Pulse
SPORTS BETTING KWIFF
kwiff: no idea is a bad idea
Sportsbook operator kwiff isn’t afraid to fail in its pursuit of breaking new ground. Nick Maroudas, Global CTIO, explains why the company’s ‘no idea is a bad idea’ product philosophy is central to pushing the tech envelope.
Nick, you've been in the betting industry since joining Betfair back in 2013. How have iGaming and sportsbook technologies evolved in this time? What innovations have reshaped the landscape?
Looking at the industry over its online lifetime, going online is certainly the first and most significant innovation, then the introduction of betting exchanges and cash out which are massive milestones within the industry, and in more recent years the introduction of bet builders for same game multi’s.
During my time, the industry has evolved further and not only with new features that customers have come to love and expect from an operator. Operators are being driven by what their customers are telling them through their data and behaviours, looking to personalise their experiences within the betting ecosystem.
What novel concepts has Kwiff brought to the industry?
kwiff is certainly an operator who likes to push the boundaries in terms of what we do and how we do it. We were the very first operator that brought in the price boost – the ‘kwiff’ as we call it. Te whole concept behind this is that any bet can be ‘kwiffed’ in a true random nature at any time. Tis feature pumps through the product so we offer the boost as part of cash out too. Ultimately, this means that your bet can be kwiffed, you decide to cash out, then that also gets kwiffed.
One of our founding principles was to bring back the entertainment and give our customers the feeling that they’re likely to get when live betting, either at the racetrack or on the casino
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Nick Maroudas Global CTIO Kwiff
Giving all staff the opportunity to voice their opinion on the product and giving them the time and space to explore them. Our product team
operates on the ethos of no idea is a bad idea and by virtue of that - no technology-led idea is a bad idea. Knowledge shared amongst our engineers is paramount and occurs daily. We give our engineers the space to bring in their
prototypes as an engineer's mind never rests and forever turns and that can always be good to have an outlet.
table. Surprise and delight, keep it simple, make the UI engaging and the UX easy, don’t overcomplicate it. While these principles are good for the customer, they’re also good for our employees as well, as we build tools internally with the same principles in mind.
If our employees feel that by doing some feature work on our internal systems will help them be more effective at their day job - we look to improve that for them too. We also give our customers the opportunity to talk to us and tell us about things they want or would like to see improved.
What's key to nurturing a culture of innovation?
Giving all staff the opportunity to voice their opinion on the product and giving them the time and space to explore them. Our product team operates on the ethos of no idea is a bad idea and by virtue of that - no technology-led idea is a bad idea. Knowledge shared amongst our engineers is paramount and occurs daily. We give our engineers the space to bring in their prototypes as an engineer's mind never rests and forever turns and that can always be good to have an outlet.
We support all types of learning - classroom, online or self-paced through books or meet- ups. If I was to think about why I think the above works and why our engineers continue to push boundaries, it’s because they get to see an idea from inception to delivery and have feedback as well.
What untapped potential is there from emerging technologies such as ChatGPT, the Metaverse, and blockchain?
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