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White Label Sportsbook: Everything You Need to Know
Sports betting is rapidly emerging as one of the most popular and commercially promising sectors in iGaming, driven by digital innovation, regulatory expansion, and growing global demand for online entertainment.
For bookmakers or bookies, this means both opportunity and pressure: entering or scaling within this niche requires not just speed but a carefully chosen operational model that aligns with local regulations, long-term brand goals, and technical infrastructure needs.
This article offers a business-focused, in-depth look at the White Label Sportsbook model, covering:
How the model works from a legal and operational perspective
Operational and strategic benefits
Key limitations
Comparison with turnkey and custom-built solutions
Current market trends and regulatory shifts
Whether you are exploring market entry or re-assessing your current technical setup, understanding the mechanics and implications of the White Label approach is crucial for making scalable, future-proof decisions in 2025 and beyond.
Key Insights
White Label Sportsbook is a ready-to-launch business model that enables operators to enter the market under an existing B2C licence.
Providers handle the backend, operators handle the brand. The provider manages the sportsbook engine, compliance stack, payments, and hosting, while the operator focuses on marketing, player acquisition, and branding.
This model is most common in markets where local licensing frameworks are not yet fully developed or where operation under a provider’s licence is allowed.
Alternatives like turnkey or in-house solutions provide greater control over product, infrastructure, UX and compliance, but they also require longer timelines and more internal resources to launch.
In a maturing industry, forward-looking operators are increasingly prioritising platform independence, viewing White Label as a starting point, not the endgame.
What is a White Label Sportsbook and How Does It Work
A White Label Sportsbook is a licensing and infrastructure model that allows an operator to launch a sportsbook brand without developing proprietary technology or a gambling licence independently.
Instead of building the platform or going through regulatory approval, the operator partners with a provider who already holds a valid B2C licence and delivers a fully managed sportsbook environment – complete with odds feeds, payment integrations, risk management tools, and compliance infrastructure.
This setup reduces entry barriers and defines the boundaries of control, customisation, and market reach.
At its core, the White Label sportsbook model splits responsibilities:
The White Label sportsbook provider owns and maintains the core technology stack (sports betting engine, betting odds integrations, payment processing, hosting, KYC and AML toolset and more), infrastructure, licensing and compliance, as well as complementary services such as First Line Support.
The operator, or bookmaker, focuses on branding, marketing, and player acquisition, defining visual identity and marketing channels. Depending on the platform and terms, the operator may have limited influence over frontend UX.
What is Included in a White Label Sports Betting Platform?
B2B software providers working with a White Label approach usually offer a package that includes:
A pre‑configured sportsbook platform with UI, back‑office tools and risk‑management systems, all managed by the betting‑platform provider
Access to sports data providers (live odds, pre-match feeds for sports, esports, political, and entertaining events)
Integrated payment solutions and merchant accounts
Licensing coverage, typically in international or offshore jurisdictions (Malta, Curacao, Anjouan and more)
Operational support: hosting, updates, uptime monitoring, compliance reporting
However, this package does not grant the operator:
Freedom to expand into locally regulated markets without obtaining a local licence
Ownership of the underlying platform
Control over backend logic or data architecture
Full flexibility in adding PSPs or odds providers
Everything, including commercial agreements with third parties, sits within the provider’s ecosystem, and the operator must work within those constraints.
Integration Process and Timeline
In most cases, operators can fully launch a white label sportsbook within four to six weeks, depending on the level of customisation and regulatory checks.
Launching follows a structured process designed to minimise complexity for the operator. While exact timelines vary by provider and scope, a typical process includes several stages.
The integration process for a White Label Sportsbook typically unfolds in six clear stages — all designed to reduce complexity and accelerate time-to-market.
It begins with an initial consultation, where the provider and operator define the project scope, goals, and technical requirements.
Next comes branding and frontend customisation – tailoring the visual identity and user experience to match the operator’s brand.
This is followed by the configuration of payment methods and market settings, ensuring the platform is aligned with the operator’s target regions and player preferences.
Then, testing and launch preparations take place — verifying the platform’s stability and readiness across all functionalities.
At the same time, training and system access are provided, helping the operator’s team get fully up to speed on the tools and dashboard.
And finally, compliance and onboarding are completed, covering everything from KYC and AML setup to regulatory documentation.
When done right, this structured process enables operators to go live in as little as four to six weeks.
What Are White Label Clients?
New Market Entrants – Entrepreneurs and startups use white label sportsbook solutions to enter the market quickly without heavy development costs or compliance overhead.
Small to Mid-Sized Operators – These businesses benefit from scalable, cost-effective online betting platforms that allow them to grow and compete against larger, more established brands.
Expading Operators – Brands in other verticals, such as online casinos or poker, often integrate a white label sportsbook to expand their offerings with minimal disruption.
What Are the Benefits of White Label Sportsbook Software
Operators opt for White Label Sportsbooks for several strategic reasons. Here are some of the most common motivations:
White Label licence
This model offers a legal entry point. The operator leverages an existing licence, which helps avoid the lengthy process of full regulatory onboarding and approval.
Reduced development costs
White Label means a lower upfront investment. There’s no need to build everything from scratch, which makes it especially valuable for early-stage launches or testing new markets.
Proven, tested platform
Operators benefit from a pre-integrated system that’s already been used across multiple brands. That also means inheriting some shared limitations, but the stability and reliability are well-established.
