Kwiff is a B2C operator on a mission to tear down the betting industry and rebuild a better one – one that works for the player, not the industry.
What does this look like in practice?
It means flipping the script to provide a “supercharged”, fully flexible experience where “the odds on any player’s sports bet could epically improve – regardless of the sport, odds or stake”.
To explore the details further and find out more about the Kwiff approach, Director of Sportsbook, Niklas Fallsjö, joined iGF’s Head of Content, Curtis Roach, for an exclusive interview.
With a distinguished career spanning almost two decades in iGaming, Niklas has spent ten years at Kwiff and previously worked his way up through the sportsbook ranks at Unibet and Kambi.
Read on as Niklas shares must-read insights on how Kwiff is breaking the mould and using AI to deliver better odds, while responding to key player trends and cultivating long-term loyalty without relying on bonuses.
Welcome Niklas!
The new Kwiff Flex feature moves Bet Builders away from rigid all-or-nothing outcomes. How do you see this shift redefining player expectations around risk, control and reward in sportsbook products?
“For me, this is mainly about removing limitations. For a long time, sportsbook products have been built around restrictions.
“Fixed rules, all-or-nothing outcomes, very little flexibility for the player. Flex is all about giving the user full control over how they want to play.
“I think this will become the norm. In a few years, we’ll look back and find it strange how limited placing bets used to be. Flex doesn’t change the fact that players take risks or have an opinion; it simply lets them decide how much risk they are comfortable with.
“From a market perspective, features like Flex are helping sportsbooks become more personalised, where players can choose products to adapt to their preferences rather than forcing them to use predefined betting options.
“Today’s players rightly want control, transparency and customisation over their betting experience and Flex delivers just this.”
Bet Builders have become a core engagement tool across the industry, yet many remain structurally similar across some of the most popular brands. How does Flex challenge the standard model, and what new creative possibilities does it unlock for sportsbook UX design?
“I believe the term ‘Bet Builders’ will become redundant before too long. At the end of the day, it’s just a bet with multiple selections from the same event. The only reason it ever needed a special name was that it used to be a limitation on the platform side.
“Instead of treating these as separate products or ticket types, Flex allows everything to become one bet, built entirely the way the player wants.
“That simplifies the experience while giving operators far greater freedom in how they design the user journey, removing structural constraints that have traditionally shaped sportsbook UX.
“And that unlocks new creative possibilities around personalisation, bet construction and interface design, allowing operators to move beyond predefined betting formats towards more fluid, player-led experiences.
“In Q2, we will continue the rollout of Flex, introducing Flex on accumulators, enabling players to build increasingly dynamic bets across multiple events.”
The partnership with Tzeract (part of the Kambi Group) highlights a move toward more flexible, AI-driven trading infrastructures. How critical is this kind of technology foundation in allowing sportsbooks to innovate beyond the more traditional betting grids that players are so used to seeing?
“The main benefit of working with Tzeract is that we share a common view on where the industry is heading. They believe in a partner-led innovation strategy and actively collaborate with companies like ours that take a sportsbook-first approach.
“Tzeract’s AI trading platform has given our team the flexibility to innovate beyond the traditional bet-offer grid and introduce features that move beyond current industry standards.“Sportsbook platforms have traditionally been slow to innovate and often constrained in delivering genuinely new products.
“We are focused on building a more entertaining sports betting experience – one that requires technology capable of moving beyond the traditional sportsbook structure.
“Tzeract gives us the flexibility to build outside those traditional boundaries rather than being defined by them.”
Do you see features like Flex as the first step toward more adaptive, personalised betting journeys? And more importantly, how might this shape the future relationship between players and sportsbooks?
“Yes, I see Flex as one of many steps to come. As regulations increase, the industry won’t be able to rely on promotions and bonuses in the same way to drive acquisition and retention. Real differentiation will have to come from the product itself.
“Removing limitations and delivering real value to the customer, rather than relying solely on incentives, is where the future is heading.
“Flex is a clear move in that direction.
“The relationship between sportsbooks and players is becoming more experiential, with stronger engagement driven by player control and personalisation rather than short-term promotional offers designed simply to bring users through the door.”
Editor’s Note:
As player expectations evolve, control, transparency and customisation become central to the modern betting experience.
Kwiff’s approach with Flex reflects this industry shift. By removing rigid rules and giving greater control over how bets are structured, the product moves away from all-or-nothing formats and puts the user in charge.
For players, this means simpler bet construction and more flexibility over how much risk they want to take on. For Kwiff, it opens the door to greater creativity across the user journey, personalisation and interface design – all factors that naturally enhance loyalty, without reliance on bonuses.
What stands out about Kwiff’s approach is that it showcases how simple big brand-defining changes can be. It starts with operators listening closely to player behaviour, then using technology to respond with products built to entertain, prioritising flexibility, transparency and long-term engagement.
