A white-label competition platform lets you run competitions under your own brand and domain while someone else supplies the software. Check what the platform handles, what it leaves to you, and what it takes from each sale.
What white-label means for a competition site
White-label means the software is built and run by a supplier, but customers see only your brand. Your logo, your colours, your domain name. The supplier stays in the background.
For a competition business this matters. Customers are handing over money and personal details. They need to trust you, not an unfamiliar platform name. Your own domain also means you keep your search rankings, your email list and your customer relationships if you ever move supplier.
On Niche you get your own domain and branding on every plan. Pro adds managed setup and custom theming, so the site is designed around your brand rather than a template.
White-label vs building your own
A white-label platform gives you a working competition site without writing the code. The supplier handles hosting, security, updates and the competition-specific logic. You handle the brand, the prizes and the marketing.
Building your own gives you complete control and complete responsibility. Every compliance feature becomes your job to build and maintain. For the cost comparison, see how much does a competition website cost?. For the plugin route, see competition website vs WordPress plugin.
Most new operators choose white-label because it is faster and carries less technical risk. The trade-off is that you depend on the supplier, so choose one carefully.
What to check before you choose
Ask every supplier these questions and get the answers in writing.
- Is it really your brand? Your domain, your logo, your emails. No supplier branding in the checkout.
- Does it support a lawful competition model? A skill question and a free entry route built into the competition set-up. See free entry route explained.
- How are draws run? Look for a method you can show to be fair. See how to run a fair draw.
- Which payment providers work with it? Competition operators need providers that accept them. See payment providers for competition websites.
- What protections are built in? Age checks, geo-blocking, spend limits, self-exclusion and GDPR tools.
- What does it cost? Monthly fee, setup fee and share of sales. Ask for all three.
- Who owns your data? Customer lists and sales records should be yours, and exportable.
- What happens if you leave? Ask how you move your domain and data.
Use our competition website features checklist to compare suppliers line by line.
What Niche includes
Every Niche plan includes every feature:
- skill-question competitions with a free postal entry route
- instant wins
- provably fair draws using commit-reveal and random.org, run from a live draw console
- an age and KYC check before prizes are released
- UK geo-blocking
- responsible-play controls, including spend limits and self-exclusion
- GDPR tools, including a consent log and erasure requests
- card payments through Acquired, Cashflows and DNA Payments, with refund, chargeback and reconciliation tools
- a go-live check that blocks competitions priced below a stamp or with too short an entry window
- a prize-proof gate that requires proof the prize is bought before a competition goes live
- email, SMS and push marketing
- a monthly sales report
Meta and TikTok ad tooling comes with the Done-for-you plan, where Niche runs your competitions, draws and ads.
What white-label does not do for you
A platform gives you tools. It does not make your competition lawful by itself. You still choose the question, write the terms, buy the prize and answer to your customers and regulators.
The Gambling Commission says it does not advise on how to organise prize competitions and that compliance is the organiser's responsibility. Under section 14(5) of the Gambling Act 2005, a skill requirement only takes a competition out of the lottery definition if it would reasonably prevent a significant proportion of people from taking part or winning. A platform cannot judge that for your particular question.
This is general information, not legal advice. Take advice from a solicitor before you launch.
Getting started
- Pick your legal model and take advice.
- Choose a plan on the pricing page.
- Point your domain at the platform and set up your branding.
- Connect a payment provider.
- Upload proof of your first prize and launch.
The full process is in our guide to starting a competition website.
Frequently asked questions
What is a white-label competition platform?
Software that lets you run prize competitions under your own brand and domain, while the supplier hosts and maintains it.
Can I use my own domain name?
Yes. Niche supports your own domain and branding on every plan.
Will customers know I use Niche?
Customers see your brand and domain. Check any supplier's checkout, emails and footer for their branding before you commit.
Does a white-label platform make my competition legal?
No. It gives you the tools. The question, terms and prize are your responsibility, so take legal advice.
This is general information, not legal advice. Rules can change: check the Gambling Act 2005 and guidance from the Gambling Commission, or speak to a solicitor, before you launch.