of it will influence how it – and you – are perceived. Key factors include games selection, licensing, reputation and costs:

  1. Breadth of Services: Does the service provider offer the full breadth of services that your specifically require? Are you looking for a complete service or perhaps you want to cherry-pick the ones you need?
  2. Game Selection: Assess the variety and quality of games offered by the provider. Make sure they have a diverse range of popular and engaging casino games, including slots, table games, and live dealer streaming solutions, and that they are popular in the regions you want to target.
  3. Licensing and Regulation: Check whether they are licensed in the regions that you want to operate, and consider the opportunities for success.
  4. Multi-Region Capability: Does the provider support multi-region, multi-lingual and multi-currency operations?
  5. Platform Features: Evaluate the features and capabilities of the white label platform. Look for user-friendly interfaces, customizable casino options, and scalability to accommodate the growth of your casino.
  6. Branding: To what extent will the website and customer communications channels reflect your brand styles, positioning and tone of voice? How flexible and adaptable is this?
  7. Payment Options: Consider the payment processing capabilities of the provider. Ensure that they support a wide range of payment methods, including credit cards, e-wallets, and cryptocurrencies, to cater to diverse player preferences.
  8. Support and Maintenance: Reliable customer support is essential. Choose a provider that offers responsive customer service and technical support to address any issues promptly. Additionally, inquire about maintenance and updates, and service level agreement (SLAs) to ensure the smooth operation of your casino.
  9. Costs and Fees: Understand the pricing structure and fees associated with the venture. Consider initial setup costs, monthly fees, and revenue-sharing models. Compare these with the services and features offered to determine the overall value.
  10. Mobile Compatibility: With the increasing prevalence of mobile gaming, ensure that the white label solution is compatible with various devices, including smartphones and tablets. A responsive and mobile-friendly platform is crucial for attracting a broader audience.
  11. Security Measures: Security is paramount in the online casino industry. Ensure that the provider employs robust security measures, including encryption protocols, to safeguard player data and transactions.
  12. Marketing and Promotion Tools: Evaluate your casino’s marketing tools and promotional features provided by the service provider. Effective marketing is crucial for attracting and retaining players, so having tools for promotions, loyalty programs, and affiliate marketing can be beneficial.
  13. CRM and Segmentation: Are the skills and tools for effective customer lifetime management and segmented retention strategies evident?
  14. Customer Service and Support: What customer contact channels do they offer, what are the opening hours, and how do they perform on query resolution and customer satisfaction measures?
  15. Responsible Gambling: Does the white label provider have the necessary RG tools in place to meet the license requirements, and your own expectations?
  16. KYC and Fraud: Are KYC and player management functions sufficiently in place? Likewise are systems that monitor ad manage fraud and bonus abuse?
  17. Reporting: Are performance and financial reports available to the level of detail and in the format you require, and when your require?
  18. Reputation and Reviews: Research the reputation of the white label provider by reading reviews and testimonials from other clients. A provider with a positive track record is more likely to deliver a reliable and successful solution.
  19. Scale: Can be a benefit in terms of player volumes and liquidity in community games like bingo and poker, and also jackpot sizes and contributions. However consider scale of your business relative to your partner, and how many other partner businesses they have, as this may have an impact on your influence in the operation of the partnership.
  20. Ongoing Support and Management: Does the white label solution commit to a collaborative partnership, with good communication, regular updates and reporting, and to consider your requirements and desires going forward.


By carefully considering these factors and conducting thorough research, you can make an informed decision when choosing a white label casino provider that aligns with your business goals and requirements. We recommend putting out a detailed tender to multiple solutions providers and conducting a review of their submissions to find the best fit and right chemistry for you.

What is the Process of Launching a White Label Casino in 2024?

When you’re planning to launch your own casino band with a white label casino provider, there’s a logical process to ensure you have the best chance of success. This includes establishing your goals and requirements, research and selection, customisation and integration, and finally launch, market and support your new business.

