Ep. 188: Building 'Zapier for iGaming' w/ James King from Flows

Ep. 188 features James King, CEO & Co-Founder of Flows, for a deep dive into building a no-code automation platform powering some of the biggest operators in global gaming.

Hear him discuss:

• His 16-year industry journey across iGB Affiliate, Clarion Events, and Gaming Innovation Group and how industry-wide tech frustration inspired the founding of Flows
• What Flows actually is: a no-code automation layer that ingests real-time data and lets teams build alerts, bonus engines, jackpots, omnichannel loyalty, and more all without developers
• How operators integrate Flows, the speed of deployment, and why its Zapier-like interface is built to handle billions of gaming events
• The company’s commercial model, recent traction, and major U.S. launches
• Why the U.S. remains the biggest long-term opportunity despite slow sales cycles, and how Flows is navigating sweeps, prediction markets, and regulated operators
• Why Flows sees itself as a tech company in gaming and how its technology can extend to fintech, retail, and other enterprise verticals
• The rationale behind choosing a strategic investment from Light & Wonder over traditional VC, and how the partnership has helped accelerate growth
• A candid look at the overloaded conference landscape, which events actually deliver ROI, and which ones startups should prioritize
• What’s coming in 2026, new products, AI-driven innovation tools, expanded U.S. growth, and deeper empowerment for teams to build and automate faster than ever

Catch the video version of this episode here.

Learn more 👇

➡️ Flows website

➡️ James King on Linkedin

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This podcast is presented by Optimove, the #1 CRM Marketing solution for the iGaming industry. Since 2012, Optimove has served iGaming Operators from startups to industry leaders. Today, 4 out of the Top 5 US Operators Personalize Player Experiences with Optimove. iGaming operators know their growth journey begins and continues with Optimove, the #1 CRM Marketing solution for the iGaming industry.