White Label vs Turnkey: One Technology, Different Licensing Models

White label and turnkey are two models for launching online casinos using a ready-made platform. The key difference between them is who owns the casino license: in a white label model, the license belongs to the provider, while in a turnkey model, the operator holds the license. The license holder is responsible to the regulator for compliance with gambling rules. In a white label setup, the brand belongs to the partner, but the license belongs to the provider – meaning the provider remains responsible to the regulator and sets the operational conditions for the partner.

How White Label Works

🔵 The provider usually supplies the license, hosting, games, payment solutions, and player verification processes (KYC/AML)

🔵 The brand owner is responsible for design, marketing, player acquisition, and retention

🔵 Technical setup typically takes around 3-8 weeks

🔵 Initial costs are lower, but the provider takes a larger share of revenue

🔵 The brand owner usually selects games and payment methods from the options already integrated by the provider

Provider’s Responsibility to the Regulator

🔴 White label models operate even in regulated markets such as the UK and Denmark; in the UK, more than 700 partners were reportedly operating under this model in 2019-2020

🔴 Under UK regulations, the provider remains responsible for all partners operating under its license and cannot transfer this responsibility to them

🔴 The provider must verify who owns the partner brand, assess AML risks, and monitor the partner’s operations

🔴 If the provider fails to maintain proper control, the regulator may suspend or revoke its license

🔴 In Curaçao, sublicenses issued by master license holders are no longer available since 2025; each operator must now obtain a license directly from the regulator (CGA)

How Turnkey Works

🔵 The operator obtains the license and is directly responsible to the regulator for the casino’s operations

🔵 The provider supplies the technology: hosting, back office, games, and payment integrations

🔵 Technical setup usually takes around 3-8 weeks; licensing is obtained separately by the operator, and timelines depend on the jurisdiction

🔵 Initial costs are higher due to licensing expenses

🔵 The operator decides which games and payment systems to integrate within the platform’s capabilities

Conclusion

In a white label model, the brand owner is fully dependent on the provider’s license: when the UK regulator suspended EveryMatrix’s license in 2019, its partners were no longer able to accept players through that platform. A turnkey model requires higher upfront investment, but the operator owns the license. However, the operator is still responsible for the actions of its contractors, including the platform provider.