Flows
Flows is a London-based B2B SaaS company providing a no-code orchestration and automation platform for iGaming operators and suppliers, processing over 600 million real-time events daily across regulated markets including Pennsylvania, New Jersey and Michigan.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Flows does
Flows is a private B2B SaaS company that builds a no-code orchestration and automation platform purpose-built for the iGaming industry. Founded in November 2021 and headquartered in London with a Malta-domiciled operating entity (Flows Limited) and a remote-first team spread across the UK, Spain and Malta, the company targets online casino, sportsbook and social gaming operators alongside suppliers and affiliates. Its Flows Engine core processes over 600 million real-time events daily using Kafka-based event infrastructure and has triggered more than 40 billion events since launch, enabling customers to coordinate data and actions across systems without long development cycles. On top of the engine, Flows offers modular products: FlowsWave (frontend widget engine for player interactions), FlowsPlay (gamification layer for branded experiences), FlowsOmni (omnichannel suite bridging land-based and online gaming), Live Dashboards, Templates and Forms, an App Marketplace with integrations spanning Supabase, Jira, Slack, OpenAI, Payment IQ and others, and Flo, an AI layer launched in June 2026 that allows conversational building, deployment and improvement of workflows. Flows operates a hybrid go-to-market combining enterprise field sales ([email protected], quote-based pricing, annual subscriptions) with a product-led self-serve motion, and distributes through partners such as Hub88, Aristocrat, Fanatics, NetBet, Customer.io, Enteractive, Golden Whale and the NYCE Product Marketplace. Its US regulated-market footprint is anchored by full authorizations from the Pennsylvania Gaming Control Board, New Jersey and Michigan, with ISO 27001 certification supporting enterprise procurement requirements.
Flows firmographics
Firmographics- Name
- Flows
- Legal name
- Flows Limited
- Website
- https://flows.world
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Flows is a London-based B2B SaaS company providing a no-code orchestration and automation platform for iGaming operators and suppliers, processing over 600 million real-time events daily across regulated markets including Pennsylvania, New Jersey and Michigan.
- Ownership category
- akta.pro rank
Flows industry classification
Industry- Product category
- iGaming Orchestration Software
- NAICS
- Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)
- akta.pro secondary industries
- Game Aggregation, Content Distribution & RGS (Remote Game Servers) (MPAEAKAG), Digital Process Automation (DPA) & Orchestration Suites (HDAEAHAF)
Keywords
Where Flows is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Flows business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Platform Subscription: SaaS-based platform subscription model for iGaming operators, suppliers, and affiliates. Access to Flows Engine, FlowsWave, FlowsPlay, and other modules. Pricing appears quote-based with enterprise tier options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Platform Subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
Flows product offering
Product offeringCore offering
Flows provides a cloud-based no-code orchestration platform built specifically for the iGaming industry, enabling operators, suppliers and affiliates to connect systems, coordinate data, and launch player-facing features (jackpots, bonuses, gamification, responsible gaming workflows, CRM campaigns) in real time without long development cycles. The platform processes over 600 million real-time events daily via Kafka-based infrastructure and includes modular products (Flows Engine, FlowsWave, FlowsPlay, FlowsOmni, Live Dashboards, Templates & Forms) plus a conversational AI layer (Flo) and an integration marketplace.
Product overview
Flows is an orchestration layer for modern iGaming that connects systems, coordinates data and turns ideas into real-time execution. The platform uses a modular architecture built around the Flows Engine as the core technology, with multiple products built on top including FlowsWave (frontend widget engine for player-facing experiences), FlowsPlay (gamification layer for branded interactive experiences), FlowsOmni (omnichannel suite connecting land-based and online gaming), Live Dashboards (real-time insights), and Templates & Forms (pre-built workflow templates). The platform also includes an AI layer called Flo that enables conversational product building, and an App Marketplace for third-party integrations. Since launching in November 2021, Flows has triggered over 40 billion events and processes over 600 million real-time events daily.
Differentiator
Problem solved
Functional benefit
Brands
- Flows Engine: Core platform behind Flows, giving modern iGaming businesses the power to orchestrate workflows, connect systems and launch faster. Built for speed, flexibility and scale.
- FlowsWave
- FlowsPlay
- FlowsOmni
- Live Dashboards
- Flo
Products and services
- Flows Engine The core platform behind Flows, providing the foundation for orchestrating workflows, connecting systems and launching faster. Built for speed, flexibility and scale, it enables iGaming businesses to orchestrate real-time events and coordinate data across systems without long development cycles.
