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White Label Sportsbook Business: How to Start in 2024?


The sportsbook industry has undergone significant changes in recent times. Online sportsbooks have become increasingly prevalent. Mobile betting apps have also gained traction, allowing users to place bets anytime, anywhere. In many regions, there has been a notable trend towards the legalization and regulation of sports betting. All these have created new opportunities for operators. How to start a white label sportsbook business then? Let’s see!

What is White Label Sportsbook?

It is a prepared solution produced by a third-party provider that allows entrepreneurs or businesses to launch and operate their own online sports betting platform under their own branding. Such a solution presupposes white label sportsbook software that encompasses the entire inventory, features, and functionalities necessary to run a sportsbook operation:
  • Front-end interface,
  • Back-end management system,
  • Customization options,
  • Sports betting markets,
  • Odds management,
  • Payment processing integration,
  • Regulatory compliance,
  • Security features,
  • Etc.
White label sportsbook solutions can be launched quickly, allowing operators to enter the market and start generating earnings without extensive development or technical expertise. Besides, it is a cost-effective alternative, as operators can leverage existing software and infrastructure provided by the white label provider, thus reducing upfront investment and continuous maintenance costs.

How To Start White Label Sportsbook Business?

Launching a sportsbook business white-label is the easiest among the 3 options: white label, turnkey, and from scratch. Here is the plan:
  1. Research the market.
  2. Select a white-label sportsbook provider.
  3. Customize the white-label solution.
  4. Develop a marketing strategy.
  5. Plan a launch campaign.
  6. Monitor your performance.
Now in more detail about each step.

Step 1: Research market

Market research is a critical initial step. Scrutinize the latest trends, market dynamics, and emerging technologies that can influence the industry. Familiarize yourself with key players and what helps them thrive. Classify their strengths, weaknesses, market positioning, and unique selling points.

Also, determine your target markets. For that, you can use these criteria: geographical location, demographics, cultural preferences, age, etc. Interpret the potential demand for sports betting in each market and estimate competition.

Evaluate market potential by analyzing market data—historical betting volumes, gain projections, and growth forecasts—to weigh the potential size and profitability of your target markets. Look at population size, internet penetration, disposable income, and cultural attitudes towards gambling.

Check out for niche opportunities or underserved segments within the sports betting market that you can target with rare propositions. This could include niche sports, esports betting, live streaming, or innovative betting options. For more info about niches, read this article.

Step 2: Select white-label sportsbook provider

Reputation. Choose a reliable provider with a solid reputation. Search for established companies with a history of successful partnerships and satisfied clients. Investigate reviews, testimonials, and references.

Functionality. Evaluate the features your provider offers. Pay attention to user interface design, mobile compatibility, betting options, live streaming capabilities, in-play betting, and multi-language support. Ensure that the platform can accommodate the preferences of your target audience.

Customization. Look for a provider that offers customization options. This includes branding elements, color schemes, logo placement, and customizable betting markets. The ability to adapt the platform will help differentiate your sportsbook from competitors and boost brand recognition.

Payments. Gauge the provider’s payment processing capabilities. Ensure that it supports credit/debit cards, e-wallets, bank transfers, and cryptocurrencies. Verify the security measures that protect financial transactions and sensitive customer data.

Risks. Determine available risk management tools. Here come instruments for setting betting limits, monitoring betting patterns, detecting fraud, and managing liabilities.

License. Verify that your white-label provider operates under a valid gambling license and complies with regulatory requirements in your target jurisdictions. Ensure that the platform adheres to industry standards for player protection, responsible gambling, and anti-money laundering (AML) regulations.

Finance. Examine the pricing structure and fees. Calculate the initial setup costs, licensing fees, revenue-sharing arrangements, and any additional charges for customization or integration services. Compare the pricing plans of different providers.

Scalability. Choose a white-label provider that offers scalability. Confirm that the platform can handle increasing traffic volumes, expand to new markets, and integrate additional features or third-party services as needed.

Conditions. Review the contractual terms and conditions carefully. Go through contract duration, termination clauses, intellectual property rights, data ownership, and any restrictions or limitations imposed by the provider. Contact a legal specialist if necessary before signing an agreement.

