What a white label casino is
A white label casino is your brand running on another company's platform. The provider usually supplies the technology, the payment setup and the game content, and often operates under its own licence. You focus on the brand, marketing and players.
It is the quickest way to open a casino, but you share revenue with the provider and depend on its decisions about markets, payments and games.
What a turnkey casino is
A turnkey casino is a ready-made platform set up for your business. The provider installs and configures it, but you hold your own licence and sign your own contracts with payment providers and game suppliers.
It takes longer and costs more to start than a white label, but you own the business relationships and have far more control over how the casino works.
Side by side
| White label casino | Turnkey casino | |
|---|---|---|
| Licence | Often the provider's | Your own |
| Control | Limited to brand and marketing | Platform settings, payments, content |
| Launch speed | Fastest | Slower: licence and contracts first |
| Payments | Provider's setup | Your own payment providers |
| Game content | Provider's catalog | Your choice of aggregator and studios |
| Typical cost model | Revenue share | Setup and platform fees plus your own licence costs |
The exact terms differ between providers, so treat the table as a starting point for questions, not as a rule.
When a white label makes sense
- You want to test a market or a brand idea quickly.
- You have strong marketing or an audience, but no licence yet.
- You prefer to share revenue rather than invest heavily up front.
When a turnkey casino makes sense
- You plan to run the casino for the long term and want to own the licence.
- You need control over payments, bonuses and the game lobby.
- You want to choose your own content partners in each market.
What happens to game content in each model
With a white label, games usually come from the provider's catalog. If a studio your players want is missing, ask the provider whether it can be added, or whether you may connect your own aggregator.
With a turnkey casino, you choose the content yourself. Most operators connect one game aggregator for the main catalog and add direct deals with individual studios later.
Moving from white label to turnkey
Many operators start with a white label and move to their own licence and platform once the brand proves itself. If that is your plan, ask early what happens to player data, balances and the domain when you leave, and how long the move takes.
Where APICasino fits
APICasino is a casino API and game aggregator. Turnkey operators and platform providers connect it once to get 230+ providers, and white label providers can use it to fill the catalog they offer to their brands.