White-Label vs Turnkey iGaming Solutions

When launching a new online casino or sportsbook, operators must choose between a ready-made white-label solution and a more customizable Turnkey iGaming Solution. This pivotal decision affects how quickly you can go live, what resources you’ll need, and how much control you retain over your casino. In this article, we break down the white-label vs turnkey business models, compare their pros and cons, and help you determine the best approach for building the best igaming brand for your startup or established operation. Both options have distinct advantages, so understanding their differences is key to making an informed choice.

What is a White-Label iGaming Solution?

A white-label is essentially a pre-packaged online casino platform provided by a third-party supplier and branded as your own. The platform provider handles the heavy lifting - game software, payment processing, user accounts, and even licensing - while the operator (you) focuses mainly on marketing and attracting players. In a white-label setup, you operate under the provider’s gambling license, which spares you the lengthy process of obtaining your own license and dealing with complex regulatory compliance. This means a much faster time-to-market; a new casino can often launch in a matter of weeks rather than months.

Because the white-label solution comes ready-made, upfront costs are relatively low - you pay a setup fee and then typically share a portion of revenue with the provider, rather than investing heavily in custom development. The trade-off is that you have limited flexibility. Customization is usually restricted to surface-level branding (like your logo, colors, and site theme) and the core software can’t be heavily altered to your preferences. The provider retains ownership of the platform and handles all technical maintenance and updates. Essentially, a white-label casino platform lets you start an online gambling site quickly and cost-effectively, but with less control over features and reliance on the provider’s infrastructure and support. This model is popular among newcomers to iGaming or brands looking to enter the market with minimal hassle. It offers a plug-and-play solution where all the essential components - games, payment gateways, customer support systems, etc. - are already integrated and fully managed by the provider. For many startups, this “casino-in-a-box” approach is an easy entry point into the industry.

What is a Turnkey iGaming Solution?

A Turnkey is a comprehensive casino platform package that still provides all the necessary software and tools to run an online casino or sportsbook, but with far greater customization and control given to the operator. With turnkey solutions, the platform is delivered feature-complete (games library, payment systems, back-office, etc.), yet it can be tailored to your specific requirements. Crucially, you - the operator - typically hold your own gambling license in a turnkey setup, or you’ll need to acquire one, meaning you operate independently rather than under the provider’s license. This independence comes with responsibilities: you must handle or oversee regulatory compliance, player support, and ongoing operations, though the provider often assists with integration and training.

In a turnkey model, you own and control the casino platform to a much larger degree. You aren’t tied down to the provider’s default settings - you can customize the website’s design and user experience, choose which games or software modules to include, integrate preferred payment providers or third-party services, and generally shape the product to fit your vision. You also retain full access to player data and have autonomy in managing the business. Another big difference is the financial structure: turnkey solutions usually involve a higher upfront cost (development or licensing fees) but little to no ongoing revenue share with the provider. In other words, you invest more at the start in exchange for greater long-term profit retention. Turnkey platforms take longer to launch - often a few months - because of licensing processes and the work of customization and testing. This approach is often favored by experienced operators or larger enterprises that want a bespoke casino platform and are prepared to handle the operational complexities. By opting for a turnkey platform, you position yourself to scale the business, add new features or games at will, and enter new markets (assuming you obtain the necessary local licenses) without the constraints often imposed by white-label agreements. The turnkey route is all about owning your success: you get the keys to a complete casino system that you can run as your own, with flexibility to innovate - but it also means bearing the full responsibility for the platform’s performance and compliance.

Beyond driving immediate sales, storytelling can have long-lasting effects on your brand’s identity and customer loyalty. When you consistently tell a compelling story, you create a narrative that customers can align with and invest in. People like to feel like they’re part of something bigger than themselves, and a well-crafted brand story allows them to do just that.

