If you’re in the process of gathering information on how to start an online casino, there’s a good chance you’re already familiar with the term white label casino and what it means. On the other hand, if you haven’t heard that term before, be sure to take a moment to read our article titled What is a White Label Casino? to get yourself up to speed. Done? Great! Now that we’re on the same page, it’s time to start talking about who some of the mainstream white label casino providers are and how you go about choosing the provider that’s right for you.
By our calculations, there are perhaps as many as 50 different companies currently operating in the iGaming industry that offer at least some type of white label casino solution. A few of these companies make this their primary area of business (we’re guilty as charged in this regard), but the rest of the companies tend to have a white label solution more or less as an afterthought to complement their other offerings. And of the 50 or so companies offering a white label solution, many of them are focused on verticals outside of the casino vertical, such as bingo, lottery, and sports. So, while there are certainly many different companies to consider if you’re thinking about starting your own white label casino, on this page we’re going to keep our focus on talking about some of the mainstream white label providers that are actively offering a casino solution.
Providers at a Glance
White Label Casinos, aka the website you’re on right now, specializes in creating one-of-a-kind online casinos that are designed to attract and retain players from a wide variety of jurisdictions. We intentionally picked a company name that reflects our core business because creating white label casinos is all we do and we’re damn good at it (pinkie promise)!
Website: https://whitelabelcasinos.com/ (i.e. the one you’re on right now)
Headquarters: Malta
SoftSwiss is an absolute giant in the iGaming industry and if we’re being completely honest, we definitely envy them a bit! They were founded in 2009 and they offer a variety of products and services, including a white label casino solution, but it’s fair to say that their primary focus is likely not on their white label casino offerings exclusively.
Website: https://www.softswiss.com/
Headquarters: Malta
ProgressPlay, fittingly enough, knows a thing or two about making progress when it comes to helping people start their own online casino. After all, they’ve been in business since 2012 and they’ve got a sizable portfolio of white label casinos that they’ve had a hand in bringing to market (they boast an impressive 150+ casino partners on their website).
Website: https://progressplay.com/
Headquarters: United Kingdom
Soft2Bet, much like SoftSwiss, is another behemoth in the iGaming industry that has quite a few different solutions on its menu. And yes, one of those solutions is a white label casino solution. In business since 2016, they have certainly established themselves as a company that’s worth giving serious consideration to if you’re thinking about starting your own online casino.
Website: https://www.soft2bet.com/
Headquarters: Malta
Casimba Gaming is a relatively new white label casino provider that launched in 2023. However, they are by no means new kids on the iGaming block because their company was formed following the merger of established brands Whitezip and Markor Technology. They have a lot of great white label casino websites under their umbrella and we’re sure they’ll be bringing more to market in the near future.
Website: https://casimbagaming.com/
Headquarters: United Kingdom
SoftGamings got their start in the iGaming industry back in 2007 and they’ve been a steady force ever since. They have a variety of solutions available, but their white label online casino software is without question one of their core offerings. They boast a roster of over 80 casino brands, which certainly makes them one of the most prominent white label casino providers.
Website: https://www.softgamings.com/
Headquarters: Latvia
White Label Casino Examples
The casinos above are all examples of the different types of white label casinos that have been created by some of the iGaming industry’s most established white label casino providers. Given the nature of the casino business, virtually all casinos are quite similar in terms of their core offerings (games in particular come to mind), but as you can see by browsing through the casinos above, there are certainly some differences with the approach that each provider used in terms of both design and functionality.
It’s worth noting that we intentionally showed just one white label casino example from each provider. However, we highly recommend looking at multiple examples from each provider to see the similarities and differences between casinos that were created by the same company. Why? Because in order for your casino to be successful, it needs to be unique so that it stands out from all the others. If you take a moment to browse through all of our white label casino partners, you’ll notice that all of the casinos we’ve helped to create truly are one-of-a-kind and it’s very difficult to tell they were created by the same company. If you look through the portfolio of some other companies though, you’ll notice that many of the casinos are “cookie cutter” casinos that are essentially identical with the exception of perhaps the casino name and the color scheme being used. Now, we can’t explicitly say that cookie cutter casinos can’t be successful as that often boils down to marketing, but we do want to stress that a white label casino doesn’t have to be unoriginal by any means.
White Label Casino Providers Compared
| White Label Casinos | SoftSwiss | ProgressPlay | Soft2Bet | Casimba Gaming | SoftGamings | |
|---|---|---|---|---|---|---|
| Established | 2023 | 2009 | 2012 | 2016 | 2023 | 2007 |
| MGA License | √ | √ | √ | √ | √ | √ |
| Kahnawake License | √ | √ | - | - | - | - |
| Curaçao License | √ | √ | - | √ | - | √ |
| UKGC License | - | - | √ | √ | √ | - |
| Games | 7000+ | 16000+ | 4000+ | 14000+ | 6000+ | 10000+ |
| Game Providers | 100+ | 200+ | 50+ | 120+ | 75+ | 250+ |
Key Considerations When Choosing a Provider
Experience matters when it comes to choosing a white label casino provider. This is true in terms of both longevity for the company itself, but also for the experience level of the employees who are working on behalf of the company. By choosing to work with a company that’s established and one that has an experienced team behind it, you’ll improve your chances of having an online casino that’s going to be successful initially as well as for many years to come.
Licensing is an important factor to consider when choosing a white label casino provider. More than anything, you’ll want to ensure that your casino will be licensed in the markets you’re planning to target. It’s also helpful to have multiple licenses available because this will increase your reach when your casino is ready to start acquiring new players.
Games are another factor to keep in mind when you’re choosing a white label casino provider. Having enough games is critical, but having too many games can be problematic. You want to select a provider that has all of the most popular games, but you want to be careful not to flood your casino lobby with a surplus of less popular games that your players aren’t actually going to play.
How to Choose the Right Provider
Step #1 - Know Your Options
The first step in choosing the right provider for your white label casino is knowing that you have options. This puts you in the driver’s seat by allowing you to have complete control over your casino right from the start.
Step #2 - Analyze Examples
Set aside a chunk of time to analyze examples of existing white label casinos from several different providers. This will give you a good indication of what you can expect your casino to look like and how it might function depending on which provider you decide to go with.
Step #3 - Compare Features
Not all white label casino providers are created equal, so be sure to compare the features that each company has available and ensure that they align with what you’re looking for.
Step #4 - Contact Providers
The final step in choosing a white label casino provider is to contact one or more providers for more information about their offerings and processes. Most companies will be happy to provide you with a consultation that’s free from any obligations or expectations.