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Flows launches Flo putting AI brain on iGaming orchestrator

| By iGB Freelance
Flows, the orchestration layer for iGaming, has launched Flo, an AI layer built into the platform that lets businesses build, deploy and improve gaming products through conversation.

Flo sits on top of Flows’ orchestration engine, which processes over 600 million real-time events a day across gaming. Users describe what they want to build, improve or automate, or simply describe the problem they’re trying to solve. Flo understands context, asks follow-up questions and guides those ideas through to live execution across systems.

It works for users who know exactly what they want and for those who don’t. Flo starts with a conversation about the user’s role, market and goals, then helps shape the right approach before building anything. For teams without a clear starting point, Flo plays the role of consultant, product manager, developer and QA in one conversation.

Flo also reads what’s already running and how it’s performing. It connects to and orchestrates the AI agents and tools businesses have already built, bringing them into the same conversation as the rest of their technology stack.

C-level executives, operations leads and product teams can ask Flo questions about live flows, query performance, request changes and have them deployed, all without writing code or opening a ticket.

Designed for operators, suppliers and affiliates, Flo works for individuals, teams, or across an entire organisation. Trained on how gaming actually works, every role, every regulation, every market, it brings context that generic AI tools don’t.

James King, CEO of Flows, said: “The biggest challenge in iGaming isn’t coming up with ideas. It’s the time and complexity required to turn them into something live. Flo changes that. Whether you know exactly what you want to build or you just know something needs to be better, you have a conversation, Flo understands your role and your business, and it builds.

“Senior teams can interrogate what’s running, ask why something is performing the way it is and act on the answer in the same conversation. The orchestrator still does everything it always did, jackpots, gamification, loyalty, omnichannel engagement. Flo just means there’s now a brain on top of it. The companies that adopt orchestration and AI together now will define gaming for the next decade.”

The launch marks a significant milestone for Flows as the company continues to expand its orchestration technology for modern iGaming operations. For more information contact [email protected]