What's new in white label casinos

White label casino marketing is a concept that’s a bit more advanced than typical online casino affiliate marketing. After all, it’s a chance for online entrepreneurs to not only market online casinos, but actually create their own.
Why white label casinos?
With white label software — also called turnkey casino software — you’re not just marketing another online casino brand, you’re building (and marketing) your own online casino or poker room. Or, more accurately, you’re renting casino or poker software and re-branding it as your own.
But if you’re an affiliate marketer, why would you want to do that?
Control. The casino or poker room is yours, so you have more control over the product you market. But, since it’s re-branded, and since it’s essentially a new room on an existing platform, you still aren’t going to have absolute control. But still, you should have enough control to market it to your particular desires.
Flexibility. A subset of control: Since this is your casino, you’re free to market and promote it as you see fit. You also have the flexibility to offer the games you want, giving you more niche power.
Branding. Since most white label casinos are re-branded versions of existing casinos, players on one network will also be on yours. That means, as the CasinoAffiliatePrograms.com glossary helpfully points out, that “affiliates aren’t entirely responsible for filling their casino.”
Why not white label casinos?
“If most of your advertising is to be done offline, then white label would be more suitable,” advises CAP member Splinterfree at the Casino Affiliate Programs Forum. “Otherwise, portals are a safer bet where you don’t need to worry about anything except for driving traffic.”
And that’s a great point. Before you consider getting into the white label casino business, realize that it’s much more effort — and liability — than simply marketing other companies’ online casinos.
In other words, white label casino building is basically for advanced affiliates who are looking for new areas for revenue and branding growth — usually after already creating and marketing successful online casino portals.
Taking the plunge
Okay, now let’s say that you know all that, and you still want to start a white label casino. There’s good news: White label casinos have come a long way in the past few years.
Today’s typical turnkey casino partner not only provides you with the software and games you need to build your own online casino, but also handles a lot of the day-to-day admin stuff, like:
•    Website design, customization, and maintenance
•    Customer service
•    Fraud control and security
•    Payment processing and banking options
•    Marketing services
•    Admin services, from the basic to the advanced
Generally, then, white label casino providers compete to offer you all the services you need to run and market an online casino with minimal effort and investment.
Of course, if the phrase “minimal effort and investment” sets off warning bells in your head, you’ll want to remember that, in any business, you get what you pay for — and you may want to spend a bit of extra time researching those white label casino partners promising the moon, stars, and everything in between.
Be on the lookout …
Partnering with a white label casino is typically a much more in-depth process than your standard casino affiliate marketing sign-up. So, take extra care to read the terms and conditions fully and make sure you know just what you’re getting into.
Some casino white labels, for instance, have strict guidelines about referred traffic within certain periods of time (though this isn’t as bad as it used to be). Some demand you pay them a certain amount — which you probably shouldn’t do, unless you’re incredibly confident about that company and your ability to market it. Here’s an older CAP Forum discussion focusing on more white label casinos cons to look out for.
And remember, with white label casinos and poker rooms, you’re really just opening a new franchise on an existing network. And sites like Pokerator can help you determine the relative strength of those networks.
Questions? Comments?
So, what do you think? Clearly, there’s a lot more to starting a white label casino site than we’ve had room to cover here. (We’ve got some more info in this section.)
Have you had any experience marketing white label, turnkey, or re-branded casinos? Let us know in the comments and let’s see if we come together as a community and put together a list of the best white label casino programs out there.