KWIFF

Operating under the legal entity Eaton Gate Gaming Ltd., Kwiff is a sports betting operator that launched in 2015. The company was founded by Karl Engström and Anders Ström, the latter of whom also co-founded the online gambling company Unibet. Kwiff's business model centers on differentiating itself in the competitive online betting market, not through expansive market offerings, but through a unique customer proposition. The company targets casual, younger male gamblers with a mobile-first approach.

The core of Kwiff's service is its proprietary algorithm that can randomly "supercharge" a customer's bet at the moment it is placed. This feature, which can dramatically increase the odds and potential payout, applies to all sports, stakes, and odds, creating an additional layer of excitement. The company makes money through standard bookmaking practices, with revenue generated from the outcomes of sporting events. It also operates an affiliate program, offering up to 50% commission on the aggregated net revenue from referred players across its sportsbook and casino offerings. Kwiff's product portfolio is built entirely on its own in-house technology, including its odds engine, CRM tools, and promotion engine, which allows for rapid adaptation to regulatory changes and product iteration. This independence is a key strategic advantage, providing the flexibility to innovate and personalize the user experience.

Since January 2020, the company has been led by CEO Charles Lee, an executive with extensive experience in the gaming sector, including a decade as Head of Trading at the private bookmaker Fitzdares. His journey with Kwiff began with a consultancy role before he became Head of Sportsbook and subsequently CEO. Under his leadership, the company has focused on leveraging its proprietary technology to drive growth and expand into new markets. The platform offers betting on nearly 20 sports, including football, horse racing, tennis, and esports, and has expanded its offerings to include a fully integrated Bet Builder and a casino with slots and live games. To boost customer retention, Kwiff utilizes features like "Surprise Bets"—random bets placed in a user's account by the operator—and the "Kwiff Wheel," a weekly reward mechanic.

Keywords: sports betting, online gambling, Eaton Gate Gaming, mobile betting, supercharged odds, proprietary betting platform, algorithmic odds, sportsbook, online casino, bet builder, Charles Lee, Anders Ström, Karl Engström, customer retention, affiliate marketing, iGaming, UK gambling market, responsible gaming, betting technology, financial technology