Whitel labels are casino fronts that you get to name and design.
They also exist in Bngo and Poker, but not as commonly.
The best known ones are Gaming Federation Casinos.
This way you promote only one property.
Re: branding:
This is much discussed. It is of course against the casino’s self interest to have affiliates very aware of the value of branding, but I definitely agree with you there.
The thing is, why should casinos put money into advertising that cannot be easily evaluated? Why pay money for exposure when you have a huge free sales force busily building sites and branding you for free?
The only time that pays for a casino is when you have a site that has known, steady traffic of good quality. The casino knows that this site regularly addresses potential players in great numbers. These future players are most likely to respond to branding, and you will see, for example, a lot of advertising by referback casinos at pogo. This will yield few direct sales, but pogo players are quite likely to turn into new players at some point, and will then lean towards trying a casino they are familiar with.
Branding at sites where there are player forums and/or established communities can be very similair in effect. These players will get around to trying the casinos they see. But the turnover may not be immediately measurable.
Most casinos today do not brand properly and really have little idea what it is all about. They depend on PPC traffic and SEO.
This works to a point, but you will still always find that the well branded casino is the wealthier one too.
Branding portals is another story. There is only so much room for branded portals. I have been branding gamesandcasino for 2 1/2 years now, and most of my traffic now comes from repeat visits via bookmark, desktop icon or people typing the name in their browser.
I have spent considerable money on this and it has paid off. I have heard of other people having no luck with it. Branding is an art.
Casinos get discouraged with branding because it is difficult to really stick out from the crowd. So now we have these generic casino fronts that are like billboards, offering the ppc visitor lots of places to click. These are completely forgettable.
In this industry, branding is the forgotten art, and the few who have mastered it, are doing well for themselves.
If you are planning to enter the industry with a new site and have casinos purchase ads – unlikely to happen. First you have to establish the traffic. And yourself, your skills and reliability.