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Thinking of launching white label bingo, casino, poker or sportsbook

Thinking about launching a white label gaming channel? Do you have a great brand and are wondering how it fits in with this business idea? Been approached by a white label games provider?

Well here's a checklist of 10 characteristics that your gaming operator should provide:


When a player comes to your site, they want choice, entertainment and a large gaming community. Clients should be able to access a deep pool of player liquidity, ensuring that their customers will always be able to find a game to suit their requirements and their level of skill. They should also be able to play against players from all over the world. Operators like St Minver, who manage the International Poker Network (Europe's largest poker network) and the International Bingo Network, provide access to multi-language bingo, casino, soft games and sportsbooks.

Tight Regulations

Operators should have a gaming license. There are only a few countries who regularly give licenses but, you should ensure that the operator is in possession of a license issued by a highly regulated authority. Granting online gaming licenses exclusively to only 13 companies, Gibraltar is home to a majority of the largest online gaming companies, representing close to 37% of the market by revenue.

The Gibraltar license is highly coveted as European governments have begun to restrict marketing to their residents by any online gaming company outside the EEA. In addition, the rigors of obtaining a Gibraltar license remain high. St Minver partners benefit from the company's ability to offer gaming services that run off the most highly regarded gaming license without the rigors and the expense.

Tier 1 Banking

Clients and customers should require access to secure banking mechanisms. You should ensure you work with a client that enables you to leverage credit card merchant facilities with at least two premier banking institutions. Customers should be offered the ability to use mainstream payment mechanisms (including Visa, MasterCard, Switch and Solo), with immediate credit at competitive rates. Competitors without such banking facilities are currently only able to offer niche payment processors, such as NETeller, which only offers 3-4 days' delayed credit or an instant credit option where customers are charged higher fees.


Operators should provide partners with the ability to create a product which is bespoke to each partner's brand requirements. The operatorís suite of games should enable a tailored product offering to better cater to specific audience demographics. In addition, the product offering should be tailored to comply with the specific look and feel of each partner's brand and site, to create an environment which is seamless to the end user.


The operators should work closely with you as a partner, to offer direct customer communication strategies and tools. The white label provider should have a team of knowledgeable CRM experts who bring together experience from a variety of leading online sites. Partners benefit from the economies of scale gained through the creation of a network. In addition, operators like St Minver offer partners special CRM tools on a more cost effective basis.

Best-of-breed games

The operator should create a highly scalable solution for its white label partners. In creating the integrated platform, you should be offered the best-of-breed games that are plugged directly into the platform offering customers a unique gaming experience that is tailored to the individual site's look and feel.

VIP service team

Your VIP customers should be given the opportunity to participate in special bonus and loyalty programs. The VIP program should be tailored to create loyalty for high consistency players, and offered on an invite only basis. Those customers who qualify for the VIP program should be entitled to receive cash back on all wins and losses incurred in the month. In addition they may receive special gifts at any time including flights, upgrades, hotels and concerts.

24/7 multi-language customer service

Operators should provide 24 hour customer service in multi-language. St Minver provide service in English, German, Spanish and Turkish (restricted times). More importantly, providers should offer online chat support in multiple languages. Customer service on three levels: online chat, email and telephone are a huge advantage in showing customers that you can provide a secure and safe gaming experience.

24/7 monitoring for fraud/security

Games and gaming operators should offer real time fraud security monitoring. The white label games operator should have a team of individuals who actively monitor the games for scams such as collusion, chip dumping and other fraudulent behaviour. With regard to Casino and Bingo, the company should implement the necessary precautionary processes to restrict underage gaming and gaming from non-legal jurisdictions such as the US. The company should also follow ethical gaming principles as set by associations like Gamcare, the industry leading player protection association.

Player education

Player education is a major part of obtaining and retaining customers. The operators should be able to provide an established mechanism of player education and tutoring. Networks like St Minver operate an interactive and live chat room poker school for all partners, with significant rookie player pools. The school is offered to beginners and to those who wish to take their skills to the next level. The school is offered in English, German and Spanish

About the Author: Written for St Minver Ltd - White Label gaming operators

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