# Turnkey vs white-label iGaming platforms: which one should you choose?

Every new sportsbook or casino brand faces the same first decision: launch on a provider's licence and operations, or run the business yourself on your own licence. This guide explains the two main models, a third option that is often overlooked, and how to choose.

## The short answer

A white-label platform lets you launch under your own brand on the provider's licence and operations. It is the fastest and lightest route to market.

A turnkey platform gives you the complete technology to run the business on your own licence, with full control over risk, payments, bonuses and operations. A third route, API integration, adds individual products such as a sportsbook or casino to a platform you already run.

## Licensing

With white-label, the provider's licence covers the operation and your brand runs as its partner. You avoid the time and cost of applying for a licence, but you depend on the provider's licence and its rules.

With turnkey you hold the licence yourself. It takes longer and costs more up front, but you own the business outright and can enter markets that require a local licence.

## Control and customisation

White-label brands usually control design, content, promotions, languages and payment methods. Risk management, trading and compliance are typically handled by the provider.

Turnkey operators control everything: margins and betting limits, bonus rules, CRM journeys, payment routing, KYC flows and every back-office setting.

## Time to market and cost

A white-label launch is measured in weeks once your brand assets and payment methods are ready, and is usually priced as a revenue share.

A turnkey launch depends mostly on your licence. Expect a set-up fee, licence and compliance costs and your own operations team — in exchange for higher margins over time.

## Which model fits you?

Use these rules of thumb:

- Choose white-label to test a new market, launch a new brand quickly or keep the team small.
- Choose turnkey if you already hold a licence, plan to scale across several markets or want full control of risk and payments.
- Choose API integration if you already run a platform and only need a sportsbook, casino, exchange or data feed.

## How Maatgaming does it

Maatgaming offers all three models on the same technology: sportsbook, betting exchange and casino on one wallet, with payments, CRM and back office. White-label brands launch on our licensed set-up (Curaçao, MGA, Antigua); turnkey and API partners run on their own licence. Many operators start with white-label and move to turnkey as they grow — without changing platform.

## FAQ

### Is white-label cheaper than turnkey?

Up front, yes: there is no licence application and little set-up cost. Over time a turnkey operation usually keeps a higher share of revenue.

### Can we move from white-label to turnkey later?

Yes, if the provider offers both on the same platform. Your players, data and brand stay; only the licence and operating model change.

### Do we need our own payment providers?

Not with white-label, where the provider's cashier is included. Turnkey operators usually add their own payment providers alongside the platform's.

Published 2026-10-23 by Maatgaming.

---
Source: https://maatgaming.com/eninsights/turnkey-vs-white-label · Maatgaming · 2026-10-27