Here’s a step-by-step guide to the process:
  1. Goals: What do you want, or need, to achieve with this new business? Are you goals purely financial, about diversification of your business, leveraging assets and expertise, extending your brand, launching new products, entering new markets? What capabilities and assets do you already have and need, and what is your appetite for risk?
  2. Requirements: Define the services, support , skills and deliverables that you require from a white label casino partner.
  3. Research and Selection: Firstly identify the white label service suppliers in the markets you are targeting, then appraise their ability to deliver your requirements. You might then form a shortlist, which you can evaluate in more detail, perhaps through an RFP (request for proposal) tender process, scoring them on a variety of factors. A score-based evaluation of services, the agreeable commercial terms, how they fit with your expectations and values, and perhaps chemistry, will help you select your provider.
  4. Customisation and Integration: Work with the white label provider to customize your casino interface with your branding. Agree the messaging and communication styles. Integrate your selected game content, payment methods, customer registration and database systems.
  5. Testing and launch: Conduct thorough testing to ensure the website, user experience and security meets your requirements, and fix any bugs prior to launch
  6. Launch and Marketing: Go live with your new iGaming brand, and implement marketing strategies. Monitor financial and player activity and technical performance, and respond accordingly. Launch updates to games, website and user experience regularly.


Launching a white label casino requires careful planning, attention to detail, and ongoing commitment to providing a secure and enjoyable gaming experience for players. Regularly assess and adjust your strategies based on market trends and player feedback to ensure the long-term success of your online casino.

Online casino igaming software management  

The Benefits of Opting for White Label Solutions

When choosing a white label service provider, you are tapping into the investment, expertise and hard work that has already been done, to fast-forward your iGaming offering. Expert partners can help you get a strong proposition to market quickly, cost-effectively and with high levels of confidence:

  • Quick Market Entry: White label solutions offer businesses the advantage of speed and experience. Instead of navigating the complexities of licensing and building a platform from scratch, brands can swiftly launch their online casinos, capitalizing on market trends and gaining a competitive edge.
  • Cost-Effectiveness: White label platforms, while requiring an initial investment, are often more economical in the long run. The hidden costs associated with updates, maintenance, and troubleshooting are significantly curtailed, ensuring a better return on investment.
  • Readiness: White label providers have games libraries, marketing capabilities and payment systems in place to welcome customers with a fantastic experience from day one
  • Customization and Branding: A common misconception is that white label solutions are generic. However, platforms like LuckyStreak offer extensive customization options. This flexibility ensures that businesses can infuse their unique brand into the platform, creating a distinct identity in the market.
  • Comprehensive Gaming Experience: One of the standout features of white label solutions is their vast array of games and features. With platforms like LuckyStreak’s LuckyConnect, businesses have access to a diverse range of over 2500 live games and slots, all integrated seamlessly.
  • Reliability and Trust: Established white label providers come with a proven track record. Their experience in the field translates to reliable platforms, ensuring a glitch-free gaming experience for users.
  • Support on Tap: Tap into the experience of the Account Management and Technical teams to make sure your new business performs from the get-go and that you are fully appraised of performance.


The Challenges of Launching a White Label Casino

Every innovation comes with its set of challenges, and white label solutions are no exception. So it’s crucial to find the solution that fits your requirements, capabilities and budget, and a partner can fulfil this and shares your ambitions. Beware of their capacity to deliver what you want, be mindful of cost and be ready to share control over your new business:

  • Limited Flexibility: White label solutions can get you to market quickly, cost-effectively, with an optimized solution. However these benefits are counter-balanced by limitation in flexibility about how you present your brand, the user experience, and communications
  • Loss of control: When you partner with a white label solutions partner for your online casino, you have less control over certain operational aspects and profits are shared.
  • Cost: Naturally these expert services come at a cost, and a sharing of revenues and profits, and your financial projections should consider these.
  • Market Differentiation: With the growing popularity of white label solutions, there’s a risk of market saturation. Businesses must invest in unique branding, features, and user experiences to stand out from the crowd.
  • Regulatory Hurdles: The online gambling industry operates within a complex regulatory framework. Ensuring compliance is paramount. Collaborating with seasoned white label providers can help businesses easily navigate these intricacies.
  • Financial Risk: Online gaming is a very competitive space. It requires investment in brand awareness, acquisition and retention, and there is no guarantee of success, and positive ROI can be difficult to generate and can be a long-term play. How do you know an existing brand will translate to iGaming? And will your activities in iGaming impact the perception of your original brand?


