White label sports betting
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The third party provider may provide many of the same things they would to a white label but critically here it is the brand that is responsible for the customer and funds not the platform. Many licensed sites use third-party platforms as it is an efficient way to run a sportsbook for smaller companies, some of the most common for sports are SB Tech , Kambi and BetConstruct. Many sites that start off as white labels and survive evolve to a point where they then get their own UKGC license and set up on their own using a third party platform.
Feeds Only The final level on offer is one that sees certain feeds being used by the operator rather than the full range of options. It might be that they use a third party platform provider for stats, for example, or a specific product such as eSports or Virtual Sports. Some of the bigger companies commonly use feeds, they often have their own platform, traders, etc. A common provider of feeds is OpenBet , who operate services for some of the biggest bookies, such as Coral, William Hill and Betfair.
Why Build A White Label? The obvious question is why anyone want to use a white label in the first place. The answer, of course, is money. There are around million people around the world who use the internet to place bets. Sport takes place over four continents, with millions of competitors taking part in various events. With that in mind, online sports betting is becoming more and more popular and companies want to be involved in the conversation over winning some of that money.
Even if you spent years developing a website that could take bets and offer various markets, the technology moves so fast that it might soon be way behind the times. Far better to ask someone else to take care of the nitty gritty for you, especially if that someone happens to be at the forefront of the world of online betting and keeping up with the day-to-day developments. Frankly white labels are kind of like franchise models, you buy into the product and share the profits with the operator plus a fixed fee.
This is the budget end of the betting industry but because the white label operator runs a tons of sites in tandem with the same system it means the quality is still good. Making The Generic Into The Unique The very nature of a white label site is such that it runs the risk of being entirely generic. Instead what they do is provide each customer with pretty much the same skeleton and they are then able to add their own skins on top of it to personalise it. There are automatic personalisations that take place in the order, of course.
One bookie might have a focus on banking options whilst another will be all about how deep the markets are that are offered. You can have two sites provided by the same third-party operator that will appear fairly unique. Perhaps the menus will look similar and work in the same basic way, but they may have a totally different focus or offer totally different services from one another and will have their own branding.
It all depends largely on the operator itself. If you look at two Progress Play white labels side by side it is obvious they are the same site, but as you climb the ladder and move away from white labels to licensed sites with thrid-party software you begin to see more individual characteristics.
SB Tech for example are one of the best at this. If you only want a sportsbook then that will be cheaper than if you also want a casino and bingo option, as an example. This is the budget end of the industry so you might expect a lot of brands might fail. It effectively provides users with a way to try out a load of brands in a generally safer way than if each brand started up with their own license. Still, white labels have been dropping away even more than usual in recent years and this is thanks largely due to the higher taxes in the UK now combined with tighter regulations around customer funds, verification and advertising — all mixed in with more and more competition and changing attitudes in general to gambling.
Operators have, in fact, been fined millions in the last few years for breaking rules around checking sources of funds and ensuring safe gambling. This has caused many white label operators to start to pull white labels or even pull the service all together.
It highlights a clear issue between operators, who hold the responsibilities, and brands, who manage marketing and things like VIP clients. In an age of responsible gambling these two worlds are becoming incompatible leading to several companies leaving the UK or closing their business to customer services, EveryMatrix exited the UK white label market in following failings and others have reduced their number of brands.

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