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Independent · No gambling offered · 18+SearchSavedAdvertise
 Vol. I · No.
Casino Courant
Updated 18+Play responsibly
Markets
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What is B2B?

B2B (business to business) in gambling refers to companies that supply technology, games, data or services to operators rather than serving players directly.

B2B firms include game studios, platform providers, live casino suppliers, sports betting data and odds providers, payment processors, identity verification services and responsible gambling tools. They usually earn a share of operators' GGR or NGR, a fixed fee, or both.

Many regulated markets require B2B suppliers to hold their own licence or certificate, so that games and systems offered to local players are approved. The UK, Malta, the Netherlands and US states all license suppliers.

B2B companies are a large part of the industry's value, and mergers between suppliers are a frequent topic in industry news. Typical B2B revenue models include a revenue share on GGR or NGR, a flat licence fee, per-transaction charges for payments or verification, and set-up fees for integration. Suppliers' fortunes are therefore closely tied to the growth of their operator customers.

Related terms

B2CB2C (business to consumer) in gambling refers to operators that offer gambling products directly to players, such as online casinos, sportsbooks and land-based venues.Game providerA game provider is a company that designs and supplies casino games, such as slots, table games or live dealer products, to licensed operators.AggregatorAn aggregator is a B2B company that connects many game providers to operators through a single technical integration, letting operators offer large game libraries.White labelA white label is an arrangement in which a brand runs a gambling site using another company's licence, platform and operations, putting only its own branding and marketing on top.Turnkey solutionA turnkey solution is a complete, ready-made gambling platform supplied by a B2B provider, including software, games, payments and back office, which an operator can launch under its own licence.