White labelled v affiliate solution - which should I start with?

[london.com]

Good morning,

I wonder if you can help?

I have a fantastic domain, which, although not directly casino focussed, drives relatively large volumes of traffic. We are 3 months old and have had over 250k visitors/ 500k page impressions on the site so far. We are looking to grow this figure aggressively over the coming months/ years.

Although I have no experience of the online gaming world, I really believe there could be a very interesting opportunity to develop a London.com casino, linking from the main site using a mix of contextual and banners etc.

I really want the site to be white-labelled. We have a number of brand extensions planned and really want to strengthen and expand the London.com brand. So my first question is should I jump straight in and start with a white labelled solution or test the water with an affiliate relationship first.

Given my lack of experience, I would be looking to do this as a joint venture with someone. Therefore my second question is are there any recommendations of organisations who would fall into this category and more importantly is there anyone I should completely avoid?

Many thanks for your help!

[KingKoopa]

London.com is an awesome domain. Not really gaming focused at all, I'd promote it as a London night life site, charge the night clubs, restaurants and escorts to advertise on your site. You'll make bank bro!

[lots0]

The white label software you choose will make the difference.

Personally I would suggest you avoid Rival and Playtech.

With the kind of domain you have and your ability to direct traffic to your casino from the other parts of your site, I don't think an affiliate program would be the right thing to do.

You do NEED to partner with people that you can trust and that know the online casino business.
There are a LOT of pit falls in this business, a lot of crooked folks... Just be very very careful.

Good Luck

[london.com]

Thanks for this King Koopa. You're right we are very excited by the domain. The focus is on providing information for both tourists and Londoners on what's going on and what you can do in London. However we are also planning an editorial section on London's casinos etc and gambling in London, sporting events in London etc. We would be looking to promote and highlight the London.com Casino through those routes plus other on and off-site advertising.

[london.com]

Thanks for coming back to me Lotso. As you say, I believe we are building a London.com brand, the strength of which we hope, will allow us to extend it into other product lines. We also expect to have significant traffic flow onto the site (already #2 on Google for "London" searches).

Are you aware of any trusted organisations out there who would be interested in this sort of joint venture?

Many thanks