Luckystreak igaming platform studio

White Label Solutions vs. Custom Casino Development

The choice between white label solutions and custom development is pivotal. With their ready-made infrastructure, white label platforms offer businesses a rapid gateway to the market, equipped with integrated features and streamlined functionalities. However, this speed and convenience might come with certain limitations in flexibility and unique branding.

Conversely, custom development provides an avenue for businesses to craft a platform that mirrors their exact vision, ensuring a distinct brand identity. While this strategy provides granular control and originality, it necessitates a substantial time and financial investment, as well as the additional duty of platform maintenance and upgrades.

In weighing the two options, businesses are essentially balancing the immediacy and ease of white label solutions against the comprehensive customization and distinctiveness of custom development. The decision hinges on a business’s specific priorities, resources, and long-term aspirations, requiring a strategic evaluation of both approaches’ merits and challenges.

Security Measures in White Label Casinos

Security stands as a paramount concern for both businesses and players. Understanding the criticality of this aspect, white label casinos have invested heavily in implementing robust security measures to safeguard user data and financial transactions. At the forefront of these measures is advanced encryption technology. By encrypting data, white label platforms ensure that sensitive information, personal details, or transaction records remain inaccessible to unauthorized entities.

Another pivotal security measure is the integration of secure payment gateways. By partnering with reputable payment providers, white label casinos ensure that financial transactions, whether deposits or withdrawals are processed securely and efficiently.

Regular Audits of Casino Security

Regular audits for security and penetration tests are also essential components of white label casino security. These assessments, conducted by third-party experts, scrutinize the platform’s defenses, identifying and rectifying potential vulnerabilities before they can be exploited.

Additionally, white label platforms most often have dedicated security teams monitoring real-time activities, ensuring swift responses to any suspicious actions.

What are the Alternative Options to White Label Solutions?

White label solutions offer a full-service quick to market solution. But it may not be right for your business, and other options exist.

  • Turnkey iGaming Solution: In simple terms this is a white label solution for businesses that already have gambling licenses. They can still take all the benefits on offer to non-licensed businesses, whilst managing this element themselves.
  • API: Standing for Application programming Interface, a more advanced and licensed gambling business that can manage most functions of a white label service provider itself, may still take certain services that enhance it’s offering like additional games – like that offered by LuckyStreak’s iGaming content aggregation API LuckyConnect – KYC and/ or payment services.
The Future of iGaming with White Label Solutions 

The iGaming industry, has experienced significant growth, largely propelled by white label solutions. As we peer into the future of this dynamic sector, it’s evident that the fusion of cutting-edge technologies, like in the case of AI and Machine Learning, with white label platforms, will play a pivotal role in shaping the industry’s trajectory.

Players today, more than ever, crave personalized gaming experiences. They seek platforms that resonate with their individual preferences, from game choices to interface designs. White label solutions  are primed to deliver on this front. Their inherent flexibility allows for high customization, ensuring each player’s experience is uniquely tailored.

Beyond personalization, augmented and virtual reality integration is set to redefine the online casino experience. With their adaptable nature, these technologies promise immersive gaming environments and white label platforms are at the forefront of this revolution.

A Synergy Made In Player Heaven

The synergy between iGaming casino white label solutions and advanced technologies will be central to its growth and innovation. The burgeoning popularity of white label casino solutions clearly indicates their potential. Their myriad benefits, combined with the ever-expanding realm of online gambling, position them as the future of the industry. 

As businesses continue to recognize and harness their potential, white label solutions are set to redefine the contours of online gambling.

The journey and success of such service providers offer valuable insights. Their commitment to quality, innovation, and user experience provides a blueprint for the potential and versatility of white label casino solutions in the dynamic online gambling world.

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