Kwiff

Company Overview

Kwiff was founded in 2015 by Karl Engström and Anders Ström, the latter known for founding Unibet. The company was designed from the ground up as a lean, mobile-first sportsbook built on automation, algorithmic pricing, and a frictionless user experience. Its core technology — including the odds engine, CRM system, and promotional tools — is developed in-house, enabling rapid product iteration and compliance updates. A lightweight desktop version exists, but the mobile app is the brand’s primary platform.

The company is currently led by CEO Charles Lee, who has been at the helm since 2021, steering Kwiff through product enhancements and tighter regulatory alignment.

In addition to its UK Gambling Commission licence, Kwiff also holds a B2C licence from the Isle of Man Gambling Supervision Commission, primarily used for infrastructure and platform flexibility rather than active market expansion.

Sportsbook and Casino Offering

Kwiff’s sportsbook covers major markets including football, tennis, basketball, and cricket, with deliberately limited market depth to prioritise clarity over volume. In-play betting is available with standard functionality, though not as extensive as with tier-one global operators.

The brand’s standout feature is the supercharged odds system — a mechanism that randomly boosts odds just before bet confirmation, offering significantly higher payouts than initially quoted. This feature is available across all sports and bet types. The app also offers surprise bets: algorithm-generated accumulators based on trending matches or betting patterns, surfaced as one-click entry options.

Kwiff offers regular promotions including cashback on losses, bet credits, and ad-hoc rewards, but does not operate a traditional VIP or tiered loyalty programme.

The casino vertical includes video slots, table games, and live dealer content from leading providers such as Red Tiger, Play’n GO, Yggdrasil, and NetEnt. Casino content is integrated directly into the mobile app and benefits from the same UX design: fast load times, a vertical layout, and low latency.

Kwiff has also partnered with ProgressPlay and other B2B suppliers to expand its casino library while maintaining internal control over core platform architecture.

Market Presence

Kwiff operates exclusively in the United Kingdom and has not expanded internationally as of 2025. The brand’s regulatory and operational focus remains firmly rooted in the UK.

It targets casual, mobile-first sports bettors rather than high-rollers or VIPs. The platform design, limited market options, and gamified odds system are all tailored to suit recreational users looking for simplicity and fun over depth and complexity.

Responsible Gambling

Kwiff is fully compliant with UK regulatory standards. The platform is integrated with GamStop and actively promotes safer gambling resources such as BeGambleAware and GamCare. It offers a suite of responsible gambling tools including deposit limits, time-outs, session reminders, and self-exclusion.

A unique feature is Curfew, a proprietary tool that allows users to block access to the app during self-selected hours.