Pulse
We have seen a few operators attempt the ‘kwiff’ concept, but it has been largely used as a marketing tool. It hasn’t been used to surprise the customer and give them any sort of delight when it happens. It’s not easy to do when you’re a large operator with many legacy systems which will need careful unpicking to introduce a new feature that is intrinsic to your product.
Tere is much potential in these technologies. We are on the global wave of technology innovations, and at kwiff we are starting to ride it. More will come from us in time, but for now we are exploring how to effectively use these technologies in our products and day to day operations.
How do you maintain these ‘clean and simple’ design principles as kwiff’s offering expands with more features and betting markets?
It’s harder to keep it clean simple than it is to overcomplicate things. A lot of what we do is data-driven, effectively meaning we may not get it right first time. We test and fail, learn, and go again. In terms of interface, we test all different types of interfaces. We look at others – not just in the sports industry but the wider online industry – and see how things are displayed to them and how it can translate to us.
We make all this as easy as possible through looking at the data. Customer behaviour tells us what they want to see first. Are they interested in horse racing, or not at all? Do they tend to bet on European football competitions, but not domestic matches? Whilst we’ll still have other markets readily available to bet on, we want customers to have as speedy a betting experience as possible.
Could you elaborate more on this data analysis?
I am sure you have heard this many times, but we are a truly data driven organisation and based on what we see from the data we act on accordingly. Tere are always new innovations within technology, and we give ourselves the space to explore those. Sometimes the best solution is already in place, but we don’t rest on our laurels. We continue to test that assumption of what is the best.
A piece of data on its own is not enough to give you the full picture. We look at multiple data points to create the necessary information and gain the associated knowledge to know what to do, where to go, how to solve a problem or give comfort by answering the question.
Only through owning the tools and having designed a system can you then change and innovate from the inside. If you don't own your own technology, you are simply putting your own
innovation on top of someone else's, which won't work should their system change or cease to exist, thereby making your innovation redundant.
SPORTS BETTING KWIFF
Analysis is dedicated to where it's needed and to what question needs answering. We operate on a principle of democratised data in our organisation. Everyone has access to data and therefore anyone can ask and get answers from the data.
Have any of kwiff’s innovations been adopted by other operators?
We have seen a few operators attempt the ‘kwiff’ concept, but it has been largely used as a marketing tool. It hasn’t been used to surprise the customer and give them any sort of delight when it happens. It’s not easy to do when you’re a large operator with many legacy systems which will need careful unpicking to introduce a new feature that is intrinsic to your product.
What external products has kwiff brought in- house and iterated upon?
Great question. We have partners for sport data feeds, video streaming and CRM. However, they are either partners that we execute through or ingest from. Terefore, any iteration would be within our product leaving the partner to be a plug and play component of the system. We do our best not to rely on third party systems, so any feature or product enhancement is done within our systems and products. We build redundancy into everything we do.
Is innovation, in the purest sense of the word, possible without owning your own technology?
No. Innovation by its very nature necessitates you being the very first at achieving something. Only through owning the tools and having designed a system can you then change and innovate from the inside. If you don't own your own technology, you are simply putting your own innovation on top of someone else's, which won't work should their system change or cease to exist, thereby making your innovation redundant.
How has kwiff's technology infrastructure changed since you joined five years ago?
Fortunately, I joined kwiff near the start of its sports and casino journey and since joining we have created an entertaining feature-rich product which can be consumed on multiple platforms. Te product has multiple sports and casino experiences and can be localised across many territories. Te smart developments in the product are driven by lightweight microservices on a truly elastic platform.
Crystal ball time. What's the next game- changing breakthrough in iGaming?
Tat would be letting out all our company secrets, wouldn't it? iGaming and sports betting is looking for its next revolution. With access to data-rich AI, the blockchain and so forth, the innovation will benefit the operator and, by virtue of that, the customer will benefit too.
NEWSWIRE / INTERACTIVE / MARKET DATA P167
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