Kwiff CEO Charles Lee: ‘You can’t pass complexity onto the customer’

Successfully making a market debut is a key challenge expanding operators must overcome, and strong technological support and coordination is paramount.

In an interview with SBC News and GamblingTV, kwiff CEO Charles Lee, provided a breakdown of his firm’s tech stack and platform development and how this is applied to different market conditions. 

A Malta-based enterprise, kwiff is active in the UK market and is currently in the process of eyeing up international opportunities – having invested heavily in its proprietary technology to support its desired expansion – with a move into the US a possibility in the near future. 

Commenting on the industry’s technological development, Lee began: “What we have observed is that industry trends have seen gaming products become more and more complex with features stacked on top of one another. 

“Our mantra is to ensure that complexity is not passed onto the customer – they can continue to enjoy a broad product offering without getting overwhelmed with a bloated or confusing customer experience.

“When we look at the different propositions in the market, we can see and our research shows us that we have a unique proposition there. We can take on any jurisdiction and any guidance or restrictions within each jurisdiction, and the user won’t experience anything different. It’s vitally important for the UX and UI of the product.”

For Lee, development of kwiff’s proprietary tech stack was so paramount that ‘no expenses has been spared’, including the use of ‘best in-class developers’ and native technologies over a six year process. 

This careful approach to technological innovation has now begun to pay off, as in the CEO’s words, kwiff is now ‘seeing the fruits of our labour’, having built up a resilient platform ready for any market. 

“We’re confident that when the time is right our technology will stand the test for the US and other markets,” he continued. “I don’t think the US is the most complex we could be in, there are other markets which I think offer more challenges.”

With the company having developed its proprietary platform and tools, Lee added that Kwiff has set itself the objective of ‘pushing ourselves as a technology outfit to challenge the normal’ and operate ‘on the edge of technology development’ ahead of future global growth. 

“We’re looking at, anticipating and picking up licences where it’s appropriate to do so, so we have a balance of regulated and soon to be regulated markets. 

“A big priority on our roadmap is to always put customers first. Our customers in the UK, where we have brand recognition and have spent a lot on marketing, are used to the unique betting experience our product delivers. 

“Looking to the next six months we’ll be taking that experience to our international customers in other territories, and more and more of them relatively regularly. In the coming months we want to improve that user experience, personalising it region by region as well.”

This goes beyond just recognising the need to provide kwiff’s product in the appropriate local languages and selecting the right sports per market – e.g. prioritise football in some, basketball in another – but covers the full offering. 

“We want to offer a personalised and unique sports and gaming experience, but within a safe and secure environment. They’re transacting with us and their money needs to be safe with us and we have a reliable platform to do that.”

Looking ahead, Lee outlined that kwiff has ‘a number of new releases’ on its roadmap, and plans to further enhance the entertainment value of its wider product – something described as a ‘key factor’ in the firm’s commercial activity. 

“With us, no two user experiences are the same, and we want to continue to surprise our customers worldwide as well as in the UK,” he concluded.


Betting Innovation will lead the agenda of this year’s SBC Summit Barcelona 2022, which takes place at Fira Barcelona Montjuïc on 20-22 September.

SBC’s flagship European sports betting and igaming conference will see 6,000 delegates enjoy a 12-track conference covering all industry developments, topics and disruptions, featuring 200 companies showcasing their latest innovations, and a programme of spectacular evening networking events. 

Visit the SBC Summit Barcelona website to book your All-Access Pass for the early bird price of €350.

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