In the summer of the year 2007 on the western free online gambling forums there was a new item for discussion - some dozens of new casinos with software from Microgaming have suddenly opened. In general this software is one of the most expensive ones (along with Cryptologic), it is used by about 80 casinos, and a new casino usually appears as often as once a quarter. In general, surprise of players can be understood...
It has appeared to be so, that it all is white label casinos from CasinoShare (rather new casino with Microgaming software). What is white label? Usually it is used to denote the product having no trade mark of the manufacturer (that abstract "a simple detergent powder"). In a case with online casinos a situation is a little bit different; here white label is some kind of small branch of the existing casino which can be developed under its own name.
The system turns out to be following: above - the software manufacturer, the company of type RTG, Microgaming online casinos, Casino Village on Net which makes the software for a casino and sells it to its clients. The software from one supplier as a whole is identical; there is almost identical set of games, often general financial processor. Here there is a question of a competition and not only between a casino from different manufacturers - here there are differences, and there is to choose from, but also between a casino from one manufacturer where there is already less ways to be allocated. Methods of attraction of clients are different - someone is advertised himself in online and offline, someone carries out loud actions, almost everything is used actively by partner programs. Well, and some casinos sign up the contract with the supplier of a software and receive the permission to further "reproduction" of a software. Such casinos open white label programs where any interested person can receive its own casino. The scheme is usually following - the partner pays rather small sum (some thousand, a maximum of ten thousand dollars) and for this money receives the standardized site, software for downloading by clients where already there is a name and not the logo of the very parental casino, but those which the partner has chosen. Financial transactions go through the cashier of a parent casino; support service is also represented. The initial payment goes on customization of a casino and after that the partner gives an order of 50 % of profit to a parent casino.
There is a question – for whom such scheme is favorable and convenient? To the supplier of a software it is favorable enough - they sell the right to creation of white label and services on customization of casino, popularity of the software raises (though risks of negative responses in case of problems increase), the royalty increases (the supplier of a software receives the small percent from casino profit). To the parent casino which has organized white label program it is quite good too. Yes, the right of creation of white label casino costs money, but their considerable part casino wins back for the account of initial payment from partners, and then the casino starts to receive profit, without bearing marketing expenses (there are expenses for a support service and processing, but they much less than 50 % of profit). The partners willing to acquire white label casino, always exist. In the given situation they bear all the risks: whether they can untwist the casino and justify the put money? But on the other hand, such scheme is also convenient. They can receive good software for small percent of its full cost, they have the minimum organizational expenses – they should not receive the licenses, organize processing and support service, solve questions with servers etc. It turns out, that with the minimum investments the partner receives a good casino and starts to promote his own brand. Yes, he receives only 50 % from profit, but simply in partner programs he would receive only 30-40 %, and would promote another's brand. And so, if affairs will go well it will be possible to redeem further software completely or favorably to sell a popular brand with base of players. Quite a good variant turns out for the beginning businessmen, ready to put ten thousand, but not millions dollars in the casino.
All the organizers of white label casino feel not bad (though players risk to a greater or lesser extent), and what? And here to players here it is not so sweet. First, usually the user can have the account or receive bonuses only in one of a casino parent or white label. But partner casinos, naturally, do not wish to mention about a parent casino and other competitors, therefore often players learn, that they have just wasted time and traffic in vain, only after they got already registered or even made the deposit. Secondly, risks of the player increase: the new participant of mutual relations is introduced - the owner of white label casino, the chain is extended at resolution of problems, there are risks for players in case of problems in couple the parent-partner casino.
How to distinguish white label a casino? To make it is uneasy, rare on a site it is possible to find any information on a parent casino (though some casinos pass instructions on a parent casino in the text of a site or on pictures, for example, reports on payments). White label is usually given out by the support phone – it is same, as well as at a parent casino (though some casinos do not put the reference to the parental casino). The poorest casinos cannot change standard design of a site. Besides, it is possible to visit a site of the manufacturer of a software - there white label casinos are not specified. Well or simply take advantage of the search, many sites give the list of casinos with certain software and usually do not list white labels.
So, it turns out, that white label casino (and also poker-rooms or bookmakers) is quite a good variant for beginning businessmen of an average hand who wish to have the decent casino, but are not ready to put in much. And here to players such casinos are already not the best variant - it is not deadly, but risks are higher, it is better to play in a parent casino.