Pulse
SPORTS BETTING KWIFF
kwiff: leading the Supercharge
kwiff, the sports betting app which ‘Supercharges’ player odds, was founded in 2016 by former Unibet founder and chairman of Kindred Group, Anders Ström. Now looking to build on its success in the UK, the enterprise is looking to expand into new markets and build upon its proprietary technology platforms.
Charles Lee CEO, kwiff
CEO Charles Lee explains to G3 why players will soon no longer desire the vanilla, traditional sportsbook experience being offered up by the major operators, but something more entertaining and personalised. Tis is where the Supercharge comes in.
Could you tell us more about kwiff and its position within the sports betting sector?
kwiff has been designed with today’s technology at the core to facilitate personalisation of product and with a focus on entertaining and automating functions. You don’t need traders if you have the technology to pull information out from different feeds. With people directing technology in the right way, we have a far more effective product that interacts with customers better and offers an improved user experience.
We own all our technology across the sportsbook, casino, and operations. We keep it as light as possible in terms of staffing overhead by having people in the right places, directing the technology efficiently and building intelligence within the product.
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What this translates to is a better user experience for the player. Tis is where the ‘Supercharge’ comes in. Any bet a customer places can be Supercharged, offering entertainment value to placing a bet win or lose. We have carried this Supercharge function through to the cash out, gamification and entertainment features to enhance the user experience.
How does the algorithm work?
Customer generally bet on slightly lower than market odds, but their bets will randomly be supercharged. A small Supercharge takes bettors way above the market value and can sometimes be epic in scale. We and the customer don’t know when a Supercharge is going to happen - we don’t control it because randomness is built into the algorithm.
Supercharge makes the experience of placing a bet more entertaining. Te algorithm has more intelligence to it than I have described here, but essentially you open an account, place a bet, and any of those bets could be Supercharged.
How can you afford to Supercharge odds? Why isn’t every operator doing this?
Other operators offer versions of Supercharge but not within the product. Tey often do it with marketing activity such as Bet Boost or CRM campaigns. We use our technology to provide a smoother journey for the customer.
Instead of layering it on and selecting certain customers, we want to offer the Supercharge to all customers. With regards to affording Supercharge, if all Supercharge bets win, we don’t make money. Ultimately results
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