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What You Didn't Know About Online Casinos

Online gambling has increased exponentially over the last several years and more and more players are joining the internet gambling communities. When choosing an online casino or online gaming and gambling, many players immediately go for the names they trust. Popular Web sites that have high consumer trust can often win out over other online casinos simply because of brand recognition (aka name recognition).

What the majority of players don’t understand is that many of these trusted Web sites use third party services to maintain some of the gambling and other labor-intensive portions of their Web sites. Businesses like St Minver are known as “white label” businesses—and don’t worry you aren’t supposed to recognize the company’s name. White label businesses are best known for the products that don’t carry their label or logo. Some online casinos or online gambling sites are actual sites that are run by a company like St Minver, but the consumer or player only sees the skins put over the Web site to give the site a different company’s brand.

St Minver works with businesses like Yahoo! Games, Telefonica, Virgin Games, and lastminute.com to name a few. An example of how these businesses operate can be seen with Yahoo! Games. Yahoo! contracts St Minver to brand a number of different online games and correlating Web sites. Once the sites and games are built, St Minver develops the marketing plan and then dresses the site (skins) to look like a Yahoo! Web page.

Leigh Nissim, Managing Director at St. Minver, explains the process. "If [businesses] want to provide things like holiday booking engines and job boards, they can increasingly go to another company to provide an unbranded out-of-the-box - otherwise known as 'white label' - solution. We put a skin round it to make it feel and look like Yahoo!, although in reality it's a third-party service.” As to how the players actually use these third party online casinos and gaming sites, Nissim continues, "the customer actually deposits their cash and plays the games with St Minver, but it's all via the host brand. We also look after issues like fraud, security, customer service, financial risk, payouts and chat management."

A benefit of using Web sites run by companies like St Minver: pooling, or liquidity—a higher volume of players attracts more players.