What Is a White Label and Why Should You Care?

The term “white label” refers to a product that is made by one company and sold to other companies. Those companies, in turn, sell that product as if they had made it themselves.

The phrase can be traced back to the days of vinyl records. Back then, artists would distribute their new music to DJs and nightclubs inside a plain white sleeve ahead of the record’s official distribution. The purpose in those days was to gauge the level of interest in the artist’s new music. With any luck, it would also generate some buzz.

These days, though, if you’ve been struggling as an entrepreneur, a white label product could be your doorway to success.


What Is a White Label Product?

White label products are often consumer goods or electronics, mass-produced by one company in order to be sold by other companies. However, these products can also be digital. For example, you could invest in a white label product and use it on a website that belongs to you. In return for your investment, you would be freed of having to create the technology and build the infrastructure yourself.

In other words, the big plus is that as an entrepreneur you can focus on what you do best—business and marketing—while the provider does all the heavy lifting.

It sounds complicated, but it isn’t. White labeling is the process of taking a ready, unbranded product, then repackaging it and selling it as your own. It’s incredibly common in digital industries. And it’s a made-in-heaven solution for those who find focusing on backend issues such as operations and technological workings either beyond their capability, too time-consuming, or too expensive.

An Example of a White Label Digital Product

With a white label digital product, businesses or individuals whose primary strengths are front-end related—that is, marketing, branding, customer acquisition, and retention—can focus their time doing what they do best.

For instance, many gaming sites are based on white label digital products, as evidenced in New Zealand by the rise of review sites dedicated to the gaming industry.

While this kind of business is not for everyone, white labeling makes it easier to break into this kind of digital market. There are some big players in the field such as Playtech, so finding a provider is not all that difficult. Of course, you’ll have to get licensed and pay the required fees, but your provider will guide you through that process.

Neither will you have to worry about payments and back-end support. That’s because your provider will have already built in the infrastructure for accepting online payments. Risk management, fraud detection and prevention, and more will all be provided by your provider. Additionally, every piece of the customer support process is provided as a part of the package.

The Big White Label Providers

Playtech is the biggest operator in the white label gaming field. Established in 1999, their games are legendary in the online gaming world.  Another heavy hitter is Realtime Gaming. Though not quite as a big as Playtech, they are incredibly popular and offer an excellent white label service. Last but not least is Tain. The least well known of the 3, Tain has been around since 1999. Tain has a proven reputation as a white label provider.