So, you’re thinking about starting your own online casino brand. You will have 3 different options: White Label (buy a ready-made casino brand, and simply rebrand), Turnkey (essentially a whole package ready to launch, but you can customize it), or Custom (made just for you, brand new software). Each model functions in its own unique way in relation to cost, launch timeframe, amount of control, and ownership.
In this article, we will explain how each model works, show you the costs and setup times, provide pros and cons, and even compare them in a handy table. By the end, you’ll know which business model fits your style, whether you’re in a hurry, on a budget, or dreaming big.
When you choose a White Label solution, it is like renting a fully furnished apartment for your casino. You receive an online casino system that is prebuilt and ready to go using your brand. The software provider does almost every operation: games and gaming providers, payment integration, licensing, customer support and site upkeep. The operator only acts as an online marker and is responsible for managing players. This means that you avoid all the technical headaches. White-label casinos allow you to “skip lengthy development times” and launch a casino much faster. In short, a White Label solution is for operators who are seeking a branded casino with minimal costs and effort.
| Pros | Cons |
| Fast launch: Casinos can be live in weeks. | Limited control: Only minor branding changes, no major feature edits. |
| Low initial cost: Provider handles development. | Provider dependency: Game selection and updates rely on the provider’s schedule |
| Licensing & compliance included: Fully managed setup. | Revenue share model: around 6–8% of game revenue goes to the provider |
| Ongoing updates & support: security and maintenance handled. | No software ownership: you’re essentially renting the platform |
| Focus on branding & marketing: less technical workload | Customization limits: Can’t add unique features or big innovations |
A Turnkey solution is similar to buying a modular home kit that is already set up for you. A ready-made online casino system, the provider sets up everything from start to finish, and far more than a white-label casino. The Turnkey platforms supply the casino software, the game content, the payment systems, the customer support tools and even the license setup, everything you need to operate a casino. The difference is that you will own and manage the brand and many of the settings. You will choose which games you offer; you can select your marketing tools, and you can reconfigure the site. The provider will still deliver the baseline platform, maintain the software, and help with the licensing.
| Pros | Cons |
| Greater flexibility – you can tailor the platform to match your vision (choose games, tweak site, manage promos) | Higher startup cost than white-label |
| You own the license and platform, giving you more control long-term | More responsibility for tech: routine maintenance, updates, and customer service fall partly on your team |
| Provider handles the heavy lifting of tech and assists with licensing paperwork | Adding extra features or third-party integrations can be tricky and may require developers |
Faster market entry than custom while still gaining many of its benefits. | Requires some regulatory knowledge, since the license is usually in your name. Revenue-share or licensing fees may still apply (though smaller than white-label). |
A Custom solution is for when off-the-shelf won't work for you. It means building your casino software from the ground up to fit your precise business model. This is like commissioning a custom-built mansion, versus buying a current one. Every feature, from the look and feel of the front-end to custom game mechanics, is made specifically for you. You are not limited by what a provider has already built. So, the platform can be whatever you want it to be.
| Pros | Cons |
| Maximum flexibility: You can build exactly what your business needs. | High risk and effort: You can bear all costs: development, licensing, servers, etc. |
| Unique features: Add anything you want, from a new game idea to crypto integration. | Expensive and time-consuming: Development can stretch over many months, and budgets often exceed. |
| Full ownership: You control every line of code and every feature, making your casino truly unique. | Project management load: You must handle coding, testing, payments, compliance, customer support, and more. |
| Licensing freedom: Choose your preferred jurisdiction, which can be a legal advantage. | Costly mistakes: Errors in coding or licensing can result in major setbacks. |
| 100% revenue retention: No revenue-share with a platform provider; you keep all profits. | Not beginner-friendly: For small budgets or first-time operators, this path is usually too daunting. |
Selecting the model for your casino business is based on your target budget and goals. The white label solution is ideal when you want a quick and easy launch with the lowest barrier to launch, perfect for a beginner. The turnkey solution offers you a bit more freedom to customize your games and design, but still offers the back-end support from the provider. The custom model is reserved for larger casino operators with a larger budget who want full control and want to offer unique features for their customers.
In short, white label is the fastest, turnkey is the most flexible, and custom is fully customized. Quantum Gaming offers all three solutions, zero setup fees, and 6–8% game rates and can help you select the best process for you based on your vision of your casino.
| Feature | White Label | Turnkey | Custom |
| Time to Launch | Quick (~4 weeks) | Moderate (months) | Long (many months) |
| Upfront Cost | Low (often $0 setup, revenue share) | Medium (larger license/development fee) | High (full development costs) |
| Customization | Very limited (branding only) | Moderate (many configurable features) | Full (build anything) |
| Licensing | Provider handles (built-in) | Operator holds (provider assists) | Operator obtains (in-house) |
| Ownership | You own brand; software owned by provider | You own brand and license, own platform | You own everything (code, license) |
| Revenue Model | Revenue share (6–8% of games) | Licensing fee or share (varies) | 100% revenue (no share) |
The best online casino business model really depends on your vision and resources. White Label is the quickest and lowest cost option of the three models, while the Turnkey option provides the greatest flexibility and speed for options of the model, and Custom provides total control but is best suited for those with larger budgets and at least 6 months' timeline for the operation establishment.
Do you want to start a casino? Join Quantum Gaming today and select the business model that works for your goal (zero set up fees or consultancy) with expert support.
What is the best business model for launching an online casino?
The best model depends on the goals of the new online casino. For novices looking at speed of operation and time to launch, a White Label model is ideal. A Turnkey solution is more flexible and provides more control, and Custom solutions are designed for experienced operators, with more resources, who want 100% ownership.
What is the price of launching an online casino?
It can be confusing; depending on your project model the costs vary, White Label is the cheapest with typically no setup costs (but revenue share costs), Turnkey has some start up budget with licensing costs and some customization costs for the online casino during the project stage, and Custom builds are the most expensive (hundreds of thousands to millions in dollars).
Which model allows the fastest launch of an online casino?
White Label casinos usually take the shortest time to launch (4 weeks is common). Turnkey solutions generally take between 1 - 3 months, and custom solutions are often completed in several months to a year, depending on each online casino's complexity.
Do I need a license to operate an online casino?
Yes. In the case of a White Label online casino the provider will have the license for all operations. In Turnkey, while you are typically the license holder, the provider will handle the application process. If you select a Custom solution then you will have to apply for the license and will also be responsible for maintaining it.
