Beneath the flashy banners and exciting storylines of online games and casinos is a complex, high-tech ecosystem. The operator often didn’t create this system themselves; they ‘rented’ it from B2B providers. These providers build the reliable foundation that B2C iGaming platforms are built on.

When you see a website of a B2C operator, you are really only seeing the tip of the iceberg. Hidden beneath it is a whole network of technological solutions that are essential for it to function.

Many operators themselves don’t create hundreds of slot machines; they get that content from third-party B2B providers.

What a player sees as a simple website is actually a complex platform, often provided as an “out-of-the-box” solution.

In addition, B2B providers are also responsible for security. They handle tasks like data protection and ensuring compliance with industry regulations.

Even the few operators who create their own platforms from scratch still work with B2B providers, like game aggregators.

Today, if you’re on the verge of launching your own iGaming business, you don’t just need tools — you need reliable partners. 

In this article, we’ll reveal exactly how B2B providers are driving the industry forward and making it much easier for future B2C operators to enter the market.

What Are B2B Solutions in the iGaming Sector?

In the online gambling industry, B2B solutions ensure the operation of a user-friendly service.

B2B solutions are like a city’s infrastructure. Without electricity, water supply, or roads, cafés, delivery services, and shops cannot function. The same applies to the online gambling space. 

Without B2B solutions, it’s impossible to imagine a stable casino or sportsbook operating online.

B2B providers create and maintain technology and compliance services that B2C operators such as online casinos, bookmakers, lotteries, and more rely on.

The primary aim of any B2B solution is to support a brand with platform providers, game content, payment systems, KYC/AML tools, CRM, and a back-office so that it can quickly launch in new markets, scale efficiently, and stay compliant with regulations.

From the value chain perspective, B2B is very different from the B2C segment.

B2B is involved at different stages. For example, during product creation a studio develops games, and then a tech provider connects the PAM (Player Account Management) and the rest of the infrastructure needed for further operation.

Then B2C takes over. The operator manages the product, runs marketing, and at the same time works with B2B tools like CRM or CDP. This cooperation delivers results: traffic comes in and is converted into registrations and deposits.

The more traffic there is, the greater the workload on support, VIP management, and payout disputes. The operator handles these, but through back-office consoles and case-management systems provided by B2B.

MGL works only in regulated markets, and for our example, we assume only a licensed operator. Holding a license requires regular reporting, and here B2B steps in again, helping collect the necessary data.

There are a few popular B2B formats:

• White-label: when you “rent” a licensed ready-made product and put it under your own brand. The speed of entering the market is the fastest possible.
• Turnkey: when you get a full technology stack and integrations under your own license, where you set up PSPs and content, manage the product, and own the infrastructure.
• API integration: you develop your own platform, connect PSPs yourself, handle marketing, obtain licenses, and so on.

Options like white-label and turnkey solutions reduce time-to-market and allow for scaling. When everything is already prepared, you don’t need to spend time on lengthy certifications and negotiations.

Key Types of B2B Providers in iGaming

Several types of B2B providers are involved in every step of the platform life, from building and licensing to launching, acquiring players, taking payments, staying compliant, keeping users engaged, and scaling into new markets. 

Here are all five:

Platform Providers

In simple terms, they supply the “operating system” for an online casino, sportsbook, or anything else. They give an operator the main system where players create accounts, deposit money, and play games.

They also include the back-office tools for the operator, like reports, customer management, bonus systems, and security. Without a platform, operators have games but no place to run them.

The main value of platform providers is that they let a brand launch faster and run safety at scale without building everything from scratch.

Providers like SoftSwiss and EveryMatrix function like Shopify for ecommerce, because they give operators a “store” framework to which operators then add their products and designs. 

Game Studios and Content Aggregators

Game studios make the actual games like slot games, roulette, blackjack, poker, and live dealer shows. They come up with the game concept, write the software, design the payout math, RTP and volatility, test fairness with RNG, and maintain the games.

Content aggregators are similar to how Netflix builds content for many producers but for the online gambling space. They gather games from many different studios into one package, so an operator integrates once and instantly gets access to hundreds or even thousands of games. 

There are several big-name game providers you’ve probably heard of: NetEnt, Play’n GO, Pragmatic Play, Evolution, BGaming. Among aggregators, well-known ones include SoftSwiss, EveryMatrix, Slotegrator, Relax Gaming and Pariplay.

For online casinos and sportsbooks, this is a “one-stop shop,” where instead of 100 separate contracts and integrations, they sign one agreement and make a single API connection.

Payment Solution Providers 

Without PSPs, online casinos and sportsbooks cannot be profitable for their owners. PSPs are companies that provide online gambling businesses with ready-made infrastructure for deposits and withdrawals.

