SBC News Voice of the Sports Betting Industry
As the world continues to evolve and the industry is presented with an ever increasing array of global possibilities, the necessity of delivering sophisticated and agile technological solutions continues to soar.
It is deemed imperative that the distinctive requirements of clients are met to successfully enhance creativity and productivity when addressing the numerous difficulties presented.
Fulfilling this central challenge is where Flows comes in, says Daniel De Souza, VP of Commercial, who stresses that confidence in building on past expertise to drive forward a company he joined a little over three months ago.
In addition to also touching on the headwinds that are currently being felt and the crucial role that Flows plays in meeting and exceeding increasing demands, De Souza also elaborates on what could shape the future of the industry and the challenges presented in addressing these.
SBC News: Flows has achieved significant success across a number of markets. What internal ambitions does the company hold and how do you plan to best achieve these?
Daniel De Souza: Flows empowers businesses to build and release new products and features at an accelerated rate through its no-code automation engine.
We believe that whether you take Flows to build and deploy (mitigating the usual tech road bumps), integrate 3rd parties into your current tech stack within minutes (not weeks or months) or orchestrate and extend current 3rd parties capabilities, there is a Flows use case for everyone.
Building on this, we are further expanding and complimenting our engine with proprietary frontend solutions like FlowsWave, a versatile pop-up tool designed to deliver personalised, real-time messaging that can not only capture responses but then act on those responses.
These product innovations stem directly from customer feedback and identified gaps in the market. Next year, we’re excited to unveil further developments that will strengthen our offering … .so, watch this space.
Our long-term vision is to become the most integrated piece of software on the market and enable more businesses in all industries to drive innovation through digital automation.
SBCN: On the theme of markets, a number of headwinds are being felt across numerous geographies. Of these, which do you highlight as the most challenging and how can Flows help ease these for clients?
DDS: Significant challenges are emerging across global markets, particularly in regulated and soon-to-be-regulated regions.
This year there has been a lot of noise around Brazil which is soon to be regulated and with that a lot of new certification to be done and general rules to adhere to as both an operator gaining a license as well as PAM and supplier.
These regulatory shifts often disrupt product roadmaps, creating operational headaches. Flows alleviates these issues by offering tools that can aid product and compliance teams such as real-time high-velocity deposit trigger alerts, or age-based max bet limits, or any other requirement set by varying government bodies.
As regulations change – for example, a max bet adjustment change of £5 to £2 – marketing and ops teams can handle these updates without developers, ensuring adaptability and efficiency across the business.
SBCN: Anticipating and reacting to industry trends can be critical for businesses. What do you believe will shape the immediate future of the industry?
DDS: AI is the current buzzword and everyone is looking for ways to maximise their automation and personalisation efforts. These trends are transforming the landscape, but what is probably more interesting, are the tasks that are assigned to AI.
Tasks related to analysis, customer segmentation, and real-time personalisation are increasingly being entrusted to AI tools. As less technical teams take on more control of these processes, they want greater access to data with the ability to act on insights swiftly and independently.
This is where systems like Flows come into play. By providing a no-code data orchestration system that enables teams to design, automate, and execute workflows without needing support from development or BI teams. Flows effectively bridges the gap between creativity and execution.
For example, a marketer could use Flows to seamlessly integrate AI-driven insights with player behaviors, trigger alerts for VIP teams, or initiate KYC checks—all with just a few clicks.
SBCN: In an ever changing world, the demand for faster, more adaptable solutions is at an all-time high. What key difficulties does this present?
DDS: The industry has always focused on collecting data, but as this data becomes more complex, the need for real-time data adaptability grows. Operators now aim to create an ‘Amazon experience,’ putting customers at the heart of their approach and understanding their needs on a deeper level.
Take CRMs, for example. What once served as a simple tool for broadcasting messages has evolved into a sophisticated system capable of tracking ROI, monitoring player lifetime value, and building campaigns at scale—all while integrating data from multiple platforms and systems. Managing these interconnected processes effectively and efficiently has become a significant challenge.
With Flows, companies gain the ability to manage all their differing tools data together, in a single interface, reducing technical dependencies, and having the ability to adjust processes instantly, delivering the kind of personalised experience that modern customers expect!
SBCN: With this in mind, how will flows meet these ever increasing needs and demands?
DDS: Flows’ no-code platform meets the increasing demand for faster, more adaptable solutions in today’s market. Depending on the client’s needs, Flows functions as a versatile Swiss Army knife, and can serve as a bonus engine, jackpot tool, system integrator, data orchestrator, omni-channel enabler, and much more.
A prime example comes from a customer who approached our customer success management team with the idea of creating an advent calendar. Following a single meeting, the team leveraged the platform’s capabilities to build the solution within days.
Using multiple synced Flows, we created a seamless chain of events tailored to various player segments and groups. This innovative approach also showcased the capabilities of our team and system capabilities to act on client’s wishes in a timely manner.
The outcome highlights how Flows not only meets unique client needs quickly but also fosters creativity and efficiency based on the system capabilities to offer unparalleled agility in addressing market challenges.
SBCN: How does your background and expertise shape the approach being taken at Flows?
DDS: My background in leading CRM and operations teams as an operator has given me deep insights into the operational challenges of managing fragmented data across multiple systems.
I’ve spent years piecing together ‘hacky’ solutions to access KPIs and ensure data consistency. When I first came across Flows, I instantly recognised its potential to streamline those processes and eliminate that workload and data redundancy.
Having lived through those pain points, I’m now perfectly positioned to identify and solve business challenges, leveraging Flows’ adaptability and scalability to help organisations navigate their unique operational landscapes.