- FlowsWave Flows' frontend widget engine that powers player-facing interactive experiences including pop-ups, jackpot celebrations, scratch cards, missions, predictions and responsible gaming tools. Helps iGaming businesses launch interactive experiences faster with more flexibility and control.
- FlowsPlay Flows' gamification layer designed to help iGaming businesses launch branded interactive experiences faster with pre-built templates and a flexible no-code interface for creating real-time jackpots and instant-win experiences.
- FlowsOmni Connected omnichannel suite that bridges land-based and online gaming, enabling unified loyalty programmes, personalised player journeys and connected touchpoints using the same automation and data layer behind Flows.
- Live Dashboards Real-time insights dashboard for tracking key metrics like player activity, VIP engagement and player churn with live data for monitoring performance and keeping teams aligned.
- Templates & Forms Pre-built templates and forms covering player insights, risk alerts and responsible gaming workflows. Designed to help teams get started quickly and tailor workflows to their operation without long development cycles.
- Flo AI layer built into the Flows platform that lets businesses build, deploy and improve gaming products through conversation. Flo sits on top of the Flows orchestration engine and acts as consultant, product manager, developer and QA, enabling C-level executives, operations leads and product teams to interrogate live flows, query performance, request changes and deploy them without writing code.
- Flows App Marketplace Marketplace for third-party integrations enabling businesses to connect their existing apps and tools to Flows. Includes apps for communication (Slack, Telegram, SendGrid), project management (Jira), data storage (Supabase, S3), AI (OpenAI), payments (Payment IQ), and cryptocurrency data (CoinAPI).
Quantifiable outcome
- Reduced integration time from 8-10 weeks to a few days
- +4 more outcomes
Companies that use Flows
Customer profileNamed customers19 records
Segments4 records
Ideal customer profiles3 records
Flows technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability8 records
Feature8 records
Flows partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Hub88coreHub88 selected Flows to power real-time player engagement, enabling faster and more flexible launch of engagement experiences. Through FlowsWave, Hub88 can launch tailored campaigns and gamified journeys that strengthen customer engagement.
- NYCE InternationalminorFlows listed on the NYCE Product Marketplace as a vetted solution provider for iGaming operators seeking to accelerate product delivery and automate workflows.
- FanaticscoreFlows announced a partnership with Fanatics to power a new real-time jackpot experience using their no-code automation platform across four US states (New Jersey, Pennsylvania, Michigan, and West Virginia). Fanatics Casino launched FanCash Jackpots powered by Flows technology.
- AristocratcorePartnership with Aristocrat for marketing jackpots. Dylan Slaney, CEO of Aristocrat, stated that Flows' avant-garde platform enables creation and launch of marketing jackpots at speed and with ease.
- Blixx GamingcoreBlixx launched FlowsPlay, enabling them to offer players a fantastic jackpot experience with full customization capabilities through the no-code platform.
- EnteractivecoreIntegration partnership combining Enteractive's (Re)Activation Cloud with Flows' advanced automation technology for innovative, data-driven player reactivation solutions.
- Customer.iocorePartnership to unlock iGaming-specific use cases around bonusing capabilities, leaderboards, and jackpots, delivering more dynamic, automated, and engaging solutions.
- Xcite VenturecoreXcite uses Flows for platform discovery and integration. Melvin Ritsema stated discovering Flows was a game-changer with limitless possibilities.
- AmelcocoreAmelco connected Flows into their platform along with Flows Jackpots feature, enhancing operators' ability to quickly adapt to market demands.
- Golden WhalecoreExtended partnership with Golden Whale combining their advanced engagement optimization with Flows' automation technology to empower operators with meaningful customer interactions.
- NetBetcorePartnership with NetBet enhancing efficiency and allowing delivery of tailored player experiences faster, supporting NetBet's position in online sports and casino markets.
- FunnzcoreFunnz uses Flows for safer gambling automation with velocity deposit flows, achieving 35% fewer time-outs and 14% fewer closures. Operating CasinoFriday and Shotz.com brands.
- PressEnter GroupcoreStrategic collaboration with PressEnter Group for technological leap and superior gaming experiences, aligned with their mission to innovate and provide cutting-edge gaming.
- Dragon GamingminorDragon Gaming partnered with Flows to customize and expand offerings to partners using Flows' solutions which offer unparalleled versatility.
- HungryBear GamingcoreHungryBear Gaming collaborated with Xcite and Flows to deliver multi-prize payout solution for Spree.com, enabling complex gamification features to be built within a single day.