Simply speaking, they are middlemen between users, online casinos, and payment systems. 

They accept deposits, make payouts, aggregate all payment methods popular in a specific region into one integration. PSPs have built-in KYC (Know Your Customer), AML (anti-money laundering), 3D secure systems, and monitor suspicious transactions.

With them it’s easier to comply with local laws. When a casino works directly with banks, it faces a huge number of problems: in which country it can accept deposits and withdraw money, checking player documents, since they transfer money directly to the casino’s account.

You’ve probably heard of popular PSPs, among them — Trustly, PaySafe, Nuvei, Skrill, MuchBetter, PayOp.

Compliance and Risks Tools

These tools help casinos and sportsbooks follow the regulator’s requirements in the jurisdiction they choose to operate. This can be a tool that checks user identities within KYC procedures. Or, it can be a part of the AML process. 

Here’s how it works in practice: when a user registers, a compliance tool connects and checks their passport through a KYC service. When a user deposits, a risk tool analyzes the transaction, checking if the card matches the IP, if there’s any history of fraud or chargebacks, and if the jurisdiction is legal.

Such tools are provided by SumSub, Jumio, Ondato, SEON, Ravelin, TruNarrative, Gamban, and BetBlocker.

Marketing and Affiliate Systems

These are B2B platforms and services which help online casinos and sportsbooks with acquisition, retention, affiliate management, and tracking and analytics.

If game aggregators provide games, PSPs provide payments, compliance tools ensure legality, then affiliate systems provide traffic and customers.

How B2B Technology Fuels Growth for iGaming Operators

When online gambling operators partner with B2B vendors, they save money and grow faster because they don’t have to build everything themselves. 

As many of you might know, developing your own games, payment systems, or platform is very expensive. By partnering with a B2B provider, you get a ready-made product that you can customize instead of building from scratch.

Secondly, vendors work with many clients, so the cost of servers, software updates, and maintenance is spread out across all operators. This ultimately makes it cheaper for each of them. 

The same goes for scaling. If an operator wants to add new games, they don’t need to build them; they can just integrate them, because vendors already have them.

Partnership with B2B providers gives faster entry into new markets. Some vendors can provide a complete localization package, including languages, currencies, and full compliance with local laws, so operators can expand globally with less effort. 

If an operator wants to enter, say, Brazil, they don’t spend months on adaptation. Instead, they need to find a vendor who has already developed a platform that works in Portuguese, with the Brazilian real and local payment methods. This reduces the time to enter a new market from years to a few weeks.

Even if an operator doesn’t have global ambitions, B2B providers can make their daily work easier.

Vendors offer not just a “tech box,” but a fully automated, reporting, and modular system.

Automation frees the team from routine tasks: the system processes payments, credits bonuses, and checks players for compliance with the rules.

Thanks to built-in reporting, an operator can see at any time which games make money, which bonus promotions work better, and where users are leaving.

A modular approach makes the platform flexible: you can start with a basic set, for example, only slot machines and payments, and then gradually add new elements like live casino, additional tools for betting, and so on.

This is the main advantage of B2B solutions for iGaming: they shorten the launch time.

Without B2B, the operator would have to build the system themselves, hire programmers and security specialists. This would mean many months and millions in costs. With a ready-made solution, a launch can happen in just two or three months, which is especially critical for startups.

Benefits of Working With B2B iGaming Providers

B2B partnerships are faster and cheaper than doing everything from scratch. That’s the most obvious benefit, but it’s far from the only one.

Here is the full list of advantages for operators:

Reduced Development Costs

The main value of partnering with a B2B provider is that the operator doesn’t have to reinvent everything. To develop your own platform from scratch, you need a strong team of programmers, testers, security specialists, and lawyers, in addition to millions of dollars in investment.

With a ready-made solution, such a team isn’t necessary, the platform provider has already solved all the development tasks.

Faster Market Entry

Savings are directly tied to another advantage: the speed of entering the market. If you build a product from scratch, its development can take a year or even longer. Then you need to obtain a license; this is not a fast process either.

A B2B platform lets you launch in just a few months: everything is ready, you only need to set up the design, brand, and connect the necessary games. This is especially important in the online gambling market, where speed plays a key role.

Simplified Legal and Technical Compliance

Product development is far from the end; it’s the starting point for launching an online gambling business. Gambling is strictly regulated: you need to verify users’ identities, store data correctly as required by the jurisdiction, and fight fraud. 

Without implementing these measures, operators won’t meet compliance requirements and, as a result, they will fail to obtain a license.

