White-label casinos: who runs whose brand
A white-label casino is a gambling site that one company runs for another company's brand. In our data, 13 platform companies run 253 white-label sites. The biggest are Jumpman Gaming (106), ProgressPlay (83) and White Hat Gaming (21).
What is a white-label casino?
A white-label casino is a gambling site that one company runs for another company's brand. The brand owner brings the name, the logo and the marketing. The platform company brings the licence, the games, the payments, the player accounts and the support team.
The brand owner is often a marketing company, a media company or a famous name. It does not need its own gambling licence, because the platform company holds the licence and runs the site.
On UltimateOwner we call the platform company the operator of a white-label site. We do not count a white-label site as a brand that the operator owns. We count it apart, as a site it runs for a partner.
Who runs white-label casinos
7 companies run five or more white-label sites in our data. The count of white-label sites is the same number as on each owner page. One brand on several country domains counts once.
| Platform company | White-label sites | Own brands | Examples |
|---|---|---|---|
| Jumpman Gaming | 106 | 20 | 123 Spins, 24Spin, Amigo Slots, Barbados Bingo and 102 more |
| ProgressPlay | 83 | 20 | 21LuckyBet, 777 Bet (UK, 777bet.casino), 777 Tigers, Acedbet and 79 more |
| White Hat Gaming | 21 | 14 | 21 Casino, 247Bet, Barz, Blackjack City and 17 more |
| Broadway Gaming Group | 13 | 81 | At The Bingo, BJ's Bingo, Brit Bingo, Game Nation and 9 more |
| SkillOnNet | 6 | 68 | SlotStars, Swift Casino, Megacasinos (ES), Slingocasino (ES) and 2 more |
| Anakatech Interactive | 5 | 3 | BetCrown, BetLegend, BetNero, Neptune Play and 1 more |
| VBET (Vivaro) | 5 | 4 | ArrowBet, BrotherBets, Dafabet UK, Highbet and 1 more |
| Playtech plc | 4 | 0 | Fabulous Bingo, Fabulous Vegas, Sun Bingo, Sun Vegas |
| BetVictor | 3 | 3 | Betano UK, Heart Bingo, Smooth Spins |
| Grace Media | 3 | 8 | Chelsea Palace, Fruity Wins, Red Spins |
| Solaya Group Limited | 2 | 5 | Jazzy Cat, Zebra Bingo |
| LiveScore Group | 1 | 1 | Virgin Bet |
| Super Group (SGHC) | 1 | 19 | Hippodrome Online |
In our data, all 253 white-label sites with a known licensed company run under a company of the platform group, not of the brand owner. That company holds the licence.
How to spot a white-label site
- Read the footer of the site. It names the company that holds the licence. If that company runs many sites with different names, the site is probably a white label.
- Compare the terms. White-label sites of one platform often use the same terms, the same bonus rules and the same support pages.
- Search the licence register. A regulator's register lists every domain under one licence. A long list of unrelated names under one company is a sign of a white-label platform.
What it means for players
- The licence holder is responsible for the site. Complaints go to the company that holds the licence, not to the brand owner. If the company does not solve your complaint, use the complaint route of its regulator.
- A self-exclusion at one site may not cover the other sites of the same platform. Ask the support team which sites your self-exclusion covers. Do not assume that it covers all of them.
- A national self-exclusion scheme covers every site with that country's licence. Examples are GamStop in Great Britain and Spelpaus in Sweden. This is the safest way to block many sites at once.
- The terms, payment methods and withdrawal rules of white-label sites on one platform are often the same. Read them before you deposit.
Same platform, different owners
These pages compare a white-label site with a brand that the platform company owns.
- Are Genting Casino and SlotsMagic owned by the same company? No: SkillOnNet runs both sites, but Genting Casino is a white-label site owned by a partner.
- Are Betway and Hippodrome Online owned by the same company? No: Super Group (SGHC) runs both sites, but Hippodrome Online is a white-label site owned by a partner.
- Are GeckoPlay and SlotsMagic owned by the same company? No: SkillOnNet runs both sites, but GeckoPlay is a white-label site owned by a partner.
- Are Knight Slots and SlotsMagic owned by the same company? No: SkillOnNet runs both sites, but Knight Slots is a white-label site owned by a partner.
- Are Luna Casino and SlotsMagic owned by the same company? No: SkillOnNet runs both sites, but Luna Casino is a white-label site owned by a partner.
- Are Metal Casino and SlotsMagic owned by the same company? No: SkillOnNet runs both sites, but Metal Casino is a white-label site owned by a partner.
How we count
A site is a white-label site in our data when its source (a licence register, the site's own terms or the platform company's own list) shows that one company runs it for a partner's brand. The numbers on this page use the same counting rule as the owner pages: one brand on several country domains counts once.
Related: what a casino licence means · ownership changes · all guides.
Last checked 19 Oct 2026. How we check facts. Gambling can be addictive. Help: BeGambleAware, GamStop, Gamblers Anonymous.