Cain and Bob are both right. Swoggi explains everything but that doesn't mean there aren't some dodgy things going on. Firstly, for those who regularly bid, each bid costs about 22p when you factor in the Swoggi and Bonus credits. So arguably for every £1 attributed to the cost of an item, Swoggi make £22. The cost per bid is much higher if you don't have any premium credits (new "customers"). There about 18 to 24 "players" who regularly win the premium items such as phones, computers etc. they rarely bid against one another and often keep on bidding until they win. Some of these winners pay much more than the item is worth just to win. I've seen computers won by one of them after committing 11000 credits. It costs £500 for 2300 credits, so do the maths - a computer worth £1000 won for >£2000 plus the winning price (and delivery). I've always suspected that most of these winners don't exist - they are Swoggi creations to maintain competition. dnrea52 won an iPhone 6 plus using 3648 credits and also paid £313 pounds for it. That equates to about £839 of credit plus £313 - £1151 for an item worth about £500. Dnrea52 is relatively new to Swoggi - or just another Swoggi creation. Who knows, but this sort of bidding is not worth competing against. I have watched this person bid and lose 1000s of credits in the past. I really do think Dnrea52 doesn't exist or has more money than sense. I've won on Swoggi several times - an iPad, iPad mini, jet washer to name a few, but never any of the top end items. Can't get anywhere near. In reality, there is no good strategy against the priveleged few that win 8 items a month. You will end up losing a lot with nothing to show for it or win something you could have got cheaper on Amazon. Ultimately you will lose, so best stay away and save your money.