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What Is White Label Betting Technology?
20 May, 2022
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How to Start an Online Casino
24 May, 2022

23 May, 2022

What Is A White Label Sportsbook Solution?

If you want to start a sportsbook, a white label sportsbook solution can be the right fit for you. This type of sportsbook technology can be easily set up in a fraction of the cost and time it would take to develop the sportsbook software yourself. Continue reading this article to learn more about white label sportsbook solutions.

Why are white label sportsbook solutions so popular?

Developing sportsbook software in-house requires an extensive amount of resources and takes a considerable amount of time. In order to build a sportsbook in-house, development will require a full team of software engineers, UX designers, compliance experts, lawyers, and partnerships with data providers. From a time perspective, it takes years to get a sportsbook that is fully functional, bug free, and meets the certification requirements of your data provider partner. This is why the vast majority of sportsbook operators utilize a white label or turnkey sportsbook solution.

A white label sportsbook solution is designed to provide you with a fully functional sportsbook complete with your branding, backoffice tools, sports data feeds, payment solutions, technical support, and risk-management. Essentially it provides you with everything you need to start and manage an online sportsbook without having to develop the software yourself. We wrote extensively about the benefits of choosing a white label solution rather than developing a sportsbook platform yourself in a piece titled Sportsbook Software: White Label or Develop Your Own?

Starting an online sportsbook with white label sportsbook solutions

If you have ever considered starting your own sportsbook, it’s likely that you have come across white label sportsbook providers. These are companies like Lion Gaming that have invested the time and money into developing the technology that supports online sportsbook around the world. You might be surprised to learn that some of the most popular sportsbook available today didn’t develop their own platforms, and instead chose to outsource to a sportsbook solution provider. Many of the world’s largest online sportsbooks work with a betting technology provider not only for the faster go to market speed that using a ready-made product offers, but because of understanding their strengths. A well known quote from Socrates best describes this: you can be a jack of all trades, or a master of none. Acquiring and retaining users in the sports betting industry is a competitive task, and you need to ensure that you are fully dedicating yourself towards that purpose if you want to succeed. Even for companies with extensive resources at their disposal, it is an unrealistic expectation to succeed as both a technology company (i.e. building their own technology) and succeed at acquiring and retaining players.

However, there are risks associated with some platform providers that you might not be aware of. Some of these risks include lack of compliance, layouts that are not mobile-friendly, and the inability to accept new payment methods such as cryptocurrency. Choosing a technology partner is one of the most crucial decisions you can make, as the you will be relying on your technology provider to deliver a product that consistently works, and is able to accommodate your player’s technical expectations. To learn more about these risks of outdated sportsbook software, read our article titled, The Risks You Face With Outdated Sportsbook Technology.

What to know about sportsbooks and gambling licenses

While enlisting an iGaming platform provider that offers white label sportsbook solutions is a great jumping off point to start an online sportsbook, it doesn’t cover everything you need. For example, sportsbook technology providers won’t provide you with the gambling licenses necessary to ensure your operation is compliant within the countries you wish to take bets from. It’s critical that you make sure that you have the appropriate gambling license secured before you start taking bets from players. Many providers will be able to point you in the right direction, introduce you to connections they’ve established with different licensing regimes to ensure that you are compliant, or offer sub-licensing arrangements as part of your agreement. In fact, reputable iGaming providers won’t work with sportsbook operators who don’t have licenses. If a sportsbook provider tells you that you don’t need a license to run a sportsbook operation then you’re probably dealing with an unreputable provider. Check out our blog titled Gambling Licences: What You Need To Know in 2024 to learn more about gambling licenses and the options available to you.

Choosing a white label sportsbook solution provider

We’ve already touched on what to look for when choosing a sportsbook provider. It’s important to ensure that their technology is compliant, that the platform runs smoothly from mobile devices and smartphones, and that they can accept newer payment methods like cryptocurrency. But there’s also more that you should know when evaluating white label sportsbook providers. Download 20 Questions To Ask Betting Technology Providers by clicking here to be confident in the conversations you’re having with prospective vendors.

If you’re interested in learning about Lion Gaming’s sportsbook solutions and our Fer0x Sportsbook products, you can contact us here or email us at hello@liongaming.io. We’re happy to show you how our technology can help you start an online sportsbook today.

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VP of Operations
c.lewis@liongaming.io

Christine Lewis

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      Lion Gaming Group Inc.
      855 2 St SW #3500
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      Our address
      Lion Gaming Group Inc.
      855 2 St SW #3500
      Calgary, AB
      T2P 4K1 Canada
      Our address
      Lion Gaming Group Inc.
      855 2 St SW #3500
      Calgary, AB
      T2P 4K1 Canada