Turnkey and white label delivery

One delivery with two names: what arrives, what stays yours, where the brand line falls, and when this is the wrong thing to buy.

What is delivered

One delivery, two words. Some of the industry calls this turnkey and some calls it white label; here they are the same engagement, and the page carries both terms so that whichever one you arrived with, you are in the right place. What arrives is four things:

  • A branded front end and lobbyThe player-facing site: design, branding, the lobby layout and the pages a player moves through. This is the part that does not exist on either of the other two routes, and it is the reason this delivery exists.
  • Content selection and state configurationWhich titles are enabled at launch, and the per-state registration, play and redemption settings, configured with you rather than handed to you as a blank form. The policy stays yours — we are doing the setting, not the deciding.
  • A marketing site and the domain liveThe public pages around the product, and the domain serving them. Distinct from the product itself and often forgotten in a plan until the week it is needed.
  • Go-live support and a handoverSomebody on our side through launch week, then a handover to your team with what they need to run it. The handover is the point — a delivery that leaves you dependent on us for ordinary changes has not finished.

Underneath all of it is the managed platform, unchanged. Same ledger, same redemption engine, same answer to every question on the capability table. This is a delivery option, not a third product.

What you still own

  • The player relationshipYour brand, your domain, your customers. A delivered front end does not make them ours; it makes them yours faster.
  • Every commercial decisionCoin package pricing, promotional offers, redemption thresholds and holds, which states you open and when. We configure them with you at launch and you change them afterwards.
  • Acquiring, legal, marketing and verificationUnchanged by packaging, on every route. This is the sentence a buyer choosing a delivery to avoid that work most needs to read.
  • The decision to leaveThe front-end code is licensed rather than transferred, so leaving means replacing it — but the brand, the domain, the player relationships and every policy decision are yours and go with you.

Where the brand line falls

Where the brand line falls, which is what the phrase white label is reaching for. A player sees your brand and only your brand: your name, your domain, your design, your support address. Ours appears nowhere in the player experience. What that phrase does not mean is that the software becomes yours — it means the software is invisible. Those two are routinely conflated in this category, and the difference matters at exactly one moment: the end of a term.

So, plainly: the front-end code is licensed, not transferred. It is ours, and you run on it for the life of the engagement. A source handover can be negotiated separately — it is not the default and it is not free. We publish that because it is the first question a serious buyer asks and the last one most vendors answer.

How a delivery runs

  1. Scope

    What the brand is, which states, which content, and what already exists on your side. The output is a written scope, because a delivery without one becomes an argument later.

  2. Build and configure in parallel

    The front end is built while the platform is configured — the ledger, the coin packages, the state rules, the redemption policy values. These do not have to be sequential and treating them as though they are is how a delivery loses a month.

  3. Your own work, on your own clock

    Counsel, the acquiring conversation, and your official rules run alongside, and none of them is ours. This is the part of the timeline we do not control and the part that most often sets the date.

  4. Review and go live

    You review the brand and the lobby against the scope, we go live together, and somebody on our side is present through launch week.

  5. Handover

    Your team gets what it needs to run the thing without us for ordinary changes. A delivery that skips this is a dependency, not a launch.

A delivery runs to the same window as any other managed launch, and the same two things set the date: legal readiness and payment onboarding, not the build. Typical launch is 4 to 6 weeks, and most of the variance is on your side rather than ours.

What it does not include

Mandatory reading, and shorter to say than to discover. None of the following is in a delivery, and none of it is in any other package either.

  • Your acquiring, and the reserve behind itThe merchant account is in your name on every route including this one. Nothing about a delivered launch shortens the underwriting queue.where this is documented
  • LegalCounsel's opinion on your structure and your official rules. We configure what you decide; we do not decide it.where this is documented
  • Marketing and acquisitionThe marketing site is built. What goes on it, and everything spent driving traffic to it, is yours.
  • Identity verificationYour provider, your check, on every route. The platform enforces the gate; it does not perform the check.where this is documented
  • The front-end code, as an assetLicensed for the life of the engagement. A source handover is negotiable and separate.

Is this the right fit

Both columns are the same length on purpose. A page that concludes everyone should buy the thing it describes is a brochure.

This is a good fit if

  • You have a brand and a market and no engineering team, and buying one to build a lobby is the wrong first hire.
  • You want the front end to be somebody's job rather than everybody's, and you would rather spend the first quarter on traffic than on a build.
  • You are comfortable licensing the front end rather than owning it, and you understand what that means at the end of a term.
  • You have already started the acquiring conversation, or you are ready to start it this week.

This is the wrong buy if

  • You want to own the front-end code outright from day one. Ask about the handover, but do not buy this expecting it.
  • You already run a platform with a player ledger. You are buying something you have, and the API integration is the cheaper and better answer.
  • You are choosing a delivery to avoid the payments and legal work. It does not avoid them, and finding that out after signature is the worst version of this conversation.
  • You want the launch to move faster than underwriting will allow. Nothing in a delivery shortens that queue, and a plan that assumes otherwise fails in week six.
  • Your brand and content decisions are not made yet. A delivery moves as fast as the decisions feeding it, and an unscoped one stalls in review.

If the right-hand column describes you, say so on the call and we will point you at the route that fits — usually the API integration if you already run a platform, or the managed platform without the delivery if you have a designer and an opinion.

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Reviewed . Corrections are made visibly rather than silently.

Choosing between the two products rather than between the words? White label, turnkey, or API sets out what the category's vocabulary is and is not doing.