
Q&A with Romain Lagrée, Head of Payment Product
Introduction
In this latest edition of Leading the Charge, we’re putting the spotlight on Romain, White Label Casinos’ Head of PSP. With a career that spans everything from wine to iGaming, Romain has a knack for blending the unexpected into payment solutions that keep players happy and coming back for more. In this interview, he shares his insights on why seamless payments are key to player retention and how his diverse background shapes his approach to the fast-paced world of online payments. Ready to find out how payments can make or break a player’s experience? Keep reading to get the full rundown.
Question Time
1. What does a typical day-to-day look like for you as Head of PSP at White Label Casinos?
My typical day is never “same old, same old.” I am just the tip of the spear—the amazing PSP Product Team (the APPT) drives our success. The ‘team’ oversees payment provider relationships and performance, analyses data, and optimises transactions.
We also collaborate closely with the legal team on regulatory requirements and agreements to ensure compliance and efficiency.
Intelligence plays a big part in the role—tracking new and growing markets, technologies, and trends across different countries.
Of course, all of this involves cross-departmental collaboration, and while the demands are high, the goal is always to create a smooth and efficient payment experience.
2. Your career has taken a fascinating path—from owning a business in the wine industry to senior roles in iGaming and FinTech. How have these experiences shaped your professional outlook?
The alcohol industry and iGaming sector share more similarities than you might think, particularly regarding regulations, trends, and consumer behaviour.
Managing a business taught me the critical impact of payment efficiency. Balancing customer experience with business requirements while maintaining strong provider relationships was essential.
The principles of adaptability and customer-first thinking are constants that I’ve carried across every industry I’ve worked in.
3. What excites you most about shaping the payment experience for our clients and their players?
Payment is one of the first steps for the user and often the deciding factor in whether they stay or leave.
On average, users are active on two to three websites, making it easy for them to switch. I recently read that 78% of players stick with operators who provide a smooth payment experience. That shows how important it is.
I’ve always said payment is both a retention tool and a retention metric. With nearly two decades of experience in B2B and marketing, I can confidently say retention drives acquisition.
Creating an exceptional payment experience is an exciting challenge involving multiple aspects and constant innovation.

” …payment is both a retention tool and a retention metric. With nearly two decades of experience in B2B and marketing, I can confidently say retention drives acquisition.”
Romain Lagrée, Head of Payment Product
4. White Label Casinos prides itself on being boutique and innovative. How do you see the PSP department contributing to that ethos?
Payment products are a retention tool and a showcase of innovation and technology. Digital wallets, for instance, are now the first choice for deposits in many EU countries.
Faster payment options are also becoming critical, with over two-thirds of players (68%) expecting real-time payments. A seamless payment experience is one of the top factors influencing where players choose to gamble.
5. Are there any emerging trends or technologies in payments that you think could redefine the player’s experience?
For instance, looking at trends in the European market, iGaming reports indicate that Germany and Italy now see over 52% of transactions being made via e-wallets, with even higher usage among VIP players.
There are clear reasons for the rise in popularity of these methods—instant deposits, instant withdrawals, and additional services within the wallet, such as open banking for topping up balances.
As more players shift to mobile gaming, digital wallets are becoming the preferred option, as their apps are often much more user-friendly compared to traditional banks, which tend to have outdated apps.
This shift is why the PSP market has seen an increasing number of digital wallet options over the past three years. It’s a highly competitive space.
6. Payment solutions are notoriously difficult to source in certain jurisdictions. How do you ensure White Label Casinos stays ahead of the pack in terms of its payment offerings?
Payment methods and regulations are not unique to iGaming. Industries like Forex and Adult Entertainment have driven PSPs to innovate and develop clever solutions.
Relying only on a few big-name providers can be a mistake. They often come with high costs, poor customer service, limited R&D, and slow response times. Diversifying providers is essential to staying ahead.
“We need to offer comprehensive payment options that are fast, secure, and frictionless, while also tailored to specific markets and mobile users.“
Romain Lagrée, Head of Payment Product

7. As more countries adopt open banking regulations, how might this affect the way we handle payments at White Label Casinos?
Open banking is already popular in the Nordics and the UK but less so in other European markets like France and Italy.
At White Label Casinos, in order to stay competitive, our approach must remain market-specific to ensure continuous service for all our client’s players.
8. How are customer expectations shaping the development of payment solutions in our industry?
Around 72% of users expect a variety of payment methods to be available.
The demand for e-wallets has increased by 50% compared to 2023. We need to offer comprehensive payment options that are fast, secure, and frictionless, while also tailored to specific markets and mobile users.
9. What emerging payment technologies are you seeing make waves in the online gambling space?
I will try to not be nerdy. Or too nerdy. The demand for instant withdrawals is growing, especially among VIP players. Some casinos are using this as a marketing feature, and I expect it will soon become an industry standard.
Peer-to-peer (P2P) transactions using biometrics on mobile systems are gaining traction.
One of the most exciting trends is brand tokenization. Imagine a custom “Geoff Coin” that provides exclusive benefits and a unique gaming experience. This not only enhances the user experience but also secures internal transactions, reducing costs and processing time.
Quickfire Round:
A big thank you to Romain for sharing his expertise and giving us a glimpse into the world of payments at White Label Casinos.
Stay tuned to learn more from White Label Casinos’ leaders.