At the end of this summer a stir of surprise spreaded along the
gambling forums - several dozens of new casinos with Microgaming
software suddenly appeared. This software is one of the most expensive
(along with Cryptologic), it is used by only about 80 casinos, and the
new one usually appears not more often than once in a quarter. That is
why gamblers' surprise is quite natural...
It has turned out that all this is white label casinos by Casino
Share (relatively new casino with Microgaming software). So what is
white label? White label is a kind of a small branch of an existing
casino, which can be developed under its own name.
The system is as follows: software producer, RTG, Microgaming, or
Casino Village on Net type company, producing software for casino and
selling it to the clients, is on top. A supplier's software is generally
similar, the game set is almost the same, the financial central
processing unit is often common. Here the question about competition
appears concerning not only casinos from the different producers (here
the differences and, therefore, grounds for competition exist), but also
the same producer's casinos, where there are not so many ways to be
marked out. Methods of attracting the clients are various: some
advertise themselves online and offline, some organize great actions,
almost all use partnership programs. Some of the casinos make contracts
with a software supplier and get a permit for further multiplication of
the software. Such casinos open white label programs, where any person
interested may get "his own" casino. The scheme is usually as follows - a
partner pays a relatively small amount (several thousand, maximum
several tens of thousand dollars) and for this money gets a standard
site, software for clients' downloads, where the name and logo chosen by
a partner, not those of a parent casino, stand. Financial transactions
are made through the parent casino cashier, support services are
provided the same way. Customization and design, customer service,
player hosts, fraud control, web design and maintenance as well as
internal marketing. White label casino software producers provide
cheaper, fully serviced and managed gambling websites that leave the
owner or affiliate free to concentrate on marketing. Online bingo,
sportbook, poker room or casino operators enjoy all the benefits of
marketing online bingo or casino sites without having to manage
technical, business, licensing and operational infrastructure.The
initial instalment goes for casino customization, after that a partner
gives about 50% of the profit to the parent casino.
A question occurs: for whom is this scheme convenient and profitable?
It is rather profitable for a software supplier, as it sells the right
to create white label and casino customization services, increasing the
popularity of the software (although the risk of negative responses is
increased in case of problems), royalty is increased (software supplier
gets its interest in casino profits). A parent casino organizing white
label program also benefits. Although the right of creating white label
casino costs money, its considerable part is returned out of the
partner's initial payment, and then the casino opened begins to get
profits without marketing expenses (support service and processing
expenses remain, but they are much lower than 50% of the profit).
Hiç yorum yok:
Yorum Gönder