How You Should Evaluate White Label Casino Providers

If you’ve considered starting your own online casino, chances are you’ve come across white label casino providers. Partnering with a white label software provider is one of the best decisions you can make for your business. A software provider gives you an expedient time to market, some serious cost savings, and access to a fully functional, established platform.

So, how do you figure out which one to work with? As iGaming grows in popularity, there are more white label casino providers than ever before. As a result, it’s important to know what to look for when deciding on the casino platform that will power your operation. In this guide, we’ll aim to guide you through the evaluation process, so you can ensure you’re making the best decision possible for your business.

What can white label casino providers do for me?

As we briefly discussed above, a white label casino provider can make entering the online casino market a much more streamlined process. Software providers offer ready-made, fully functional online casino and sportsbook platforms to their clients that can be branded as their own. White label casino solutions allow entrepreneurs to enter the market in a matter of weeks and for a fraction of the cost of building a platform from the ground up.

What do I need to consider?

Now we’ve established that, let’s take a look at the key factors you need to consider when evaluating white label casino providers.


Researching the reputation of a software provider is an important first step. An easy way to do this is to look for award nominations, award wins, and customer testimonials. Furthermore, check for news releases announcing partnerships or even business acquisitions to gauge the trajectory of the company. Are they on the upswing, making waves in the iGaming landscape? Does their company vision align with yours?

Furthermore, if you’re just starting out in the iGaming business, aligning with an established partner can help boost your reputation!

Licensing and regulatory compliance

The best, most reputable white label casino providers will be fully licensed and strictly adhere to all regulatory requirements. The iGaming industry is strictly regulated, and for good reason. Partnering with a software provider should get you access to licenses, and allow you to target specific markets around the world. Penalties for operating in gray areas or illegally are extremely steep, so it is of the utmost importance to run your business above board.

Being fully licensed and compliant will build trust with your players, and will ensure they get a fair, secure gambling experience.

Technology and games portfolio

Technology is the heart of any iGaming platform. White label casino providers need to provide solutions that incorporate the latest technological trends, like web3 integrations and even on-chain betting software. Make this a priority while evaluating your options.

Furthermore, online casinos need a large, sophisticated library of games. The best providers will feature a suite of in house games, but will also have an integration with various games providers. Look for a provider with a diverse range of slots, table games and live dealer options. The more games you can offer your players, the wider the net you can cast for attracting and retaining them.

Customization and branding

How customizable a platform is can be a deal breaker for some operators. While white label casinos will have the similar mechanics and engines as others, they should be able to be customized to match the identity of your brand. This includes things like changing color schemes, incorporating your logo, and even designing unique promotional materials and game mechanics. Make sure your software provider can be flexible so you can stand out from the crowd and be true to your brand identity!

Payment processing

While payment processing might seem like a simple thing to have built into your platform, it goes above and beyond simply accepting payments. Modern players expect to not only be able to pay with fiat (credit cards, bank transfers), but also with a variety of cryptocurrencies and tokens. Having the ability to accept digital assets can go a long way in attracting players, so ensure your candidates can do so.

Marketing and acquisition tools

Marketing can have a major impact on the success of your casino. Make sure your software provider has marketing and player acquisition tools such as an affiliate marketing program, CRM, and more. A provider that can assist with marketing is a major value add, as they can help grow your player base.

Technical support and maintenance

Technical issues are an inevitability. However, when they arise, it’s important to have reliable technical support. Assess your candidate’s support systems, which includes things like response times, availability, and languages available. Time is money, and any technical downtime can cost your business. Choose a provider with a robust technical support team!

Reporting and analytics

Data and analytics are an important part of any business. Numbers don’t lie, so it’s important to consider them to help you make informed business decisions. Make sure your potential white label casino providers have these tools in their arsenal!

Live demonstrations

Make sure you get your hands on a demo of the platform. This can be either a recorded video or a live demonstration showing off the prowess of the software. It’s hugely important to like the feel of the platform, so having a demo should be a priority.

Pricing and revenue share

For many operators on a budget, it is important to consider the pricing and revenue share models for each candidate. Each white label provider will have a slightly different pricing scheme, so understanding the costs associated are key. This will include setup fees, monthly charges, and revenue sharing arrangements. Make sure the pricing fits into your budget so you can make accurate financial projections.

Sportsbook offering

Finally, it’s important to consider whether or not the white label casino provider also offers a sportsbook. Some operators believe that their players only want casino games, and while that is true in some cases, it is always a good idea to satisfy all you player’s potential betting needs in one place. If your online casino doesn’t offer a sports betting experience as well, your players might leave for another operator who does. Check out our article that explores all of the reasons why online casinos should also offer a sportsbook to learn more.


Choosing a white label casino provider is a major decision. It can have an influence on virtually every aspect of your business, so making the right choice is very important. However, by thoroughly evaluating providers based on the criteria above, you can set yourself up for success. Remember, your choice of white label provider should align with your long term business goals, and have a commitment to providing a safe, secure, and enjoyable gaming experience for your players.

If you’re evaluating white label casino providers, contact Lion Gaming today. Let us show you our best in class casino and sportsbook solutions powered by the Fer0x Engine, and how we can be your trusted partner on your iGaming journey.

About Lion Gaming

Lion Gaming is an iGaming technology platform provider that offers bleeding-edge white label casino and sportsbook software engineered for the future. Our Fer0x Engine primes your operation for player acquisition, retention, and profitability.

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