SoftGamings alternatives: aggregation, white label and what you own

SoftGamings, based in Riga, has been supplying casino operators since 2008 with a large game aggregation platform and packaged white-label and turnkey casino solutions. It is a well-established route in for a new brand, and the aggregation is a sensible way to get a broad catalogue from one integration. This article is for operators asking a longer-horizon question: once the brand works, what does the package cost, and what do you own?

We compete with them, so read this as one more opinion to check against your own due diligence, not as a verdict.

White label, turnkey, own licence: what you actually own

The three packaging models sound like a spectrum of price and effort. They are really a spectrum of ownership. The table is the whole argument.

You own	White label	Turnkey	Own licence on an independent platform
Gaming licence	The provider's	Yours, or theirs to start	Yours
Player data	Processed under their licence; export by agreement	Yours, export terms vary	Yours, documented export
Payment contracts and MIDs	Theirs	Usually theirs at first	Yours
Studio contracts	Theirs	Theirs, via aggregation	Yours, alongside aggregation
Domain, brand, front end	Yours, on their templates	Yours	Yours
Cost of leaving	Highest: you start again	Medium: data and contracts move	Lowest: it was always yours

A white label is the right first step for many brands. It becomes the wrong place to still be in year three, when the brand has a player base worth protecting and a margin worth defending.

Aggregation economics, plainly

Every aggregated game carries two layers of revenue share: the studio's and the aggregator's. Under a white label there is a third layer for the licence and platform. None of these is unreasonable on its own. Stacked, they decide your margin. Ask for the per-hundred-euros waterfall in writing: of €100 GGR on an aggregated title, how much reaches you after studio share, aggregation share, platform share and tax. Then ask what changes when your top five studios are contracted directly. We cover the mechanics in casino game aggregators compared.

What to compare if you are considering a move

1. The path from white label to your own licence

If you are on a white label today, the first alternative to compare is not another white label. It is getting your own licence and moving to a platform that runs on it. Ask any platform you evaluate whether they have taken a brand through that transition before, and what happened to open bonuses, partially verified players and self-exclusions. What a casino licence actually requires sets out the licensing side.

2. Payments in your name

Merchant accounts in your name mean your approval rates, your decline data and your negotiating position. Ask who holds the MIDs, whether cascading across acquirers is available, and what the deposit approval rate is by BIN country for brands like yours.

3. Bonus engine depth

Packaged solutions tend to offer packaged promotions. Rebuild your own welcome package, cashback cycle and free-spin campaigns yourself in a trial account. If it takes a ticket, it will always take a ticket.

4. Data export, in a format you can read

Ask for a sample export: players, wallets, transactions, bonus history, KYC artefacts, affiliate attribution. Documented, dated, in the contract.

5. Engagement and BI

Retention on casino is journeys, not blasts: failed deposit, abandoned sign-up, dormancy, big win. Ask whether triggers like those are native or a third-party integration, and whether provider-level reporting arrives in seconds or tomorrow. See WhatsApp and SMS for casino retention.

Who SoftGamings tends to suit

New brands that want a broad catalogue and a fast, packaged launch under someone else's licence, and operators who prefer one vendor for aggregation and platform. If you are at that stage, it is a reasonable place to start. If your brand has outgrown the package, the comparison worth making is against owning the stack.

Where BetCode fits, and where it does not

Stated plainly, because it saves everyone time.

• We are casino only. No sportsbook. If sports betting is the core of your business, we are not your platform and we will say so on the first call.
• We do not run consumer brands. There is no in-house casino of ours competing with yours or looking at your player data.
• Your contracts stay yours. Studios and payment providers can be contracted in your name, and we run alongside direct deals you already hold.
• Migration is routine. Players, wallets, KYC status and open bonuses move as part of the launch, with reconciliation at cutover.
• Shorter line to a decision. Smaller supplier, so a roadmap request reaches the people building the product the same week.

What is included: player account management and back office, aggregation across 20+ game providers, payments with cascading and crypto, KYC, a full bonus engine, real-time BI, affiliate tracking, and WhatsApp, SMS and email engagement with 24/7 AI-assisted support. The casino platform overview has the detail.

If you are on a white label or turnkey package and want to see what owning the stack would look like, tell us your monthly GGR, your markets and your top ten studios, and we will give you the waterfall and the migration plan. The sequence is in how casino platform migration works.

Questions we get asked