SBC News Voice of the Sports Betting Industry
Supercharged betting operator kwiff has expanded its agreement with Xtremepush, focused around omnichannel CRM capabilities.
The extension of the duo’s collaboration, which began with a preliminary deal back in September 2022, will cover two key focus areas of kwiff’s CRM capabilities.
Firstly, the firm will gain access to Xtremepush’s Omnichannel Customer Engagement and CDP platform, with a ‘deep integration’ conducted within the firm’s internal platform, including synchronisation with its Reward Hub.
Rob Pryce, Xtremepush, Chief Revenue Officer, said: “We’re delighted to be deepening our strategic relationship with kwiff. The Xtremepush platform’s advanced real-time data ingestion and communication suite is a natural complement to kwiff’s proprietary technology.
“We’re looking forward to working with kwiff to further integrate our technologies and provide their players with the most personalised and rewarding gaming experience in the space.”
Xtremepush’s interface utilises a ‘holistic overview’ of player behaviour, which the firm states will add to kwiff’s goal of adopting an automated, responsible and personalised player communication offering.
The duo aim to take the player experience ‘to another level at every point of their lifecycle’ by touching on both marketing and operational aspects.
Kwiff utilises a communication-based engagement and retention strategy, communicating with players through personalised real-time messaging. 
Charles Lee, kwiff’s CEO, remarked: “After much in-depth competitor research Xtremepush came out as the clear provider of choice as they share our personalisation philosophy.
“It is a tool that is not just suitable for our needs today, but for what we hope will be many years to come, and will allow us to fully realise our vision for player communications.”
In a recent exclusive interview with SBC News from ICE London, Charles Lee explained kwiff’s approach to tech, emphasising the significance of using its own in-house stack whilst also linking with the right third party partners for certain tasks.
