A white-label sportsbook is a delivery model for software, presentation, and agreed support. It is not a licence, and a brand on the screen does not make it one. Sirplay supplies B2B software for licensed operators. Permission to offer betting stays with a named entity in named markets. A statement of work cannot rewrite that.
A delivery model is not a permission to take bets
Calling a build white label describes how the software is shaped and handed over. It does not name the company that is allowed to offer betting, and it does not move a licence from one legal entity to another.
Sirplay was founded in 2011 and has spent 15+ years building software for licensed operators. It works with 130+ clients in 22 countries, across LatAm, Europe, and Asia. That is a supplier footprint, not a right to accept a stake. The catalogue includes 30,000+ games, and the Sportsbook carries 100,000+ live events a month, 150,000 pre-match events, and 80+ sports. Sirplay holds 9 licences and 4 certifications, with GLI and BMM testing and an ISO/IEC 27001 programme. Those facts do not grant a licence to every brand on the platform.
Two shapes can wear your logo. Turnkey means Sirplay templates, your brand, your colours, and your domain, in about 10 working days once the brand and the markets are defined. White label means a build customised to the client specification, with time set by that customisation. The licence is never inside those 10 days.
After the signature, write down who holds the licence
After signature, the useful record is the name on the permission, the markets it covers, and the notice period if that holder changes. A software schedule does not answer those points for you.
The practical Machiavelli test ignores job titles. Ask who can still act when the relationship is under strain: who holds the licence, who may change prices, who can take the domain offline, and who can refuse a player export. If those answers sit with different companies, the contract should say so before any launch date is discussed.
| Question | Write this down before signature |
|---|---|
| Licence | Legal entity, markets, and what can suspend it |
| Odds | Sirplay trading service, or your team with Nash AI |
| Domain | Registrar, DNS, hosting, and who may close it |
| Player export | Format, timing, and who authorises the file |
| Go-live | Turnkey or white label scope, never the licence |
Ask for the legal name, any public reference, the products and territories, and what would suspend the permission. KYC stays with the operator where the licence requires it. Software can store records. It cannot create a licence for an unlicensed brand, and this page is not a route around a regulator. If the holder sells, loses the permission, or leaves a market, the two contracts should match.
Who is allowed to change the odds
Odds move only when a named party is allowed to move them. That party can be a Sirplay trading service, or it can be your own desk working inside limits you set and can still override.
Sirplay sportsbook software exists so that choice is written down. Trading and risk can be a Sirplay service, with hours and escalation in the order. Or your team can run the sportsbook with Nash AI. Price and staff those models separately, even if the customer pages look alike.
What Nash AI will and will not do
Nash AI applies the limits the team has set. It keeps an audit log, and it allows a manual override. It does not promise results, and it is for the sportsbook only. The contract should name who remains accountable for prices. If Sirplay carries the trading work instead, that service needs its own limits and contacts. Someone must still be allowed to suspend a market. The width of the book does not appoint that person.
Keep history and payments apart. Sirplay has offered a crypto sportsbook since 2017. Web3 wallets have been available since 2021. Both stay inside the operator licence and KYC. A wallet does not move the permission, and it is not a reason to thin checks.
Who can close the domain, and who can export players
A domain can be closed by whoever controls the registrar, the DNS, and the hosting account. A player list can leave only if the contract states the format, the timing, and the person who authorises the export.
Name the entity that owns the domain, who holds the registrar login, who can change DNS, and how a mistaken suspension is reversed. For players, name the fields, the file format, the days allowed, and whose written authority releases the file.
- Registrar, DNS, and hosting, with the owner of each login in the contract.
- Brand assets, and whether you keep them if the software agreement ends.
- Player export: fields, format, timing, and who may approve the file.
- Odds history and the Nash AI audit log, where your team uses that tool.
- Bonus rules in the bonus engine you specified, not rules invented in the last week.
None of this is a way to leave a market unseen. KYC records stay under the licence and the privacy rules on the operator. Export is a handover to the entitled party, not a quiet copy. The about Sirplay page is the supplier record: B2B software since 2011 for licensed operators, not a stand-in for your permission.
What trade press has reported, without the folklore
Recent trade press does not ban a compliant white label sportsbook. It does show that partner checks, supplier exits, and the wording of sponsorship rules belong in the same folder as your contract.
On 16 July 2026, iGB says UK unlicensed-sponsorship rules appear to leave compliant white-label agreements standing. iGB also reported the TGP Europe case: partner checks failed, the penalty was reported as [DA VERIFICARE: £3.3 million], and the licence was surrendered. That reported case is not a verdict on every white label agreement, and it is not used here as an attack.
SBC News, on 16 May 2025, reported that partner sites stopped taking UK customers. SBC News, on 20 February 2026, reported that Aristocrat was leaving its UK and EU white-label business, with revenue of [DA VERIFICARE: about $36 million] and [DA VERIFICARE: negligible profit]. These are published accounts of supplier choices, not a judgement on every brand, not a forecast about Sirplay, and not an attack on the firms named.
What a buyer can do with the reports
Use the reports as continuity questions. If a partner’s permission, prices, or staff sit under the sportsbook, write the exit before you need it: domain, odds desk, open bets, and player export. Ask your counsel how sponsorship rules apply. Do not ask a vendor for a way around an authority. A thin reported profit only raises the question of whether that service is core for the supplier. It says nothing about your margin.
Ten working days, a longer custom build, and a demo that holds no slot
Turnkey timing starts when the brand and the markets are defined, and it covers templates, colours, and the domain. It never includes the licence, and a white label calendar depends on the custom work.
With the brand and the markets defined, turnkey is about 10 working days of Sirplay templates, your brand, your colours, and your domain. White label time follows the customisation in the client specification. Extra markets, payments, or languages move that date. The licence is never inside those 10 days.
Sirplay can arrange a demo within 24 hours so you can see which shape you are buying. Test the four answers: licence holder, odds authority, domain control, and player export. A slogan is not ready to sign.
Send the demo request when you want the model set against your markets. The form does not reserve a slot. Bring the contract questions, and keep the licence timeline away from the software days.
No. White label describes delivery and the degree of customisation. A licence is permission granted to a legal entity for stated products and markets. Sirplay provides B2B software for licensed operators. Keep that permission on its own track, outside the turnkey window of about 10 working days. GLI, BMM, and ISO/IEC 27001 are supplier facts, not your licence.
Name it in the contract. Trading and risk can be a Sirplay service. Or your team can run the sportsbook with Nash AI. Nash AI applies the team limits, keeps an audit log, and allows a manual override. It does not promise results, and it is for the sportsbook only.
No. About 10 working days begins once the brand and the markets are defined. It covers Sirplay templates, your brand, your colours, and your domain. The licence is never inside those 10 days. White label time depends on the customisation. A demo can be shown within 24 hours, and the form does not reserve a slot.
Only if the contract says so. Record the fields, the format, the timing, and who may authorise the export. Also record who owns the domain, who can change DNS, and who can close it. KYC material stays under the licence and the operator privacy duties. An export is a handover, not a way to avoid a regulator.
Bring four questions: who holds the licence, who may change odds, who can close the domain, and who can export players. Name the markets in LatAm, Europe, or Asia, and whether you want turnkey templates or a white label build. A demo can be shown within 24 hours. The form does not reserve a slot.