Key Differences Between White-Label and Turnkey Solutions

While both models provide a framework to launch an online gambling site, white-label vs turnkey solutions differ in several fundamental ways. The most immediate difference is licensing and ownership: with white-label, you piggyback on the provider’s gambling license and do not fully own the platform (the provider can revoke access if terms aren’t met), whereas a turnkey solution requires you to obtain your own license and gives you full operational ownership of the platform. This affects how each model handles regulatory compliance - white-label providers handle most compliance and reporting on your behalf, making life easier for a newcomer, while turnkey operators must deal directly with regulators and ensure their platform meets all legal requirements in target jurisdictions.

Another key difference is cost structure. White-label solutions have lower startup costs - often a fixed setup fee plus a revenue-share agreement. This revenue share (commonly around 10-15% of gross gaming revenue) covers the provider’s ongoing services like licensing, support, and updates. In contrast, turnkey solutions demand a larger upfront investment (packages can range from tens of thousands up to six figures, depending on scope) but usually no revenue sharing or only a minimal maintenance fee thereafter. Over the long run, a successful casino can be more profitable under a turnkey model since you aren’t giving up a chunk of revenue each month. For example, one analysis noted that after a certain revenue threshold, the turnkey model yields higher profit retention than a white-label (since the latter’s 15% revenue cut will outweigh its lower initial fees) .

Customization and control form the third major point of difference. A white-label solution is largely “what you see is what you get.” The provider supplies a ready-made casino platform with pre-selected games, payment methods, and features. Your ability to customize beyond cosmetic branding is limited. This can result in many white-label casinos having a similar look and feature set. A turnkey solution, on the other hand, offers extensive customization. You can choose which software modules to include, design unique user interfaces, integrate custom games or niche payment systems, and generally differentiate your site more deeply. You also have freedom to implement unique promotions or loyalty programs without being confined to the provider’s preset tools. Essentially, white-label gives you a cookie-cutter platform that’s quick to launch, whereas turnkey gives you a toolbox to build a more unique platform at the cost of time and effort.

Finally, there’s a difference in time-to-market and operational effort. If speed is your priority, white-label is the clear winner. Since everything is pre-integrated, a white-label casino can launch in a few weeks once branding is applied and agreements are in place. Turnkey projects, in contrast, involve setup of servers, customization work, licensing paperwork, and testing, which can take a few months before you’re ready for launch. Moreover, running a white-label site is operationally easier for a small team - the provider handles software updates, security, and often customer support or fraud prevention tools. With a turnkey platform, you assume full operational responsibility. That means you’ll need in-house or outsourced technical teams to manage the platform, handle player support, maintain security, and ensure everything runs smoothly. This also extends to risk management: for example, if fraud or technical issues occur, a white-label provider would address them, but a turnkey operator must tackle these issues themselves. In summary, white-label solutions minimize the burden on the operator by providing an all-in-one service (at the cost of some autonomy and profit), whereas turnkey solutions transfer both the power and the responsibility to the operator, requiring more expertise and resources to manage.

Pros and Cons of White-Label vs Turnkey Solutions

Both white-label and turnkey models come with clear advantages and disadvantages. Below is a breakdown of their key pros and cons:

White-Label Solution

• Advantages: Low barrier to entry with lower upfront costs and a fast launch timeline. The provider supplies a fully functional casino platform (games, payment systems, support tools) and handles technical maintenance, licensing, and security, allowing even small teams to operate effectively from day one. This makes it easier for startups to kickstart an online casino or sportsbook without heavy investment or industry experience.

• Drawbacks: Limited control and flexibility over your product. You cannot heavily customize the platform’s features or user experience, and you don’t own the software or player data. Key operations (like payment processing and player accounts) are managed by the provider, so you’re reliant on their reliability. Moreover, profit margins are lower due to revenue-sharing agreements - a percentage of your gaming revenue (often 10–15%) goes to the provider, which can significantly cut into earnings as you scale.

Turnkey Solution

• Advantages: Full control and customization of your casino platform. You can tailor the game offerings, interface, and features to fit your brand vision, providing a unique player experience. You retain ownership of player data and have the freedom to integrate third-party services or new content at will. There’s little or no revenue share with a turnkey iGaming solution, so you keep more of the profits as the business grows. This model is highly scalable - since you control the platform, you can expand into new markets or verticals (e.g. adding a sportsbook, live casino, etc.) as long as you meet regulatory requirements.

