White-label casinos: why the brand you see and the licence holder can be different

What a white label is

A white-label or turnkey casino is a ready-made gambling site. The platform supplier provides the games, the player accounts, the payments and often the licence. The brand owner adds a name, a logo and marketing. In 2019–20 Britain’s Gambling Commission counted “over 700 white label partners within the industry”^[5].

Regulators do not ban the model, but they put the responsibility on the licence holder. The Gambling Commission says failures to control third parties “can result in regulatory action including suspension or the loss of the operating licence”^[1]. It found white-label set-ups where an operator could not monitor a customer’s spending across its brands. One customer opened 14 accounts across one operator’s sites and lost £209,000 before being detected^[5].

How many brands can share one licence

No regulator document we read sets a limit. Brands add domains to a licence for a fee: €250 per domain in Curaçao and €500 per extra consumer domain in Anjouan^[6][7]. On the Anjouan register, one licence holder lists 63 domains, and a single licence covers eight differently named casinos^[8]. Anjouan even has a licence type called “b2c, b2b & whitelabeling”, held by 22 companies^[8].

The old Curaçao master licence system was a white label at the licence level. Each sublicensee received a “non-exclusive right” to run its own site under the master’s licence^[9]. Our guide to Curaçao master licences and why they ended explains what replaced it.

What we saw in our own checks

Maxim88 and 96M share a platform. Their sites load settings files with the same structure and images from the same content-delivery domain, and both point their “Curaçao licence” link at license-gamingcuracao.com, a domain nobody has registered^[2][3][4]. 96M’s terms also contain another brand’s name, “Indocash”, in one clause^[10]. Shared technology does not prove shared ownership, and neither site names the company behind it.

The practical risk is that a licence, a seal or a set of terms belongs to one brand on a platform and is displayed by another. Curaçao’s regulator says a seal certificate showing a different domain from the one you are on means the site “should be considered unauthorized or fraudulent”^[11].

How to check a brand that may be a white label

1. Find the company named as operator in the footer and the terms, not just the brand.
2. Look that company up on the regulator’s register, and check that the domain you are on is covered^[12][13].
3. Click the seal and confirm it validates for this exact domain^[11][14].
4. Read the terms for the contracting company. If the terms name a different brand or no company at all, you cannot tell who you would be dealing with.

None of these steps makes an offshore site lawful to use from Malaysia^[15]. They only tell you how much accountability exists. Our full guide to checking a licence claim goes regulator by regulator.