Bookmaker That Knows How to Surprise: The Kwiff Phenomenon

Kwiff was launched in 2015 by Karl Engström and Anders Ström (also co-founder of Unibet) as a self-contained sportsbook focused on user experience and algorithmic automation. From day one, the platform has operated on its own proprietary infrastructure — including its odds engine, CRM tools, promotion engine, and frontend.

The platform has no white-label dependencies and shares no backend with other brands. This independence has enabled Kwiff to move quickly in response to regulatory shifts, iterate product features internally, and maintain a clean, consistent user experience across all touchpoints.

Kwiff’s central product innovation is Supercharged Odds — a mechanism that randomly increases the odds of a bet after it has been accepted. It applies across singles, multiples, and system bets, in both pre-match and live markets.

The process is automatic and cannot be influenced by the player. Once the bet is placed, the system may instantly boost the odds and recalculate the potential payout.

A similar mechanic applies to cash outs. When a user opts to settle early, the payout value may also be randomly increased.

There’s no correlation between stake size, frequency of betting, or account status and the likelihood of receiving a supercharge. The system operates algorithmically and without bias.

Supercharge Weekend

The one exception to Kwiff’s randomness-based strategy is Supercharge Weekend — a recurring promotion that guarantees a boosted bet under fixed conditions.

To qualify, players must place a weekend accumulator with at least three selections (minimum odds 1.50 each), with a total stake between £1 and £100. If the bet meets these conditions, the odds will be automatically supercharged upon confirmation.

Surprise Bets

Kwiff also uses a unique reward system called Surprise Bets. These are automatically generated bets funded by the operator and placed directly into the user’s account. The user does not select the stake, market, or timing — the system handles everything.

If the bet wins, the user receives the net profit in real cash. There are no wagering requirements, no tokens to redeem, and no opt-in steps. Surprise Bets may also be supercharged, creating a dual-layer of automated value without user input.

This mechanism serves as a low-cost, high-impact loyalty system that replaces traditional deposit-based bonuses.

Kwiff Wheel

Kwiff also introduced the Kwiff Wheel — a weekly reward mechanic aimed at user retention. Eligible users (those who deposited within the last seven days) can spin the wheel once per week through the app.

Available prizes include:

• Free bets

• Surprise Bets

• Free spins (slots)

• Live casino vouchers

• Empty spins (no win)

The mechanic requires no loyalty points or minimum wagering thresholds. It’s designed to reward consistent activity rather than spending volume. Seasonal variations — such as the Spring Wheel and Kwiffmas — offer temporary prize pool adjustments and aesthetic themes but retain the same structure.

Sportsbook Offering

Although Kwiff originally launched with a minimalist sportsbook, the current platform supports nearly 20 sports — including football, horse racing, tennis, darts, MMA, snooker, esports, motorsports, rugby, and volleyball.

Football markets have expanded significantly and now include match result (1X2), both teams to score, correct score, Asian handicap, draw-no-bet, halftime/fulltime, player goals, and outright competitions. A fully integrated Bet Builder allows users to create same-game accumulators with combinations of goal, card, and corner markets.

In-play functionality includes real-time statistics, dynamic event trackers, and fast market updates. Live streaming is available for horse racing, while other sports currently rely on visualisations and in-app stats.

Kwiff Casino

Kwiff’s casino is seamlessly integrated into the main app and wallet, featuring games from top suppliers such as NetEnt, Red Tiger, Yggdrasil, Play’n GO, Blueprint Gaming, NYX, Nolimit City, and Evolution (live dealer).

While the brand avoids heavy casino bonus campaigns (no ongoing cashback, deposit matches, or loyalty programs), it routinely offers free spins and runs limited-time slot promotions (e.g., “Weekend Spins”)—with no wagering conditions on winnings. In early 2025, internal slot tournaments and seasonal spin bonuses have been tested platform-wide.

The casino remains secondary in marketing focus, but its functionality is strong, responsive, and increasingly pivotal in player retention.

Responsible Gambling

Kwiff holds a UK Gambling Commission (UKGC) licence as well as a B2C licence from the Isle of Man Gambling Supervision Commission. It is currently active in the UK and Ireland.

The platform includes a full suite of responsible gambling tools, such as deposit limits, self-exclusion, session time reminders, and GamStop integration. An additional proprietary feature, Curfew, allows users to block access to the app during specific hours.