Jerry Land of popular software provider and B2C powerhouse SkillOnNet, discusses what makes a good white label casino, the rise in affiliates opening their own casinos and why the company has recently opened an office in Malta

I believe you have just opened an office in Malta, how does Malta fit in with the SkillOnNet B2B strategy?

The online casino business has matured since Malta first became a major hub in the Industry. Its importance is still as strong as ever but what we are seeing now is a new wave of passion for the business which is driving increased innovation and we want to be part of it.

As a company involved in providing both white label turnkey services and a range of top B2C casinos, SkillOnNet opening a Malta office was a logical step in surrounding ourselves with the right talent, the right affiliates and the right stakeholders to grow our own business organically.

Why is your white label service so popular?

All good software providers have basically the same to offer. The games, the processing, the CRM, retention and Support. The only difference is how well you do them and we think we are the best.

So there are a lot of reasons we are so successful but to focus on the two most important ones, I would say

We have been running our own casinos for over 11 years and potential White Label customers already see that success and our experience. In the old days having your own casinos was seen as competition but nowadays because of the risks involved having your own successful online casinos has quite the opposite effect. Who else is better to guide you through the launch and help overcome obstacles if not someone who has been there before?

The second reason is our understanding of the commercial deal that needs to be in place for a white label to succeed and to grow into something special. What's the point of getting agreement on commercial terms when they will put the new start up under pressure from day one with no respite until they give up and go home?

Our deals are the right ones so new and existing customers feel comfortable to go for the business plan they set up for themselves.

The lines between affiliate and casino Operator are a lot more blurred now, why are so many affiliates becoming Operators?

Owning your own online casino is a dream for many affiliates. For years they see it as the next step up the ladder and, as the affiliate business has been consolidating a lot quicker then we all thought, it provides another reason for an affiliate to find something else to do in the Industry with his expertise especially, if in the future, all the traffic acquisition is going to be controlled by just a few big Players in the market.

As you have white label casinos and you also run an affiliate platform what are the Pitfalls for an affiliate when switching over to be a casino owner?

We have seen many of our affiliate customers become casino operators over the past few years and not all have been successful. Owning and operating a casino can be a risky business and one thing for sure is true, if you don't have enough money to invest it's going to be a tough ride.

Just because you can send 300 players to 20 casinos a month it doesn't mean you can send them to your own casino and make the same revenue. Opening a new casino must be treated the same way as opening any new business venture but for some reason a lot of affiliates believe they can do it with their own traffic alone.

Because of our B2C business, SkillOnNet is well placed to give the right advice. We know all the facets of running a successful casino and if we see that potential new casino owners have the right backing and the right investment we are exactly the right company to make their Dreams come true.