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

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

Author: BettingStartups.com November 27, 2025 Duration: 36:36
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/   --- 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.

Ever wonder what it's actually like to build a company in the fast-paced and often secretive world of sports betting and online gaming? The Betting Startups Podcast pulls back the curtain, offering a rare, unfiltered look at the people trying to reinvent this multi-billion dollar industry. Instead of just analyzing markets or trends, each episode sits down with the founders and CEOs themselves-the individuals navigating complex regulations, fierce competition, and rapidly changing technology to turn an idea into a viable business. You'll hear firsthand accounts of the early struggles, the pivotal moments of securing funding or launching a product, and the unique challenges of building trust in a sector where it’s paramount. This isn't about theoretical business advice; it's a series of real stories from the trenches of entrepreneurship in one of today's most dynamic digital landscapes. Presented by BettingStartups.com, the podcast provides a genuine narrative around innovation, capturing the human ambition and strategic thinking driving the next wave of companies in fantasy sports, iGaming, and beyond. Tune in for conversations that are as much about resilience and vision as they are about the specifics of the betting industry.
Author: Language: English Episodes: 50

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