How to Build Your Betting Platform Fast ā Rebrand & Resell
Want to launch a sportsbook in months (not years) without hiring an army of traders, engineers, and risk managers? White label providers give you a turnkey stack ā odds feed, PAM (Player Account Management), wallet, KYC, risk, hosting, even managed trading ā so you can focus on brand, acquisition, and retention. This guide compares the top platforms, explains pricing & compliance, and gives you a practical builderās playbook from RFP to go-live. š§°š
How White Label Sportsbooks Work?
Here is a quick primer.
- Core stack: Odds feed(s) + trading/risk + bet engine + settlement + PAM + cashier + KYC/AML + CMS + BI dashboards.
- Commercial models: Setup fee + monthly platform fee + either revenue share (% of GGR/NNR) or fixed fees per active user.
- Time to launch: 4ā16 weeks for templated skins; 3ā6 months for deeper UI/UX & market customizations.
- Regulatory posture: Some providers carry their license (you operate as brand/marketing partner). Others license the tech only (you secure local licenses).
š” Tip: Decide early whether you want license cover (operate under the providerās B2C license where permitted) or tech-only (you hold the license). This governs everything from KYC flows to payment rails and marketing permissions.
Top 10 Sportsbook White Label Providers (Operatorās Shortlist)
Below are widely adopted providers across Europe, LatAm, Africa, and parts of APAC. Each entry includes strengths, trade-offs, and best-fit scenarios. (Alphabetical.)
| Provider | Best For | Time to Launch | Commercial Model | Licensing Posture | Notable Strengths | Watchouts |
|---|---|---|---|---|---|---|
| Altenar | EU/LatAm operators needing robust trading | 6ā10 weeks | Setup + monthly + rev share | Tech-only & WL | Deep market coverage, strong MTS | Custom UI beyond widgets can extend timelines |
| EveryMatrix (OddsMatrix) | Modular enterprise builds | 8ā16 weeks | Modular fees + rev share | Tech-only | Rich APIs, casino/poker add-ons | Enterprise pricing; needs capable in-house ops |
| FSB | UK/Ireland & racing-heavy brands | 8ā12 weeks | Setup + monthly + rev share | Tech-only & WL | Horse racing, retail + online | Complexity if you need many geo variants |
| Kambi | Premium UX & risk outsourcing | 10ā16 weeks | Platform fees + rev share | Tech-only | Market depth, risk excellence | Less control over odds/risk strategy |
| NuxGame | Fast launch in emerging markets | 4ā8 weeks | Setup + monthly (flex) | WL & tech-only | Quick go-live, many PSPs | Template UI unless custom budget |
| Oddin.gg | Esports-first sportsbooks | 4ā8 weeks | SaaS + rev share | Tech-only | Low latency esports feeds | Niche if you need traditional sports breadth |
| Pronet Gaming | Africa/MENA localization | 6ā10 weeks | Setup + monthly + rev share | WL & tech-only | Agent systems, lite data usage | Advanced CRM may need add-ons |
| ProgressPlay | All-in-one WL (sports + casino) | 4ā6 weeks | WL rev share | WL (provider license in select GEOs) | Fastest route, bundled casino | Less flexibility in PSPs & UX |
| SBTech / DraftKings B2B* | High-spec enterprise | 12ā20+ weeks | Enterprise contracts | Tech-only | In-play depth, robustness | Enterprise sales cycles & costs |
| SoftGamings / BetRadar stack | Balanced mid-market solution | 6ā10 weeks | Setup + monthly + rev share | WL & tech-only | Quick integration, casino aggregation | Default front-end is āstandardā without custom work |
š Selector tip: If speed is king, choose WL models with ready licensing + cashier. If control is king, choose tech-only + your own license, accepting longer timelines.
Feature-by-Feature Comparison
| Feature | Essential? | Why It Matters | Reality Check |
|---|---|---|---|
| Managed Trading Services (MTS) | Yes (for most) | Outsource odds & risk so you focus on growth | Ask about liability limits, manual trader support & in-play coverage |
| Multi-feed Aggregation | Nice-to-have | Blend feeds (e.g., BetRadar, Sportradar, Genius) for depth | More feeds ā better unless your markets need it |
| PAM + CRM + Bonusing | Yes | Segmentation, journeys, bonusing, RFM, churn | Test real-life campaigns & bonus abuse tools |
| Payments & Cashier | Yes | Local APMs, instant payouts, reconciliations | Get a PSP matrix per GEO before you sign |
| KYC/AML & RG Suite | Yes | Safeguards and legal compliance | Verify providerās screening vendors + PEP/sanctions |
| CMS/Front-end Control | Yes | Own the brand experience | Confirm if you get headless APIs or just theme control |
| Retail + Agent Network | Depends | Critical for Africa/MENA omnichannel | Check offline settlement & device support |
| Esports | Growing | Young demos, 24/7 content | Latency, integrity controls matter |
Costs & Commercials (What Youāll Actually Pay)
- Setup: $15kā$200k+ (branding, domain, hosting, integrations, data fees).
- Monthly platform: $5kā$60k+ depending on scope, modules, SLAs.
- Revenue share: 10ā35% of GGR (or NGR). Higher rev share often means higher minimums.
- Data & streaming: $2kā$25k+/mo (sport coverage & rights add up quickly).
- PSP costs: MDR/transaction fees + rolling reserves in some GEOs.
- Ops headcount: CRM/bonusing, CS, fraud/KYC, VIP, marketing, compliance.
š Unit economics sanity check: Model GGR = stakes Ć hold. Then subtract promo cost, PSP fees, data fees, provider share, payroll. Aim for positive NGR within 6ā9 months at realistic CAC/LTV.
