In iGaming, the biggest challenge isn’t having the right tools, it’s making them work together in an effective manner. 

Take a look under the hood of most operators and you’ll find a maze  of examples, from CRMs, analytics dashboards, bonus engines and platforms – but rarely are they in sync. These systems don’t talk to each other, which means operations spend more time managing tools, than using them.

That’s the problem Flows set out to solve, removing the friction between technologies so operations can focus on what really drives performance. 

As operators juggle countless platforms, tools, and systems, cross-tool orchestration is becoming the obvious next step. It’s no longer about siloed systems. Operators need to move with the speed of data.

Against this backdrop, Daniel De Souza, VP of Commercial at Flows, explains how the company is helping operators simplify complex processes, bridge legacy systems and empower operations to act instantly, not reactively.

A step back in time

For De Souza, Flows was born out of experience. Following years of work in CRM and operations at companies such as Betway, he bore witness to a potential evolution when previous practices began to fall short.

“Back then, CRM meant sending an email or an SMS. That was it,” he recalls. “Your job was to make sure customers got a message and hopefully kept playing. There wasn’t much science or attribution behind it.”

Fast forward a decade, and the game has changed. Push notifications, automation, segmentation and AI-driven retention are all evident, with every new layer adding complexity. 

Nowadays, operators aren’t just competing with each other, but Netflix, TikTok, and a world of distractions for the same 15 seconds of attention. The limited timeframe to make a difference draws ever closer to being slammed shut.

“You have this tiny window to make a difference and keep a customer engaged,” De Souza says. “That’s where CRM has evolved, but it’s also where it’s hit a wall.”

Breaking through data silos

The ‘wall’ consistently being hit concerns that of data, or rather, the fragmentation of it.

Operators want real-time insight, but legacy tech stacks and siloed systems make it almost impossible to move fast enough. 

De Souza explains: “What worked five or ten years ago just doesn’t cut it now. Teams are expected to build advanced, bespoke, personalised player journeys, but often the data’s just not there and it creates this data silo effect. That’s the gap we’re fixing.”

Flows bridges those gaps. It plugs into what’s already there connecting data across CRMs, BI tools, game engines, and platforms, without the need to rebuild or replace anything. There’s no single tool that can fix every operational pain point, but Flows, De Souza says, comes remarkably close. 

“You’ve already got your own tech stack and commitments with third party tools,” he continues. “You can’t just rip up and replace everything overnight.  

“That is where we plug in, giving you the flexibility to integrate and test new systems in minutes, not months.”

A new era of automation

Where CRMs manage communication, Flows manages operations. Instead of ripping and replacing technology, Flows plugs into what’s already there and essentially becomes the connective tissue across the tech stack that already exists.

De Souza frames it clearly: “CRMs weren’t designed to make operational decisions in real time. That’s where Flows sits. We’re the connective tissue, capturing and reacting to events before they even hit the CRM layer.”

This solution removes the traditional barriers that can slow companies down, such as silos, developer bottlenecks, endless approval chains, and replaces them with real-time, no-code automation anyone can use.

“If a player opens a game and closes it two spins later, we know what game they played, their transactional value, and their win or loss in the moment, in real time,” says De Souza. 

“And because we’re connected to everything, and not replacing anything, we can allow operators to make decisions across every tool in their stack.”

The result? Agility. Teams can test ideas instantly, automate manual work, and respond to player behaviour or regulatory shifts without waiting on development cycles. 

“We talk a lot about AI,” De Souza adds. “But what we’re really doing is freeing people up to use it, to think creatively, to strategise, to deliver impact, instead of being stuck in the process.”

From orchestration to operational intelligence

Looking ahead, De Souza believes the next chapter of iGaming will be defined by cross-tool orchestration, connecting every part of an operation so that decisions, actions and insights flow effortlessly between systems and teams.

“Operators today have to update five different systems to launch a campaign,” he notes. “That’s where mistakes happen, data gets delayed, and opportunities get missed. We’re changing that.”

With Flows, updates ripple across systems, CRMs, BI dashboards, bonus engines, compliance tools and more in seconds. The outcome? Fewer silos, more speed, and decisions that happen in real-time.

De Souza also sees a major shift coming in compliance automation, where AI will handle routine decision-making safely and consistently.

“Flows can automate risk checks, analyse player value, and even assign confidence scores to decisions,” De Souza explains. “Instead of a junior compliance officer making 50 judgment calls a day, we can run that process 24/7, free from human bias.”

This approach doesn’t remove people from the process, it removes the friction around them. Flows helps operations move from reactive compliance and manual management to intelligent, data-driven decision-making.

Where others see barriers, Flows builds bridges

As the industry pushes toward smarter, leaner, faster operations, De Souza’s message is a simple one.

“Automation isn’t about removing people,” he declares. “It’s about removing friction within the business.”

Where legacy systems slow teams down, Flows offers the freedom to connect, create, and operate without barriers.

For De Souza, this freedom is what defines the next era of operational excellence. “When technology works seamlessly, people can focus on ideas, strategy and impact. That’s what operating without barriers really means.”