Choosing the Right Platform for Your Sportsbook: A Guide to Proprietary Software and White-Label Solutions

Starting a sportsbook business is a complex process that requires careful planning and consideration. One of the most important decisions you’ll make is choosing a sportsbook software. In this article, we’ll take a look at the different options available, including proprietary software and white-label solutions, and examine the pros and cons of each.

Proprietary Software

Proprietary software is a platform that is developed and owned by a specific company. Some examples of companies that develop proprietary software are OpenBet, Amelco and Kambi. These platforms can be highly customizable and offer a wide range of features, but they also come with a higher cost of entry.

One of the main benefits of proprietary sportsbook software is that it allows you to have complete control over the user experience. You can design the platform to suit your specific needs and preferences, and you have the flexibility to make changes as needed.

However, proprietary software also has some downside. One of the biggest is the cost. Developing a proprietary sportsbook platform can be expensive, and it may not be a feasible option for most sportsbook operators.

White-Label Solutions

White-label sportsbook solutions are platforms that are developed and owned by a third-party company. These platforms can be customized to fit the needs of the operator, and they typically come with a lower cost of entry. Some examples of white-label providers are SBTech and Upgaming.

One of the main benefits of white-label solutions is the cost. Since the sportsbook platform is already developed, you don’t need to invest in the initial development costs. This can be a major advantage for smaller sportsbook operators as well as for experienced ones, who may not want to spend extra resources to develop a proprietary platform.

Another benefit of white-label solutions is that they are typically easier to set up and launch. The platform is already developed, so you don’t need to spend a lot of time and resources on development.

A white-label provider such as Upgaming can offer a lot of flexibility in terms of customization and integration, and can also provide a wide range of features and functionalities.

However, one of the downsides of white-label solutions is that you have less control over the user experience. The platform is developed by a third-party company, so you’ll need to work within the constraints of their design and features.

Making Your Decision

When choosing a platform for your sportsbook, it’s important to consider your budget, the user experience you want to provide and your level of expertise.

If you have the resources and the desire to create a custom platform that perfectly meets your needs, then proprietary software may be the right choice for you.

On the other hand, if you’re looking for a more cost-effective solution that’s easy to set up and launch, then white-label solutions such as Upgaming may be a better option.

In any case, it’s important to do your research and carefully consider all of the options available before making a final decision.


Choosing the right platform for your sportsbook is a critical decision that can have a major impact on the success of your business. It’s important to carefully consider your options, including proprietary software and white-label solutions, and to choose the one that best meets your needs and budget.

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