The vast majority of new online casinos are not totally new. They are what is known as ‘white labels’. A white label platform is a company that buys in a large selection of games, obtains gambling licenses from different regulators, sets up systems to process payments for a gambling operator and leases out all of these services to companies that want to run an online casino. This means that, other than the visual design of the website, casinos running on the same white label platform will be largely the same. Almost all new casinos start out as white labels. That being the case one of the first things that makes a good new casino is operating on a white label platform that already has an established reputation for fair treatment of players and fast payouts. With a good white label platform provider behind them the new casino owner then needs to make sure that they provide interesting and enticing promotional campaigns that will be attractive to potential new players. Not all white label providers allow flexibility in this respect. Some white labels use cookie cutter templates for their bonuses and hundreds of casinos will have the same or extremely similar bonuses.
The best platform providers allow more flexibility and as such their clients will offer more interesting and unique sign-up and welcome bonuses.
Online casinos also need to provide top quality customer service if they are to retain a player’s loyalty. This again is frequently down to the white label platform provider as most offer centralised Customer Service and Live Chat. We make it our business to know which white labels offer the best support and test their response times twice a year. And of course game selection is hugely important to a great online casino. If a casino does not have a large selection of online slots from leading software providers such as Microgaming, NetEnt, Playtech, and Novamatic they are going to attract less players and start off life with a significant disadvantage. These big name providers ensure that not only do players get the most exciting and attractive games, but that they can be secure knowing that the games they are playing are some of the most thoroughly audited in the industry.