The Betting Startups Podcast

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

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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

     

    📩 Get the top headlines from the industry's most promising growth-stage companies every week—totally free! Subscribe to the Betting Startups newsletter here: https://news.bettingstartups.com/

     

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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.

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