Step 3: Customize white-label solution

Customizing a white-label sportsbook solution you stand out from the crowd. Incorporate your company logo, color scheme, and branding elements. Alter the layout, navigation menu, typography, and visual elements. Design a theme that matches your target audience and aligns with the sports betting experience you want to offer.

Determine which sports and events you want to offer. Adjust the types of bets available: moneyline, spread, over/under, parlays, and prop bets, to cater to different betting preferences. Adjust the odds for different markets based on factors like competitiveness, popularity, and risk management strategies.

Design enticing welcome bonuses, free bets, or deposit matches to engage new customers and incentivize them to sign up and make their first deposits. Arrange promotions, loyalty programs, and VIP schemes.

Offer multiple currency options for users in different regions. Integrate secure payment gateways that comply with industry standards for data encryption and PCI DSS (Payment Card Industry Data Security Standard) compliance.

Provide multilingual support to make your platform accessible for users from diverse linguistic backgrounds. Adapt the platform to reflect regional preferences, cultural nuances, and regulatory requirements in target markets.

Step 4: Develop marketing strategy

For that, you should:
  1. Specify your target audience on account of demographic factors (age, gender, location, income), psychographic traits (interests, values, lifestyle), and behavioral characteristics (betting habits, online activity).
  2. Set SMART marketing objectives (specific, measurable, achievable, relevant, and time-bound). Examples of marketing aims for your sportsbook: increasing brand awareness, acquiring new customers, boosting user engagement, driving income growth, etc.
  3. Gather insights into market trends, competitor strategies, customer preferences, and industry developments.
  4. Find out the uncommon features, benefits, or value propositions that set your sportsbook apart from competitors and resonate with your target audience. Emphasize your USP in your marketing communications to differentiate your brand and invite new customers.
  5. Select online and offline marketing channels that are most effective for reaching your target audience and achieving your marketing aspirations. Consider digital advertising (search ads, display ads, social media ads), content marketing (blog posts, videos, infographics), email marketing, influencer partnerships, affiliate marketing, and traditional advertising (TV, radio, print).
  6. Elaborate on high-quality, engaging content that educates, entertains, and inspires your target audience while showcasing the worth of your sportsbook platform.
  7. Optimize your website and content for search engines. Research keywords, optimize meta tags and descriptions, build backlinks from reputable sources, and regularly check and figure out SEO performance metrics.
  8. Track performance. Set up analytic mechanisms such as Google Analytics, Google Tag Manager, and social media analytics platforms. Analyze website traffic, user engagement, conversion rates, customer acquisition costs (CAC), return on investment (ROI), and other relevant metrics.
Step 6: Monitor your performance

Pinpoint the key metrics that align with your business mission and marketing goals. Common KPIs for sportsbook businesses include:
  • Customer Acquisition Cost (CAC),
  • Conversion rate,
  • Average Revenue Per User (ARPU),
  • Betting volume,
  • Profit margins,
  • Return on Investment (ROI),
  • Website traffic (visits, unique visitors),
  • User engagement metrics (time on site, page views per session, bounce rate),
  • Customer retention rate,
  • Customer Lifetime Value (CLV).
Create custom reports and dashboards to aggregate and visualize data from various sources. Utilize analytics dashboards, spreadsheets, and data visualization means to track KPIs, distinguish trends, and spot opportunities or areas for improvement.

Schedule regular performance reviews to assess the latest data and metrics, such as weekly, monthly, or quarterly reviews, depending on your business cycle and purposes. Inspect trends, patterns, and anomalies in performance metrics to understand what is driving changes and identify areas for optimization or intervention.

How Much Does It Cost?

The cost of starting a white-label sportsbook business can depend on the provider of your choice, the required level of customization, licensing fees, marketing expenses, and current operational costs.

The initial setup fee for a white-label sportsbook solution typically ranges from tens of thousands to hundreds of thousands of dollars. The final cost depends on the provider and the features included in the package.

Some providers may also charge ongoing monthly or annual licensing fees, which can vary based on the size of your customer base, the volume of transactions, and additional services or provided support.

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