AI Behind the badge · Updated 17 Aug 2026
White label betting sites and how to spot sister sites
Two betting sites can look nothing alike and still be run by the same licensed company. Here is how to find out, and why it changes how you treat their offers.
Same stable
A new name can run on an established licence.
- quickbet.co.uk On our list
- allbritishcasino.com
- casinocasino.com
- funcasino.com
- hypercasino.com
- pubcasino.co.uk
- yeticasino.com
- betmgm.co.uk On our list
- 21.co.uk
- betuk.com
- leovegas.co.uk
- pinkcasino.co.uk
- slotboss.co.uk
What a white label betting site actually is
White label betting sites are brands that sit on top of somebody else’s machinery. One company holds the Gambling Commission licence and runs the platform: the odds feed, the bet slip, the cashier, the identity checks. Another business, or sometimes the same group under a different name, puts its own logo, colours and marketing on the front. To you it looks like a standalone bookmaker. On the register, it is one more domain on someone else’s licence.
The model is common among new bookmakers, because building a betting site from scratch is slow and expensive. Renting a proven platform lets a brand launch in months. That is not a problem in itself. It does mean that “new” often describes the logo rather than the company, and the company is what matters when something goes wrong.
It is also an area the regulator watches closely. The Gambling Commission has published concerns about white-label partnerships over the years, chiefly that a brand partner can end up taking British customers without the scrutiny a licence applicant would face. The practical lesson for you is simple: check that the domain is on a GB licence, whatever the brand says about itself.
Sister sites in our own data
Our operator records hold the licence holder for every operator we look at, and the overlaps are easy to see once you line them up.
| Brand | Licence holder (operator records) | Shares it with |
|---|---|---|
| Bet442 | Betable Limited | Other brands on the same licence |
| Betano | BV Gaming Limited | Parimatch |
| Parimatch | BV Gaming Limited | Betano |
| QuickBet | L & L Europe Limited | 6 other domains on the register, all casino brands |
| BetMGM | LeoVegas Gaming PLC | 5 other domains on the register |
Betano and Parimatch are the clearest pair. Both offer £30 in football free bets for a £10 qualifying bet on football at evens or bigger. Different names, different histories (Betano has been online since 2018, Parimatch since 2000), same licence holder and near identical offer mechanics. On the register both domains carry the status White Label under BV Gaming Limited, and bet442.co.uk carries the same status under Betable Limited. That is what a shared platform looks like from the outside.
QuickBet is a different shape. L & L Europe Limited lists quickbet.co.uk next to allbritishcasino.com, casinocasino.com, funcasino.com, hypercasino.com, pubcasino.co.uk and yeticasino.com. So QuickBet is a new betting site from a company that already runs a stable of casino sites. Knowing that tells you something useful: the cashier and verification process have been running for a while, even though the betting brand is young.
Why sister sites matter for welcome offers
Most sign-up offers say “new customers only”. The question is new to what: the brand, or the company behind it? Terms vary, and some groups treat a person who already holds an account on one brand as an existing customer of all of them. If that applies, a second welcome offer may be refused, or worse, credited and then voided at withdrawal.
There is a quieter point too. When two sister sites run the same offer, comparing them gives you nothing new. Betano and Parimatch carrying near identical free bet terms means picking between them comes down to the brand, the app and the stated payout window, not the bonus. Our shortlist of new betting site offers lists the full terms side by side so you can see these overlaps.
Complaints, limits and self-exclusion
Your contract is with the licence holder, not the logo. If you have a dispute, the company named in the terms is the one you complain to, and the one that has to refer you to an alternative dispute resolution service such as IBAS if the complaint is not settled within 8 weeks. Write down the licence holder’s name when you open an account; it saves a search later.
Deposit limits and account restrictions can also travel across sister brands, or not, depending on how the platform is set up. If you have been limited on one site, do not be surprised if a sister brand applies the same view of your account.
Identity checks often travel too. If a sister brand already verified your age and address, a new account on the shared platform may go through faster, or it may ask for the same documents again. Either is normal. What is not normal is a sister site asking you to verify through a different company name from the one in its terms, and that is worth querying before you send anything.
For self-exclusion, do not rely on a brand-level setting. GamStop covers every GB-licensed online operator in one step, sister sites included, and that is the dependable route if you want a break.
How to spot a white label in two minutes
- Read the footer and note the licence holder’s company name.
- Search that name on the Gambling Commission public register.
- Open the list of domains on the licence and see what else sits there.
- Compare the welcome offer terms of any sister brand you already use.
- Check our new bookmakers tracker for recent licences and the domains listed against them.
We also note the licence holder for every site we score, as described on how we rate new betting sites. Whether a brand runs on a shared platform does not move it up or down our rankings. Whether its domain is on the register does.
If you want the sites that clear those checks without doing the legwork, our list of the best new betting sites starts with the debutants.
Need to talk to someone?
National Gambling Helpline. Free, confidential, 24 hours a day.
Tools every UK licensed bookmaker must offer:
- Deposit limits
- Time-outs
- Reality checks
- Self-exclusion and GamStop
What is a white label betting site?
It is a betting brand that runs on another company's platform and, in many cases, under that company's licence. The brand handles the look and the marketing; the platform provider handles the betting engine, payments and often compliance.
How do I find out who runs a betting site?
The licence holder's name is in the site footer and the terms and conditions. Search that name on the Gambling Commission's public register to see every domain it lists. Our new bookmakers tracker shows the domains behind recent licences.
Are white label betting sites legal in the UK?
Yes, as long as the company taking your bets holds a Gambling Commission licence that covers that domain. The Commission has raised concerns about white-label arrangements, so the licence check matters more here, not less.
Can I claim the welcome offer on two sister sites?
Read both sets of terms first. Some groups treat customers across their brands as one, and a second sign-up offer can be refused or voided. If the terms are unclear, ask customer support in writing before you deposit.
Who do I complain to about a white label betting site?
To the licence holder named in the terms, through the site's own complaints process. If it is not resolved within 8 weeks, you can take it to the dispute resolution service that licence holder uses, such as IBAS.
Does self-exclusion on one site cover its sister sites?
GamStop covers every GB-licensed online operator at once, so it is the dependable option. A self-exclusion set directly on one brand may or may not extend to sister sites, so check with the operator rather than assume.
Are Betano and Parimatch the same company?
Both name BV Gaming Limited as licence holder, and the Gambling Commission register lists betano.co.uk and parimatch.co.uk under that account as White Label domains. They are separate brands, but the same licensed company stands behind them.
