Online casino gambling or iGaming has only been around for less than 30 years. But given its reliance on cutting edge digital technology, it has evolved faster than many older industries out there. And as online casinos become more popular as a source of gambling entertainment, white-label software providers are getting more influential.
For new and existing casino operators looking to start a casino website, white-label is the quickest and least painful route. So if there was ever a time to compare and contrast the top white label software providers, the time is now.
Who are the contenders?
A white label casino is a readymade online casino – you get a complete bundle of games from many vendors, licenses, CRM, bonus management systems, payment services, and online security systems all rolled into one. The only thing left for the buyer to do is some customization in terms of branding, themes, and HTML5 design elements.
A white label service provider is the company that does all the heavy lifting, bringing together all these different sub-systems and services onto a single platform. This readymade solution is fast, cost-effective, and very efficient – a win-win for all the parties concerned. Many companies have historically opted for white label solutions when setting up their gambling brand and this also continues to be the trend nowadays.
There are several big names in the white label service provider business – Softswiss, Nektan, White Hat Gaming, and Progress Play.
Let’s get started:
They are a Malta-based white label casino provider offering MGA and UK licenses. Top-tier game vendors like NetEnt, Microgaming, and Evolution have partnered with ProgressPlay. Over 30 other software providers have their games on this platform.
ProgressPlay casinos number more than 20 in 2020. They are available in five main jurisdictions – UK, Germany, Portugal, Finland, and Canada. Of course, you can play at their casinos from any location that is covered by the two licenses.
In terms of overall looks and layout, ProgressPlay white label casinos are somewhat recognizable as they share some common traits regarding the layout – a main menu at the top, with the rest of the screen taken up by the game icons. The layout for the white label casinos is uniform, with operators given leeway in deciding the colour palette and brand logos.
Overall, ProgressPlay casinos are quite intuitive and user-friendly, with easy navigation. Dream Palace, Casimpo, Super Play, Schmitts, and SpinzWin are some of the top brands among the current crop of Progress Play casinos.
Nektan is a seasoned white label and online bingo service provider with offices in Gibraltar, London, and Las Vegas. Their game partners include NetEnt, Microgaming, SG, Yggdrasil and Evolution Gaming, along with many others.
20+ casinos are operating on the Nektan Evolve white-label software platform as of 2020. Available licensing options include Gibraltar, UK, and Ireland. They also provide further localization services for the important markets – Canada, the UK, and Ireland.
In terms of layout and style, Nektan casinos feel just a tad dated. The web design and layout feel a bit static, with most casinos sporting a persistent title menu on the top of the page. At the bottom, many sites have wordy intro sections done in plain text.
Nevertheless, Nektan is associated with some well-known UK brands like The Sun Play, Monster Casino, Mayfair, and Kerching.
White Hat Gaming (WHG)
WHG is based in Malta, with offices in other major gambling industrial centers like Gibraltar and London. They are one of the biggest names in the white label and turnkey online casino business. Their list of game providers number over 100, with big names like NetEnt, Play’n GO, NYX, and BTG.
As for licensing, you get the UK Gambling Commission, along with Malta, and Swedish licenses also available. Localized versions of WHG casinos are available for the UK, USA, Canada, Germany, Finland, and Sweden.
One unique feature available as an optional extra with WHG casinos is the Kambi sportsbook. If an operator wants to add an online sports betting component to their casino, WHG is a great option.
21Prive, Casimba, Miami Dice, and Jonny Jackpot are some of the better-known brands using the WHG white-label service. More than 30 online casino brands are using this white label service as of 2020.
WHG casinos often have a simple, minimalistic feel to their landing pages. The bonus banners and game icons are given precedence over the menus and brand logos, which keep a relatively low profile. With support for HD resolutions, WHG casinos look up to date.
Along with WHG, SoftSwiss is a leading brand among white label service providers. Their high-end offerings include online casinos, bitcoin casino, and sports betting. The Curacao-based company also has offices in Malta.
SoftSwiss white label casinos host 3000+ games from 30 different software vendors, including Netent, Evolution, Merkur, NYX, BTG, and Betsoft. Curacao Antillephone and Malta MGA are the two licences available here. They also offer games developed in-house, under the BGaming brand.
Operators have an option to get localized content for nearly a dozen international markets, including the UK, Sweden, Russia, Turkey, Portugal, China, and Canada. SoftSwiss are the global leaders in bitcoin casino services.
SoftSwiss offers extensive customization options to operators. As a result, they do not have a signature “look” that instantly makes them recognizable. That said, they follow the industrial design trend of keeping the title bars and menus on the top (and not on the left).
More than 100 online casinos operate using the SoftSwiss platform in 2020, including some big ones like Bit Starz, Oshi, Gunsbet, and BetChan.