For us, it is of utmost importance we listen to customers. One great aspect of owning your own technology is you also own all the data. Our data team constantly monitors what the
customer is telling us which in turn informs decisions regarding CRM, services, and product. We can build what the customer feeds back. For instance, cash out was the most requested item.
go in with, partly due to the potential up front cost to get into the market. Our wallet can be seamless between different states, our compliance can pivot with a gold standard back office that gives our operations teams the ability to configure the product. We are hosted in the cloud meaning we could have servers in each state, but our technology means we can enter new regions quickly.
What would kwiff be looking for in a US partner?
It depends. Someone who shares the same core values. We have learnt from the UK that high marketing spend isn’t the best long-term strategy unless you have a completely differentiated product. We do today, but you need to make sure you have the right product at the right time to be doing that. We would justify that spend today, but we previously did it too early.
We’d look for a partner who wanted what we have with a similar strategy - take our time, listen to the data, effective spending. Tere are a few operators biding their time in the U.S. and I think that’s a good move.
For us, it is of utmost importance we listen to customers. One great aspect of owning your own technology is you also own all the data. Our data team constantly monitors what the customer is telling us which in turn informs decisions regarding CRM, services, and product. We can build what the customer feeds back. For instance, cash out was the most requested item.
Players can come into the app and provide feedback and offer product suggestions which we look at in our weekly roadmap meeting. Building a community within kwiff is very important so we make the process transparent insofar as customers can see each other’s suggestions and feedback.
Tracking within the app - where people are clicking, how long they are staying, how changes in the product are affecting behaviour - is where a significant amount of our data analysis is dedicated.
What are the market opportunities for kwiff going forwards?
We have a UKGC and Isle of Man licences, as well as licences for Kenya and Uganda where we will look to push into later this year. On top of that, we have an Irish sports betting licence. It’s early days for expanding into these other territories as the core of our business is still the UK but we will look to grow internationally later this year and into 2023.
If you look at our company, we are big in terms of technology with huge scalability potential. Te US is a territory of interest, not least because we are built as a platform to be multi- jurisdictional so can pivot state by state both from a product perspective and personalisation within the app on a user-by-user basis. We are well setup for the US.
At point of entry, we would look for a partner to
If they offer something different when they put their head above the parapet or the budget and game plan that buy customers in a manner that forces operators to pull back or change strategy. Tis is what we are currently seeing with the high CPAs. Te player values cannot sustain those levels for too much longer.
How does kwiff ensure it isn’t lost among the noise of high-spend marketing in the U.S. gold rush?
Te pie is big. Te players in the U.S. market, whilst different from one state to another, are savvy. Tey won’t stand for the plain vanilla betting experience for too long. Current innovative and high marketing spend - think Barstool and FanDuel - is not translating across into the betting experience for the customer.
Te in-app offering is the same as that which has been offered in Europe over recent years with different features layered on top such as streaming and fantasy. As a small operator, offering customers a different, entertaining betting experience will ultimately win out in the long run due to better retention rates and easier customer acquisition.
WIRE / PULSE / INSIGHT / REPORTS P87
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