Faster time-to-market
With this model, you can go live in weeks – not months, assuming there are no changes needed to the baseline logic, licence scope, or PSP setup.
Scalability and flexibility
Operators can easily add sports, markets, or geo-targeted content, allowing the business to grow and adapt quickly.
Limitations and Challenges of the White Label Solution
In a white-label setup, the operator operates within the provider's legal, technical, and commercial framework. The scope of operation – platform capabilities, integrations, licensing, and supported markets – is preconfigured and defined by the licence the provider holds.
As more jurisdictions move toward local licensing, this model places stricter limits on how and where bookmakers can scale. And importantly, these aren’t technical issues that can simply be fixed – they’re built into the business model from day one.
Here are the main constraints operators should keep in mind when considering a White Label approach:
Regulatory pressure
The scope of the provider’s licence – and how it’s recognised across jurisdictions – can limit an operator’s ability to enter new markets.
Reputation and brand dilution
In some regions, white label setups can be perceived as less transparent or less credible – especially in markets with stricter compliance standards.
Limited customisation
Flexibility under this model depends entirely on the provider’s infrastructure. Any technical or commercial customisation must be approved and supported within their setup.
Dependency on the provider
Ultimately, the business is tied to the provider’s performance – from their technology roadmap to their compliance strategy.
White Label Vs Turnkey Vs In-house: Sportsbook Solution Comparison
Now that we’ve looked at the structural limits of the white label model, it’s time to compare how the main sportsbook setups handle the big picture – things like legal responsibility, technical control, and long-term scalability.
In this context, turnkey refers to an arrangement where the operator holds their licence and brand while using a third-party platform under a commercial agreement. In-house refers to full internal ownership of the technology and the licence, with all development and maintenance carried out by the operator’s team.
There are three key models:
White Label: where the operator runs under the provider’s licence and infrastructure.
Turnkey: where the operator holds their own licence and brand, but uses a third-party tech platform under a commercial agreement.
In-House: a fully owned and built solution, with all development, licensing, and operations handled internally.
Here’s how they stack up across critical operational factors:
Ownership
In a white label model, the sportsbook runs under the provider’s international licence.
In a turnkey setup, the bookmaker owns the licence and the brand, while the tech is provided through a commercial agreement.
With an in-house solution, the operator owns both the licence and the platform – everything is built and managed internally.
Time-to-market
White label launches are fast – typically just a few weeks.
Turnkey setups take a bit longer, depending on the vendor’s readiness and how quickly the licensing process moves.
In-house setups are the slowest – the platform is built from scratch, and licensing also starts from zero.
Cost to launch
White label has the lowest upfront cost.
Turnkey solutions are more expensive – combining licence fees and platform setup.
In-house is the most expensive route, requiring high investment in development and compliance from the start.
Technical responsibility
In a white label model, the provider handles all technical responsibilities.
With turnkey, the vendor handles the core tech, but the bookmaker may manage certain modules or the frontend.
In-house means full internal ownership – all tech is built and maintained by the operator.
Customisation level
White label offers limited branding and feature flexibility.
Turnkey setups allow for medium-level customisation – UX and integrations can often be negotiated. In-house gives complete control over every aspect, from interface to backend logic.
Regulatory licensing
In the white label model, regulatory coverage comes from the provider’s licence.
With turnkey, the operator is responsible for securing a licence, though the vendor may help tailor the platform to local regulations.
In-house setups handle all legal and compliance matters internally.
Revenue sharing
White label and turnkey models usually involve revenue sharing.
With in-house solutions, there’s no revenue sharing – the operator keeps 100% of revenue but covers all costs.
Payments and risk management
White label setups rely on the provider’s existing payment integrations and risk models.
Turnkey models offer more flexibility – operators can often choose from a wider range of integrations.
In-house platforms are fully configurable and self-managed, offering total control over payments and risk strategies.
Best for
White label is ideal for startups or brands that want to enter the market quickly and with lower risk.
Turnkey is better suited to mid-sized operators who want more control and flexibility, without having to build everything from the ground up.
In-house is best for large businesses with a clear long-term vision and the resources to build and maintain a full-scale operation.
Each model comes with trade-offs. The right fit depends on the level of control and responsibility the operator is ready to take on — and the kind of growth they’re aiming for.
White label remains effective for fast, low-cost entry into less-regulated or secondary markets. However, for operators aiming to build long-term value, differentiate their brand, or enter regulated jurisdictions, turnkey solutions often strike a better balance. It provides regulatory autonomy without requiring the development of full-stack technology in-house.
Closing Thoughts
The White Label Sportsbook model provides a compelling starting point for newcomers, particularly in less-regulated markets where speed and affordability are most crucial.
But the broader iGaming industry is evolving. As more jurisdictions implement local regulation, operators are increasingly expected to move from borrowed compliance to direct licensing.
This shift is not only theoretical. In a recent SOFTSWISS survey of operators and bookmakers, 69.4% said they don’t believe in the long-term viability of the White Label model. Among them, 19.4% responded with a categorical ‘no’, stating that direct licensing and local operations are the only sustainable future. Another 50% viewed White Label as a transitional step – a short-term solution for early-stage operations to complete regulatory and technical independence.
The takeaway? White Label platforms remain a valid entry point, but they are increasingly perceived as a stepping stone rather than a long-term solution. In today’s market, operators who aim to build long-term value, develop their brand, and stay ahead of compliance shifts must plan for the next phase from day one.