Daniel de Souza: “Flows doesn’t simply provide tools; we build innovative, client-focused solutions”

The past year has been a time of intense expansion for Flows in the US market. What are the key priorities and challenges for Flows in the US iGaming market compared to other regions?

The recent collaboration between Flows and Light & Wonder to launch the Wonder Drops player engagement product (part of Light & Wonders Elevate product suite) marked a significant milestone in our growth efforts. With Wonder Drops already live with Penn and more operators on the horizon, this partnership strengthens Flows’ presence in the US market whilst tying us into an industry heavyweight. More importantly, securing our first major client helps establish the Flows brand stateside.

While the US market is highly focused on innovation, many operators still rely on outdated, legacy, tech stacks. Flows helps bridge this gap by enabling them to advance and modernise, without having to rebuild their current systems or heavily rely on development, offering greater in-house control.

Our biggest challenge isn’t the integration itself. That is where Flows excels. The real challenge is helping operators fully embrace the shift. Our focus is on giving them the tools to orchestrate data, streamline workflows, and operate more self-sufficiently, all while reducing reliance on rigid platforms. It is about making it easier for operators to innovate, move faster, and focus on delivering better player experiences.

How significant was the support from Light & Wonder for this expansion into the US? A recent result of your cooperation was the launch of Wonder Drops in Michigan.

Light & Wonder has been a fantastic partner for Flows and a key driver of our expansion across North America. Through powering their Elevate product suite, Flows recently helped launch Marketing Jackpots with a leading operator in Michigan, delivering exceptional results in both turnover and player engagement.

This success paves the way for accelerating the rollout of Marketing Jackpots, Hotseats, and future innovations with Light & Wonder across multiple US states and beyond. Huge thanks to Simon Johnson and the wider Light & Wonder team for their ongoing trust and collaboration.

More broadly, this first US launch highlights Flows’ core strength rapidly building and deploying innovative products at scale, without lengthy development cycles. It’s a clear demonstration of how Flows’ no-code technology can help operators move faster, enhance player engagement, and unlock incremental revenue — all while keeping operational complexity to a minimum.

As US operators increasingly look for solutions that span both land-based and online environments, Flows is uniquely positioned to support them. Our ability to orchestrate real-time data across retail and digital ecosystems enables operators to build unified loyalty programs, seamless player experiences, and fully connected promotional campaigns. We’re excited to continue working with Light & Wonder and other partners to drive innovation across the evolving North American landscape.

As Flows continues to grow in the US, how are you adapting your product offerings to meet the specific needs of this market?

Flows’ product suite is unparalleled. At the heart of Flows is Flows Engine, the backbone of our platform that enables operators to automate workflows, integrate tools, and build without code—all at speed. It powers everything we do, from streamlining operations to driving player engagement.

As we continue to expand in the US, we’re bringing a suite of solutions designed to allow operators to orchestrate their data. To name a few, FlowsWave is a real-time pop-up messenger that helps operators engage players instantly with personalized messaging. Marketing Jackpots is a fully customizable jackpot tool that integrates seamlessly with all of your content, while FlowsOmni bridges land-based and online gaming, delivering a true omnichannel experience.

And we’re just getting started! Our flexible technology infrastructure allows us to tailor products specifically for regional needs as we expand into the US market. This adaptability not only enables seamless integration of external tools but also empowers us to develop custom solutions for our clients, for instance, our Pop-up tool was transformed into an Advent calendar for one client within a few days for the Christmas period.

Flows doesn’t simply provide tools; we build innovative, client-focused solutions that evolve and adapt with your business.

Not long ago, we were also introduced to FlowsOmni. In your opinion, what are the key aspects of this solution that facilitate the omnichannel approach?

The omnichannel approach has been a major focus in the industry for years, but operators still face challenges managing data across fragmented legacy systems while navigating complex regulations. At the same time, the online space continues to push the boundaries with real-time experiences. This is where FlowsOmni truly stands out. As the industry expands globally and regulatory frameworks evolve, there’s a growing demand for seamless customer experiences as players move between online and offline environments.

FlowsOmni bridges this gap by connecting all environments, empowering operators to orchestrate their data and create unified products that meet these demands. Its flexibility and scalability give operators the power to centralize system connections, build smarter workflows, enhance loyalty programs, streamline operations, and boost player engagement all from a single platform.

An effective omnichannel strategy allows businesses to create a more cohesive customer journey by maximizing the value of their data, across the entire ecosystem. This can include unifying loyalty programs, delivering consistent branding and personalized offers. Operators in a range of jurisdictions, from established regions such as the US to emerging markets like the Middle East and Asia, will benefit from a truly unified omnichannel solution.

How could this solution be crucial for your operations in the US and, for example, your further collaboration with Light & Wonder?

FlowsOmni plays a crucial role in strengthening our US operations and deepening collaborations with key players like Light & Wonder. As the industry expands and regulatory frameworks evolve, operators are under increasing pressure to deliver seamless experiences across both online and offline environments.

But FlowsOmni is just one piece of the puzzle. Our broader tech stack is designed to centralize data, automate workflows, and simplify integrations, giving operators the freedom to customize solutions based on their specific needs. Whether it’s powering leaderboards, jackpots, player alert systems, bonus engines, or acting as a seamless integration hub, Flows adapts to fit a range of use cases. This adaptability makes it a strong asset for ongoing collaborations, like with Light & Wonder, and opens the door for future projects that push the boundaries of player engagement and operational efficiency. FlowsOmni helps operators scale quickly and deliver standout experiences without being constrained by outdated tech stacks

Can you give us a sneak peek into your plans for the US market in 2025, considering both geographic and product expansion?

Flows will continue to drive innovation in the industry by expanding our product suite of tools, empowering operators to innovate, orchestrate and automate, empowering them to work smarter and not harder.

In 2025, we will enhance our platform with further pre-built templates and tools for operators, and introduce advanced features powered by real-time data orchestration. These innovations will enable operators to create personalized player experiences and unlock new growth opportunities.

We’re also exploring partnerships in adjacent industries, demonstrating Flows’ versatility as a cutting-edge automation and data orchestration platform that can be used in multiple fields. Our mission is to empower our clients to innovate and automate without constraints and adapt to evolving challenges.