The brand is what you see; the licensee is who answers to the Gambling Commission. They are often different.
Several brands, one licensee
LC International Limited holds the licence for Ladbrokes, Coral, Gala Casino, Foxy Games and PartyCasino. Betway Limited covers Betway, Jackpot City and Spin Casino.
White labels
Some brands, such as Monopoly Casino, Genting Casino and Mr Green, are white labels: they run under another company's licence, and that company is responsible for them.
Why it matters
- Complaints go to the licensee and then to its ADR provider.
- Self-exclusion on one brand may cover sister brands; GAMSTOP covers them all.
- Enforcement is against the licensee — fines and licence conditions affect every brand it runs.
How to find the licensee
Check the footer for the company name and account number, then look it up in the Gambling Commission's public register.