Why white label platforms are the perfect solution for online casino operators

Why white label platforms are the perfect solution for online casino operators

Tuesday, June 5, 2018 Posted by Joseph Streeter
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Whilst white label platforms are incredibly important they don’t always guarantee success, writes SkillOnNet’s Michael Golembo

To build or to buy? That is the critical question facing US operators when launching an online casino. Whether an established operator looking to strengthen its position with a new brand or a start-up looking to disrupt the status-quo, the approach taken to platform is the difference between success and failure.

We saw this when New Jersey first opened its digital doors to regulated online casino and poker; some operators chose to white label a platform while others opted to build their technology in house. In New Jersey, however, it was those that white labelled their technology that were first, and were able to obtain the jump on their rivals.

From our dominant position in the B2B casino white label market, and with many years of experience in Europe, here’s my take on this…

Of course, there are pros and cons to both - a proprietary platform, for example, gives you ultimate control of your technology while a white label solution does not. On the other hand, white label solutions are tried and tested and can be launched in a matter of weeks, while proprietary platforms can take months to build and are often subject to teething problems.

We have seen a major shift towards white label platforms of late, and for good reason. They tick all of the boxes for operators looking to get to market quickly and cost-effectively. This is because they are usually offered as a full turnkey solution, including games, payments, KYC, customer support, marketing tools and of course licenses, etc.

For operators, this means they don’t need to strike deals with, and integrate, countless game developers and service partners. In addition, they provide unrivalled performance and reliability, and usually come with a dedicated team of engineers and support staff. This allows operators to focus on other key areas, such as branding and marketing.

Hard graft is required

But using a white label platform does not guarantee success, and operators must still put in the graft to ensure their voice is heard over the noise being created by rival brands. Perhaps the biggest drawback of using a white label platform is differentiation, and operators must be innovative and creative in their branding and marketing to stand out from the crowd.

Let me explain by way of example. At SkillOnNet, we power some of the hottest online casino brands in Europe. This includes PlayOJO, DrueckGlueck and LuckyNiki. Despite using the same technology, each site is unique in its positioning and what it offers its players. And this is conveyed through branding and marketing.

Multi award winning casino PlayOJO has established itself as the most fair, honest and transparent online casino through its no bullshit approach to bonuses and prizes - there are no wagering requirements whatsoever, money back on every bet and players are able to withdraw their winnings at any time. DrueckGlueck, on the other hand, has a vast portfolio of games that appeal to German players and with extensive and heavy TV advertising has established itself as one of the most-loved online casinos in Germany.

LuckyNiki, in comparison, offers players an authentic Japanese experience delivered through the design of the site. This includes the use of an animated host, Niki, who guides players through the casino and ensures they have the best possible experience. Video clips of Tokyo also help immerse players in Japanese culture.

Deep pockets

While PlayOJO, DrueckGlueck and LuckyNiki all use the same platform, they each offer something different to players. In addition, each casino has also been heavily marketed - PlayOJO has spent millions of dollars since launching in 2017, including two major television campaigns in both the UK and Sweden.

When unique positioning and smart marketing are combined with state-of-the-art technology, operators can find themselves on the path to success. For those using a white label platform, the priority should be in assembling a team of expert marketers; these are the game changers and the people that will take your online casino to the next level.

You must also work closely with your white label partner to extract the full potential of the platform and to optimise the traffic you acquire It may also be that they can create features and tools that are unique to your brand and that can help put additional distance between your casino and those offered by your competitors.

The popularity of white label platforms is indicative of the upsides they offer. But not all casinos using them go on to be a commercial success. To do this, operators must leverage the power of the technology they are using, work hand in hand with their partners, and push the boundaries - and purse strings - when it comes to branding and marketing.

It requires dedication, talent, and a lot of hard work. But without having to dedicate time and resources on building your own technology, and leaving all the hard backroom work to your platform partner, it is that little bit easier to achieve.  

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