Builderās Guide: From RFP to Go-Live (90-Day Playbook)
| Phase | Weeks | Actions | Deliverables |
|---|---|---|---|
| 1) Scope & RFP | 1ā3 | Define GEOs, license path, sports/casino mix, RG/KYC policy, PSP needs, CRM must-haves | RFP doc + KPI targets (hold %, NGR, ARPU) |
| 2) Vendor Demos | 2ā4 | Shortlist 4ā6 vendors; demand sandbox access, CRM/bonus demo, payments matrix | Scorecard (features, SLA, commercials) |
| 3) Contracting | 2ā3 | Negotiate rev share tiers, data/streaming costs, exit & data ownership, SLAs | Signed MSA + implementation plan |
| 4) Build | 3ā6 | Branding, CMS, markets mapping, risk limits, bonus library, PSP onboarding | Stage site + UAT plan |
| 5) Compliance | Parallel | Policies (KYC/RG/AML), T&Cs, privacy, age-gate, self-exclusion, reporting | Compliance pack & test logs |
| 6) UAT & Soft Launch | 2ā3 | Load testing, edge cases (voids, partial payouts), PSP reconciliation, CS playbooks | Go-live approval & rollback plan |
š§Ŗ UAT must-dos: Settlement edge cases (dead-heat, Asian handicaps), cash-out timing, void rules, time-zone flips, daylight savings, combo bet rules, multiple wallet currencies, bonus abuse scenarios.
Regional Fit (2026 Snapshot)
| Region | What Matters | Provider Fit (Examples) |
|---|---|---|
| EU (regulated) | License mapping, RG depth, strong data coverage | Kambi, EveryMatrix, Altenar |
| UK & Ireland | Racing, retail integration, safer gambling | FSB, Kambi |
| LatAm | APMs, football depth, mobile-first | Altenar, NuxGame, SoftGamings |
| Africa | Agent network, low-bandwidth, USSD/SMS | Pronet Gaming, NuxGame |
| MENA | Localized languages, cashier flexibility | Pronet Gaming, SoftGamings |
| Esports vertical | Integrity + low latency data | Oddin.gg (+ mainstream via core vendor) |
Pros & Cons of White Label vs. Building Your Own
ā White Label / Tech-Partner Pros
- ā”ļø Speed to market, proven risk engines
- š¦ Bundled KYC/AML, cashier, CRM
- š§āš» Lower engineering headcount
- š Access to pre-integrated data feeds & APMs
ā ļø Cons
- šļø Less control over odds/trading philosophy
- šØ Template UI without custom budget
- š¤ Rev share obligations & minimum fees
- š Potential vendor lock-in
ā Build Your Own Pros
- š§ Full control of product & risk
- š Own all data models & IP
- š° Keep 100% of upside long-term
ā ļø Cons
- ā³ 12ā24 months to MVP
- š„ High fixed costs (dev, traders, compliance)
- š§© Complex vendor negotiations (feeds, streams, PSPs)
š« Common pitfalls: Underestimating data/streaming costs, ignoring bonus abuse & KYC friction, vague rev-share definitions (GGR vs NGR), and missing PSP coverage in your primary GEO.
Your RFP Checklist (Cut & Paste)
- GEO & License: Who holds the license? Markets permitted? RG/AML stack?
- Sports & Markets: Pre-match/in-play breadth, bet builder, cash-out, horse racing.
- MTS & Risk: Liability limits, manual trader coverage hours, player profiling.
- PAM/CRM: Segments, real-time events, journeys, bonus wallet logic, AML flags.
- Payments: Full PSP matrix (deposit & withdrawal), payout times, fees, reserves.
- Front-end: Headless APIs? Theme limits? SEO control? Localization (RTL, multi-currency).
- Data/Streams: Providers, latency, rights, monthly costs per sport.
- Reporting: GL exports, PSP reconciliation, regulatory reports, real-time dashboards.
- SLAs: Uptime, incident response, DDoS, RTO/RPO, support tiers.
- Commercials: Setup, monthly, rev share base (GGR/NGR), tiers, exit terms, source code escrow.
Monetization & Growth Levers (Beyond Launch)
- Hold optimization: Personalize limits, price boosts, and margin by segment.
- Cross-sell: Add casino/live casino & instant games for higher ARPU.
- Retention: Event-driven CRM (near-misses, cash-out prompts, VIP ladders).
- Localization: APMs, language, local sports priorities, culturally aligned promos.
- Fraud & RG: Device fingerprinting, velocity checks, self-exclusion syncs, affordability rules.
Who Should Choose Which Provider?
| Scenario | Good Fits | Why |
|---|---|---|
| New brand, need speed | NuxGame, ProgressPlay, SoftGamings | Templated UI, WL license options, quick cashier setup |
| Ambitious UX + deep control | EveryMatrix, Kambi | APIs, enterprise tooling, scale-ready |
| Racing + retail hybrid | FSB | Strong horsebook + shop integrations |
| LatAm football focus | Altenar, NuxGame | Local APMs + football markets & promos |
| Esports specialist | Oddin.gg (plus core book) | Low-latency esports trading & integrity |
| Africa agent networks | Pronet Gaming | Agent hierarchies, low-bandwidth tooling |
š§ Final pointer: Start with a lean country stack (1ā2 PSPs, core sports, minimal promos). Prove positive NGR ā then scale markets, feeds, and bonuses. Growing too fast is as risky as shipping too slow.
Disclaimer: This guide is for informational purposes only and not legal advice. Always verify local licensing requirements before operating or marketing a betting brand.
