White Label and Turnkey: what is the difference between platforms

White Label and Turnkey: what is the difference between platforms

Online casino platforms offer two main connectivity options for operators: White Label (WL) and Turnkey (TK). Both solutions allow you to quickly launch a brand, but differ in terms of independence, cost and resource requirements.

1. Definitions

White Label
The operator rents a ready-made casino "under its own brand" from the provider. The provider manages the technical infrastructure, game library, payments and usually takes over the license and compliance with regulations. The operator focuses on marketing, working with players and localization.

Turnkey
More independent scheme: the provider supplies a complete "key in hand" package - software, access to the game portfolio, back office, payments, KYC and even marketing materials. The operator receives everything ready-made, but under a more flexible contract: more often he pays a one-time fee and a partner model.

2. Key differences

Parameter	White Label	Turnkey
Input costs	Low - usually monthly platform rent	Average - one-time fee + commission
Launch speed	Very fast - 1-2 weeks	Fast - 4-6 weeks
Technical Support	Fully Provider Side	Provider provides support and updates, but with customization options
UI/UX customization	Limited to standard themes and settings	Can be deeply adapted to brand
Licensing	The provider usually provides a license	Depends on the contract - can be on the provider or operator
Responsibility	Provider is responsible for technical and regulatory issues	Part of the responsibility may lie with the operator
Marketing & Analytics	Operator Promotes Itself, Simple Statistics API	Advanced Marketing Tools and BI Supplied

3. Comparison by Launch Steps

1. Preparation

WL: sign a contract, get access to the backoffice and site templates.
TK: the supplier forms a unique portal for you, sets up KYC systems, payments and responsible play.

2. Customization

WL: change the logo, color scheme, limited selection of blocks on the landing.
TK: completely customize the design, add modules, integrate your own CRM and bonus programs.

3. Testing and certification

WL: the provider checks the integrity of the platform, you conduct a UAT (user acceptance test).
TK: general stage, but with the participation of your QA team, improvements in code and UI are possible.

4. Launch and support

WL: technical support 24/7 from the provider, you only route requests.
TK: SLA (service level agreement) with flexible conditions, API access and self-upgrade capabilities.

4. Advantages and disadvantages

White Label

Pros:

• Very low entry threshold, minimal investment.
• Instant market entry with a finished license.
• The provider provides game updates and security.
Cons:
• Limited customization options.
• Less control over technical processes.
• The share of profit goes to the provider in the form of a fixed fee or percentage.

Turnkey

Pros:
• Deep customization "for yourself."
• Advanced marketing and analytical tools.
• Clear control over license and operational processes.
Cons:
• Higher upfront costs.
• Longer integration and testing phase.
• The need for a more experienced in-house team to interact with the provider.

5. Model Selection: best practices

1. Startups and operators without a technical team: White Label

Fast start, minimum effort, guaranteed support.
2. Medium and large operators: Turnkey

Desire for complete control, willingness to invest in a unique product.
3. Regional projects with local requirements: Turnkey

The need for deep localization of payments, verification and UX under local legislation.
4. Market testing: start with WL, then, if successful, switch to TK.

Conclusion:
• White Label is ideal if you need to start as quickly as possible and without large investments with a ready-made license and limited branding. Turnkey gives more freedom and tools to scale, but requires more budget and the participation of its own team. The choice depends on the business plan, resources and long-term goals of the operator.