Turnkey or White Label? Which One Is Better?

As the iGaming industry is expanding by leaps and bounds, more and more businesspeople are entering the market to develop a sportsbook or an online casino of their own. But one of their first and most important decisions is between a white label iGaming solution and a turnkey iGaming solution. Both have pros and cons depending on your business goals, budget, and technical expertise.

Throughout this article, we will be discussing the principal differences between these two models, how to establish which one is best suited for your project, and helping you with an informed decision.

What Is a White Label iGaming Solution?

A white label iGaming solution is a pre-built platform that comes from a third-party supplier. It includes all the tools, licenses, and backend infrastructure needed to operate an online casino or sportsbook. Your task as the operator is predominantly that of marketing and branding.

Those who aim at fast and hassle-free entry to the competitive iGaming market, are very welcome to consider this business model. You don't have to worry about payment processing, licensing, or backend development — it's all done for you.

What Is a Turnkey iGaming Solution?

A turnkey iGaming solution is far more adaptable, offering more room for creativity and customization. As opposed to white label, the operator gets full control and leverages all the advanced set of tools over the platform, including the option of changing the source code, creating your own interface, and adding additional features like custom sportsbook software or payment gateways.

Although it requires more investment and regulatory commitment, a turnkey solution enables you to retain total ownership and scalability.

White Label vs Turnkey: A Side-by-Side Comparison

Here’s a quick table to help you visualize the main differences:

Key Advantages of a White Label Solution

1. Speed to Market

You can go live in just a few weeks since the infrastructure is already built.

2. Reduced Regulatory Burden

The platform provider holds the license, which saves you time and legal complexity.

3. Lower Risk

Since the provider handles compliance, updates, and technical operations, you can focus entirely on user acquisition and branding.

However, it’s worth noting that your ability to stand out may be limited, and you’ll likely have to share a portion of your revenue with the provider.

Why Choose a Turnkey Solution?

A turnkey iGaming solution is better suited for business entities that want utmost control of activities and scalability in the future.

• Ownership of the brand, platform, and customer information.
• Feature, design, and game customization.
• Integration with preferred sportsbook software or third-party services.
• The ability to launch a sportsbook with unique betting markets and odds providers.

Though it requires a greater upfront investment and more responsibilities, the long-term payoff can be significantly higher.

Which One Is Right for You?

Choosing between a white label vs turnkey solution depends on your business goals:

Pros and Cons of iGaming Solutions

White Label

• Fast and easy to launch, with minimal upfront costs.
• Lower risk, as the platform provider manages licensing, technical support, and compliance.
• Ideal for startups and businesses with limited technical resources.

• Limited customization options, which may hinder branding and differentiation.
• Revenue sharing with the provider, which reduces overall profit margins.

Turnkey

• Full control over the platform, including design, features, and scalability.
• Greater opportunity for long-term growth and customization to meet market needs.
• Ownership of data and full flexibility to scale as needed.

• Requires a higher initial investment and technical resources.
• Longer setup time and regulatory responsibilities, as you will need to obtain your own licenses and manage compliance.

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Which iGaming Platform is Best for You and Your Business?

A choice between a white label iGaming platform and a turnkey iGaming platform will be based on your goal, budget, and how much control you want over the platform.

If you require a faster launch, less configuration, and lower upfront investment, then a white label gaming solution is the way to go. It allows you to launch to market quickly while your supplier handles the backend operations.

On the other hand, if you want absolute control of your product — design, integrations, scalability — a turnkey gaming solution offers the adaptability and tailor-making you need but at the expense of time and resources.

Real-World Example: Launching a Sportsbook

Suppose you want to establish a sportsbook for European markets. On a white label sportsbook solution, you can be up and running in a few weeks using integrated betting market content and odds feed. You supply the brand identity on the customer side but subcontract most of the functions to the supplier.

If you use a turnkey sports bookmaking solution, you are at liberty to pick your own software for the sportsbook, introduce local payment processing providers, create your own odds format, and even add eSports or virtual games. It will take longer to install, but gives you more of a tailor-made experience in your preferred marketplace.

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Important Considerations Before Choosing

• Licensing Jurisdiction: If you want to operate in specific countries, make sure the white label provider’s license is accepted there.
• Revenue Share Models: Understand the long-term impact of sharing profits.
• Scalability: Think beyond the launch — will the solution grow with your business?
• Support & Maintenance: Turnkey requires your own tech team; white label includes ongoing support.

At the initial stage it is of utmost importance to explore all the options for the target market selected and make a weighted decision concerning which method to choose. Both are working and effective ways to kick off but the way to success in the iGaming industry should go through the appropriate path. The right one will depend on your tastes: do you want to start up quickly and effectively with little risk, or do you want control over the long term and growth?

If you're new or a start-up, then a white label solution is perfect to get the toes wet with little investment. On the other hand, as an established player or with resources to build in-house, then a turnkey solution provides the flexibility and freedom to truly scale.