Choosing Between White Label and Independent Casino Sites

Choosing Between White Label & Independent Casino Sites

When it comes to finding somewhere new to spend your casino betting money you might want to consider whether to sign up with an independent casino or one of the many white label sites licensed in the UK. 

In this article the writers at All Slot Sites, one of the UK’s leading reviewers of online casinos, outline the distinctions between the two to help you make an informed choice based on your own preferences. 

What Is A White Label Casino? 

White labels run on a simple business model where a licensed casino operator supplies the license, the games, the cashier and customer support whilst a site owner focuses on marketing the brand to bring customers through the door. 

Popular white label casino providers in the UK include White Hat Gaming, Aspire Global, Skill on Net, Jumpman Gaming and Progress Play. 

As a rule, the experience at all casinos provided by each provider will be similar because they run on the same platform. 

What Is An Independent Casino?

Independent casino sites are those that run on a unique platform built exclusively for one site. An example would be Casumo, run by Casumo Services Limited, or MrQ, run by Lindar Media. 

Which Is Better? A White Label or an Independent Casino?

At first glance it may be hard to distinguish between a white label and an independent casino. Much of what is different is in the business set up and the technical spec behind the scenes that may not directly affect you as a player. 

However, we have identified some typical distinctions in the player experience that will help you choose between the two. Ultimately which you go for will depend on your own tastes.

Website and User Experience

White Label Casinos – casinos on the same platform will often have a very similar look and feel, chosen from a small number of design templates and with less investment in the overall brand identity. Whilst they may be less attractive as a result, some punters enjoy the familiarity of playing at sites that they know their way around.

Independent Casinos – with more investment behind them will have a unique brand identity, website design and functionality. New sites will have the latest technologies and typically offer a better user experience. 

Game Catalogue

White Label Casinos – usually stick to offering the most popular slots and live tables from the biggest game providers but leave out some of the smaller, more niche ones. Some have only limited choice with less than 500 games. 

Independent Casinos – typically have a wider choice of games from more providers including smaller niche studios, and even exclusive games developed specifically for their players. A few offer games in demo mode too.

Bonuses and Loyalty Promotions

White Label Casinos – the welcome offers are usually very similar across each site on the platform, and the loyalty programs for regular customers are often identical. Promotions may be infrequent and less creative. 

Independent Casinos – operators will seek to distinguish themselves from the competition with uniquely-styled and generous casino welcome bonuses and more rewarding loyalty programs. Integrated features like slots races with leaderboards appear at some independent sites. 

Cashier Services  

White Label Casinos – offer the most popular payment services like Visa and Paypal but fewer niche services like pay by phone or smaller e-Wallets. Some, like Aspire Global, charge up to 3.1% for deposits. 

Independent Casinos – biggest casinos offer a wide choice of payment services including less popular options like Apple Pay, MuchBetter and EcoPayz. Typically, lower minimum deposits – some as low as £5 – and no charges for transactions. 

Customer Support

White Label Casinos – usually one support centre services all sites on one white label platform so it can feel impersonal, and staff may be less friendly. Some provide only on email support, with no live chat or phone. 

Independent Casinos – personal services usually delivered on live chat and phone. Support centres usually open 24/7 365 days a year. 

Trust, Reliability and Reputation 

White Label Casinos – as long as the platform provider carries a UK license then they should be trustworthy. Most white label providers are well-established global businesses with licenses in multiple regulated territories.

Independent Casinos – again, provided they are UK-licensed then they should be safe to play with. Beware though that new sites can go under in a competitive market. Terms and conditions will specify whether your balance has been ringfenced in case of insolvency.

Conclusion – How Does The Experience Differ? 

Which you prefer – white label or independent – is a personal choice. White labels are more cheap and cheerful, but they do offer familiarity and the security of playing with well-established platform providers with a wealth of experience in the industry. On the other hand, independent sites will typically offer something unique, with more sophisticated website and game features, and often more rewarding and flexible loyalty programs. 

Wherever you choose to play, play responsibly. 


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