B2B solutions solve this problem. As a rule, the platform provider has already built these mechanisms into the product, and the operator gets a “secure wrapper” that meets the requirements of jurisdictions.

Centralized Access to Multiple Game Providers

If an operator partners with a game aggregator it takes a huge amount of work off their shoulders. 

In this case, the operator doesn’t need to make deals with each game developer separately, because they get access to many game providers at once. Instead of dozens of separate integrations, one connection is enough.

This is easier for the operator, and it’s what users expect when they come to your site: they want to see an almost endless collection of content, from slots to live games.

Enhanced Platform Security and Scalability

With a ready-made solution, it’s easy to scale and maintain a high level of security. When the customer base grows, the platform handles the load: new servers are added, security systems are strengthened, and local payment methods are integrated. 

All this happens centrally, without the operator needing to spend effort building a complex IT infrastructure.

Challenges in the B2B iGaming Space

B2B online gambling isn’t a magic bullet, nor is it a surefire way to enter the market. This corner of the iGaming world has its own hurdles, especially for B2B companies themselves.

The key challenges in B2B iGaming:

Competition is Fierce

The B2B market is just as crowded as the consumer market, making it tough for B2B companies to stand out. 

Providers are always looking for unique offers and cutting-edge technology to attract and retain their clients. This forces B2B businesses to constantly innovate just to stay ahead of the game.

Regulations Are Always Changing

Online gambling is regulated differently across the globe, and the rules are always in flux. This presents a big challenge for B2B providers, who must constantly keep up with changing regulations in various regions so they can adapt on the fly. 

After all, breaking the rules can lead to hefty fines and losing their license.

Player Tastes Are Evolving

Today’s players expect a more personalized, immersive, and engaging gaming experience. Simply placing bets or playing slots is becoming a thing of the past. 

Users go to online gambling sites looking for unique customer experiences, social features, and innovative mechanics. 

Providers must constantly update their content and features to meet these growing expectations.

High Costs and Efficiency

Developing and maintaining high-quality platforms requires significant investment. Operators are looking to cut costs and increase profits, which pushes B2B providers to create more efficient and scalable solutions.

To get past these obstacles, top iGaming B2B providers are focusing on three main areas: innovation, modularity, and AI-driven tools.

Innovation is all about expanding game portfolios, using business intelligence and analytics tools, and deeply understanding player behavior. Modularity means creating flexible systems and using APIs to quickly integrate new games, payment options, and other tools from various providers.

AI-driven tools analyze player data to provide more personalized player experiences, improve customer service, and analyze behavior patterns and transactions to immediately flag suspicious activity.

Future Trends in B2B iGaming Technology

Like other tech industries, B2B iGaming will evolve with AI, machine learning (ML) blockchain, and API-ready systems that focus on modular game engines. Now, let’s break it down. The top trends of B2B services are:

The Use of AI and Machine Learning (ML)

AI and machine learning are now key tools for B2B companies. They turn huge data sets into useful, actionable insights. 

These systems can study betting history, game preferences, the times a player is most active, and basic demographics. They can also spot players who are likely to leave the platform, allowing operators to refine their marketing campaigns.

Blockchain Adoption

While many jurisdictions still don’t trust cryptocurrencies, B2B providers can use blockchain in other ways. It helps solve a core iGaming problem: trust. 

For example, “provably fair” games use cryptography to allow players to verify that each result was truly random and not rigged.

Blockchain also gives clear transaction records. Every bet and payout is written to an unchangeable, shared ledger, which makes operator fraud far less likely.

Modular Game Engines

Instead of building rigid, hard-wired platforms, B2B providers will create separate modules, or microservices. 

This allows operators to add new features quickly, like a bonus system or a new game type, without rewriting the whole platform. B2C operators will likely assemble their platforms like LEGO bricks.

Wrapping Up

Ultimately, B2B providers are essential to the iGaming industry; they drive innovation, speed, and growth.

They provide operators with ready-made, proven solutions, letting them focus on growing their business and attracting players. Simply put, B2B providers offer a turnkey solution that makes entering a highly competitive market easier, faster, and ten times cheaper.

Finding a reliable B2B provider isn’t easy, though. To get a license, you must work only with providers whose products and services meet the requirements of the jurisdiction you want to operate in.

It’s also vital to check a platform’s reliability. A strong platform should easily handle heavy traffic, include built-in KYC and AML procedures, and be protected from crashes while being able to scale with your business.

Choosing a reliable B2B provider with deep expertise and an eye on the future is a rare find among all the online gambling companies. Start with this key step by working with us.

The MGL team will help you find a trusted B2B partner, then guide you through the entire licensing process, from start to finish. Contact us to enter the online gambling market, which has huge potential for growth.