• Drawbacks: Higher initial costs and a longer setup period. Turnkey projects require a substantial upfront investment (both in licensing and platform fees) and often a dedicated team to implement and maintain the site. Obtaining your own gambling license can be expensive and time-consuming, varying by jurisdiction. Additionally, running a turnkey casino means you’re responsible for all operations - from customer support and payment processing to fraud prevention and compliance - which can be challenging without sufficient expertise and resources. For less experienced operators, the learning curve and workload can be steep compared to the more “hands-off” white-label approach.

Choosing the Right Solution for Your Business

The best igaming platform model for your venture depends on your business goals, experience, and resources. Each approach serves a different type of operator. A white-label solution is ideal for entrepreneurs who want to enter the market quickly with minimal upfront expense or for brands (like land-based casinos or influencers) that wish to launch an online gambling site without building everything from scratch. It’s essentially a turnkey operation in a literal sense - you turn the key and start - but under someone else’s established framework. This is why white-label platforms are often recommended for startups or first-time operators; you can test your brand in the online gaming space with lower risk. If you have a small team or limited technical know-how, the white-label route lets you leverage the provider’s expertise and focus on marketing your casino. As one analysis noted, white-label casinos enable even smaller operators with limited budgets to enter iGaming quickly, by sharing infrastructure and licensing provided by the vendor . However, you should be comfortable with the trade-off: less control and ongoing profit sharing. Remember that under a white-label model, you effectively own only your brand and player base, not the platform itself. If the provider has an outage or loses its license, your business is directly impacted, since you’re tied to their platform and regulatory umbrella.

On the other hand, a Turnkey iGaming Solution suits operators with a long-term vision who are prepared to invest more for greater autonomy. If you’re an experienced gaming operator or a well-funded startup aiming to create a distinctive product, turnkey gives you the freedom to build the casino platform you truly want. You’ll likely need to assemble a team (or hire consultants) for technical, legal, and customer support functions - but in return, you gain full control over operations and strategy. Turnkey casinos are often the choice of established companies expanding their online presence, or ambitious newcomers who want to compete on features and user experience rather than launching a generic site. These operators are often willing to endure a longer setup phase (securing licenses, customizing software, etc.) for the payoff of owning a platform without limitations. Industry experts point out that despite the higher initial costs, a turnkey approach can offer better long-term value and profitability once the operation scales up. With no revenue share eating into your margins, you can reinvest more into marketing and player acquisition, which is crucial for growth . Additionally, you won’t be constrained by the provider’s rules on which markets or payment methods you can use - with your own license, you choose where and how to operate (as long as you comply with local laws).

In deciding between the two, consider your profile and priorities. Are you a newcomer who needs guidance and a quick launch? The white-label model is probably the safer bet. Do you have industry experience, sufficient capital, and a desire for full control? Then a turnkey solution aligns better with your needs. Think about the scale of your ambition: if your goal is to start small and validate the market, a white-label platform lets you do that with limited commitment. If your goal is to build a unique brand and possibly become a major operator, investing in a turnkey platform (or even developing a custom platform) might be worthwhile. Some operators even use white-label as a stepping stone - launching quickly to establish a player base, then later migrating to a turnkey or proprietary solution once they’ve grown enough to justify greater control.

Finally, choosing the right solution also means choosing the right platform provider. Whether you go white-label or turnkey, partner with a reputable B2B provider that has a strong track record, offers the features you need, and supports the regions (Europe, CIS, US, etc.) where you plan to operate. Reliability, compliance record, and quality of support are critical factors. It’s wise to evaluate multiple providers and ask about what happens as your business grows – for instance, can a white-label arrangement transition into a full license setup later. Some providers (like Depo44) offer both models, allowing clients to start with a white-label solution and upgrade to a full turnkey platform when ready. By aligning your choice with your business capabilities and strategy, you can confidently launch on the model that positions you for success. In summary, there is no one-size-fits-all answer - both white-label and turnkey iGaming solutions can lead to a thriving online casino business, as long as you understand their implications and choose the path that best matches your vision.