Scale indicators6 records
Recent moves5 records
Expansion highlights6 records
Flows competitors and assessment
Company assessmentDirect peers
- Smartico: Smartico provides CRM, gamification, and player engagement automation for iGaming operators with a real-time workflow engine; it competes head-to-head with FlowsWave, FlowsPlay, and the broader no-code orchestration proposition.
- Optimove: Optimove is a CRM and marketing-automation platform purpose-built for iGaming and other vertical SaaS, with journey orchestration, segmentation and real-time triggers directly competitive with Flows' CRM automation and Live Dashboards.
- Fast Track: Fast Track offers an iGaming-native CRM, loyalty, and gamification platform with real-time player engagement tooling; it overlaps with FlowsPlay, FlowsOmni, and CRM automation use cases for online casino and sportsbook operators.
Broad incumbents
- EveryMatrix: EveryMatrix is a tier-1 iGaming platform provider offering PAM, casino, sportsbook and turnkey solutions; it is a broader incumbent that competes with Flows at the operator-stack level, particularly when RFPs consolidate multiple workflow needs into one vendor.
- Playtech: Playtech is a large publicly-listed iGaming and gambling technology supplier offering PAM, content, and engagement tools across regulated markets; it competes with Flows' operator-facing modules and benefits from global regulatory standing.
- Pragmatic Solutions: Pragmatic Solutions provides an iGaming PAM with player account, CRM, payments, and compliance tooling; it is a broader incumbent competing with Flows for operator wallet share when standardized platform suites are preferred over point solutions.
- BetConstruct: BetConstruct offers a broad iGaming and sportsbook technology suite, including platform, CRM, and player engagement modules; it competes with Flows across multiple product lines globally, with strong presence in emerging regulated markets.
- SkillOnNet: SkillOnNet operates a proprietary iGaming platform powering multiple operator brands with built-in CRM, gamification, and engagement tooling; it is a vertical incumbent whose in-house stack competes with Flows for outsourced engagement and automation.
- Light & Wonder (OpenBet): Light & Wonder's OpenBet division provides sportsbook and player-account technology, including engagement and content tools; it is a broad incumbent that competes with Flows' regulatory-grade, multi-jurisdiction orchestration capabilities.
Others
- Workato: Workato is a general-purpose workflow automation and integration platform used across industries; while not iGaming-specialized, it represents the horizontal no-code orchestration alternative operators might choose when iGaming-specific depth is not required.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Flows social profiles
Digital presenceFlows compliance and trust
Trust signalCompliance1 record
Flows financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flows leadership team
Management profileNumber of profiles
Profiles2 records
Flows funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flows M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flows
What does Flows do?
Flows provides a cloud-based no-code orchestration platform built specifically for the iGaming industry, enabling operators, suppliers and affiliates to connect systems, coordinate data, and launch player-facing features (jackpots, bonuses, gamification, responsible gaming workflows, CRM campaigns) in real time without long development cycles. The platform processes over 600 million real-time events daily via Kafka-based infrastructure and includes modular products (Flows Engine, FlowsWave, FlowsPlay, FlowsOmni, Live Dashboards, Templates & Forms) plus a conversational AI layer (Flo) and an integration marketplace.
Is Flows a public or private company?
Flows is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Flows founded?
Flows was founded in 2021. It employs 11 to 50 people.
Where is Flows based?
Flows is headquartered in London, United Kingdom, in the Europe region.
How does Flows make money?
One revenue line is on record: platform Subscription.
Who are Flows's main competitors?
Direct peers on record are Smartico, Optimove and Fast Track. Broad incumbents are EveryMatrix, Playtech, Pragmatic Solutions, BetConstruct, SkillOnNet and Light & Wonder (OpenBet). Workato is listed as an others.
Does Flows have an API?
Yes. Flows offers a developer platform with a FlowsJS Library that enables developers to trigger flows, send events to Flows, and listen to events from Flows. The platform allows developers to create custom Apps that communicate with external systems from within Flows. Documentation is available at help.flows.world with guides on FlowsJS overview, triggering single flows, sending events, and listening to events. Developer documentation is at help.flows.world/en.
What industry is Flows in?
Flows's product category is iGaming Orchestration Software. Its primary akta.pro industry code is MPAEAKAA, iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms), with a secondary code of MPAEAKAG, Game Aggregation, Content Distribution & RGS (Remote Game Servers). Its NAICS code is 54151 and its SIC code is 7370.