Definition

White-Label Sportsbook Software: A complete, ready-to-deploy sportsbook platform provided by a B2B technology company that the operator rebrands with their own logo, colours, domain, and marketing identity. The underlying technology, data feeds, trading engine, and back-office systems are shared infrastructure managed by the provider, while the customer-facing experience appears to be the operator's own product.

How It Works

The white-label model operates on a shared infrastructure principle. The platform provider maintains the core technology stack — sportsbook engine, odds compilation, risk management, payment gateway integrations, CRM, and compliance tools. The operator receives a branded front-end (website and/or mobile app) configured with their visual identity, a back-office login to manage players, view reports, and configure promotions, access to the provider's full sports content and market catalogue, and payment processing through the provider's established gateway connections.

The operator's primary responsibilities are brand development, customer acquisition (marketing and affiliates), customer support, and regulatory licensing in their target jurisdictions. The technology, trading, and operational infrastructure is the provider's responsibility.

White-Label vs API Integration vs Turnkey

These three models represent different points on the build-versus-buy spectrum. A white-label solution provides a complete branded platform with minimal technical involvement from the operator. An API integration provides the sportsbook engine and data, but the operator builds their own front-end and manages their own infrastructure. A turnkey solution falls between the two — a fully managed platform with more customisation options than white-label but less technical responsibility than API.

The choice depends on the operator's technical capability, time-to-market requirements, budget, and long-term strategic vision. White-label suits operators who want to launch quickly with minimal technical investment. API integration suits operators with development teams who want full control over the user experience.

Revenue Model

White-label arrangements typically use a revenue-share model where the operator pays the provider a percentage of net gaming revenue (GGR), usually ranging from 20% to 50% depending on the provider, the volume, and the services included. Some providers charge a fixed monthly platform fee plus a lower revenue share. The operator retains the remainder of GGR after deducting the provider's share, payment processing costs, and marketing expenses.

What to Evaluate

When selecting a white-label sportsbook provider, operators should assess sports and market coverage (how many sports, leagues, and market types are available), in-play betting capabilities (live event coverage and odds update speed), customisation depth (how much can the operator modify the UI, UX, and feature set), payment provider options (which deposit and withdrawal methods are pre-integrated), regulatory support (does the provider hold licences that cover the operator's target markets), and exit provisions (can the operator migrate to an API integration or another provider without losing player data).

MicroBee's White-Label and API Solutions

MicroBee offers both white-label and API integration models, allowing operators to start with a branded white-label deployment and transition to a deeper API integration as their technical capabilities and business scale grow. Both models are backed by MGA and UKGC licensing, 150,000+ pre-match events, 30,000+ live in-play events, and 12 years of B2B platform experience serving 300+ operators.

Related Reading

• How to Launch a Successful Sports Betting Platform in 2026

• Sports Betting Platform Cost: Complete Breakdown and Hidden Fees Guide