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White label casinos explained: who is really behind the brand?

What a white label is, how to spot one in the Gambling Commission register, and why it matters for complaints and self-exclusion.

Many casino brands do not hold their own licence. They run as white labels under a licensed company that provides the platform and takes regulatory responsibility.

How to spot one

In the register, the domain is listed against the licensee with the status "White Label". In our list, Virgin Games and Genting Casino are examples.

Why it matters

  • Complaints: the licensee is responsible, and its ADR provider handles disputes.
  • Self-exclusion: excluding yourself on one brand may also apply to other brands on the same platform; GAMSTOP covers all of them.
  • Terms: brands on the same licence can still have different offers and terms.

Is a white label worse?

Not in itself. The same licence conditions apply. What matters is that you know which company is accountable.