Kwiff names RavenTrack as primary affiliate tracker
- Sports betting operator Kwiff has appointed RavenTrack as its primary affiliate tracking provider.
- The partnership, selected through a competitive process, uses RavenTrack’s PaaS technology to improve transparency and ROI across Kwiff’s affiliate channel.
- Kwiff employs around 150 people across offices in London, Malta and Gibraltar and has been expanding its footprint since its 2016 UK launch.
Kwiff sportsbook has named RavenTrack as its primary affiliate tracking provider, turning to the PaaS specialist to upgrade the management and transparency of its growing affiliate programme.
The announcement marks a significant step in Kwiff’s affiliate strategy as the operator scales its presence in the UK and internationally.
RavenTrack, whose existing client roster includes Betfred, Novibet and Powerplay, was chosen through a competitive selection process in which its performance tracking capabilities and customer support were decisive factors.
A long-term commitment
Kate Scowen, sales and growth manager at RavenTrack, said:
“From our very first conversation, it was clear that Kwiff were looking for more than just a tracking platform, they needed a partner who could genuinely match their ambition and long-term strategic vision. We’re truly grateful that Kwiff chose RavenTrack in what was a highly competitive process, and I’m personally proud to have helped bring the partnership together.
“The first few months of working together have already been fantastic, and it’s been a real pleasure working with their team. We’re excited for what’s ahead and look forward to building a strong, long-lasting relationship together.”
Jack Milner, campaign manager at Kwiff, said:
“RavenTrack came highly recommended and with a strong track record within the iGaming sphere. We have enjoyed a fantastic start, working with their brilliant and incredibly helpful team and I look forward to a long and fruitful partnership together.”
Affiliate channel investment
RavenTrack’s PaaS platform is designed to handle complex data sets, offering operators real-time reporting, granular performance insights and compliance-ready affiliate oversight. The company has built its reputation on reducing friction between operators and affiliate partners, a persistent challenge in iGaming driven by delayed or opaque data.
For Kwiff, the integration is intended to boost efficiency and return on investment across an affiliate network that has grown alongside the brand’s wider expansion. The operator launched in the UK in 2016 and employs around 150 people across offices in London, Malta and Gibraltar.
It holds partnerships with Northamptonshire Cricket Club and football clubs Leicester City, Millwall FC, Motherwell FC and Swansea City.
Kwiff’s core product centres on an algorithm that can randomly supercharge any bet, regardless of market or sport, a proposition that has underpinned its positioning in an increasingly competitive UK sportsbook market.
What this means for operators
As affiliate marketing matures across regulated markets, pressure on operators to demonstrate accurate attribution and compliance-grade oversight of their affiliate programmes is growing. Regulators in the UK and Europe have increasingly focused on how operators manage and verify affiliate relationships.
Deals of this kind signal a broader shift away from legacy tracking systems towards dedicated, purpose-built PaaS solutions. For operators looking to scale affiliate acquisition channels efficiently, investment in robust tracking infrastructure is becoming a baseline expectation rather than a competitive differentiator.
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