Flows

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.

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

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

• No-code iGaming platform
• Real-time player engagement
• Gaming workflow automation
• IGaming CRM orchestration
• Responsible gambling automation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core 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

Named customers19 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability8 records

Feature8 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Hub88coreTechnology or Integration · 31 March 2026Hub88 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 InternationalminorGTM or Marketing Partner · 12 March 2026Flows listed on the NYCE Product Marketplace as a vetted solution provider for iGaming operators seeking to accelerate product delivery and automate workflows.
• FanaticscoreStrategic or Co-development Partner · 11 December 2025Flows 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.
• AristocratcoreStrategic or Co-development PartnerPartnership 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 GamingcoreStrategic or Co-development PartnerBlixx launched FlowsPlay, enabling them to offer players a fantastic jackpot experience with full customization capabilities through the no-code platform.
• EnteractivecoreTechnology or IntegrationIntegration partnership combining Enteractive's (Re)Activation Cloud with Flows' advanced automation technology for innovative, data-driven player reactivation solutions.
• Customer.iocoreTechnology or IntegrationPartnership to unlock iGaming-specific use cases around bonusing capabilities, leaderboards, and jackpots, delivering more dynamic, automated, and engaging solutions.
• Xcite VenturecoreTechnology or IntegrationXcite uses Flows for platform discovery and integration. Melvin Ritsema stated discovering Flows was a game-changer with limitless possibilities.
• AmelcocoreTechnology or IntegrationAmelco connected Flows into their platform along with Flows Jackpots feature, enhancing operators' ability to quickly adapt to market demands.
• Golden WhalecoreStrategic or Co-development PartnerExtended partnership with Golden Whale combining their advanced engagement optimization with Flows' automation technology to empower operators with meaningful customer interactions.
• NetBetcoreStrategic or Co-development PartnerPartnership with NetBet enhancing efficiency and allowing delivery of tailored player experiences faster, supporting NetBet's position in online sports and casino markets.
• FunnzcoreTechnology or IntegrationFunnz 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 or Co-development PartnerStrategic collaboration with PressEnter Group for technological leap and superior gaming experiences, aligned with their mission to innovate and provide cutting-edge gaming.
• Dragon GamingminorStrategic or Co-development PartnerDragon Gaming partnered with Flows to customize and expand offerings to partners using Flows' solutions which offer unparalleled versatility.
• HungryBear GamingcoreTechnology or IntegrationHungryBear 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

Direct 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

• Xx.com/FlowsJustflowit
• YouTubeyoutube.com/channel/UCfn6sHvitzrRBukAbaskQvQ
• Facebookfacebook.com/JustFlowIt
• LinkedInlinkedin.com/company/flowsworld
• Instagraminstagram.com/flows_justask

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flows