Flows Omni: A fresh approach to bridging land-based and online gaming

Operators across a range of jurisdictions, from established regions such as the US to the fresh opportunities that could be presented by the likes of New Zealand, Middle East and Asia, are set to benefit from a truly unified omnichannel suite, confidently suggests Flows CEO James King.

This positivity and optimism was expressed upon the launch of FlowsOmni, which is designed to permit organisations to unify their land-based and digital functions “with unparalleled ease”.

In a wide-ranging conversation with SBC News, King delves into the inner working of this solution, examines the key difficulties faced when traditional retail entities transition into the digital domain, discusses just how FlowsOmni can strengthen loyalty and retain, touches on future innovations we can expect from the company and much much more.

SBC News: What inspired the launch of FlowsOmni, and how does it reflect Flows’ vision for the future of igaming?

James King: The launch of FlowsOmni reflects Flows’ dedication to breaking down technical barriers and enabling customers who have both physical retail and digital operations to innovate across their businesses without constraints.

As the igaming industry grows and regulatory frameworks expand globally, operators with both face increasing demands for seamless and frictionless customer experiences while moving between the two environments.

FlowsOmni bridges this gap by connecting all environments, empowering operators to orchestrate their data and create unified products.

It certainly aligns with our vision to become the most integrated piece of software on the market, enabling businesses to drive innovation through digital automation while redefining omnichannel engagement for the future of igaming.

SBCN: Can you share an overview of FlowsOmni and how it bridges the gap between land-based and online gaming?

JK: FlowsOmni is the next evolution in omnichannel innovation, specifically designed to bridge the long-standing gap between land-based and online gaming.

With its out-of-the-box suite of pre-built templates, FlowsOmni enables operators to unify their physical and digital ecosystems effortlessly, creating a seamless player experience across all touchpoints.

At its core, FlowsOmni removes the friction often associated with connecting diverse systems, whether it’s syncing loyalty programs, integrating single wallets, or unifying KYC processes.

What truly sets FlowsOmni apart is its dual functionality: not only does it provide immediate solutions through its pre-designed templates, but it also empowers operators to innovate independently. By leveraging Flows’ unparalleled data orchestration and real-time automation capabilities, operators can build custom workflows, tailoring their products to meet the unique demands of their player base.

Whether launching cross-channel promotions or enhancing player safety features, FlowsOmni eliminates technical barriers, allowing businesses to unlock new revenue streams and deliver cohesive, memorable experiences—all with unparalleled speed and without the need for heavy development investment. 

SBCN: Why is omnichannel functionality so critical for operators in today’s igaming landscape?

JK: Omnichannel functionality is incredibly important for businesses that operate both physical and digital operations. For those with a presence in both spaces, it bridges the gap between offline and online, ensuring seamless, connected experiences for customers.

Whether it’s unifying loyalty programs, synchronising data, or delivering consistent branding and personalised offers, an effective omnichannel strategy allows businesses to maximise the value of their entire ecosystem, creating a more cohesive customer journey.

As markets evolve and customer expectations grow, businesses with unified operations are better equipped to adapt, innovate, and meet these demands.

Whether in igaming, retail, or hospitality, delivering connected and tailored experiences fosters stronger relationships, deeper engagement, and long-term loyalty – turning operational challenges into opportunities for growth and success.

SBCN: How does FlowsOmni specifically support player loyalty and retention across channels?

JK: FlowsOmni enhances player loyalty and retention by empowering operators to deliver consistent, personalised experiences across both land-based and online environments.

For businesses that operate in both spaces, the platform ensures seamless synchronisation of player data, such as loyalty points, rewards, and gameplay preferences. This allows players to enjoy a unified experience, accessing their benefits and promotions effortlessly, whether they are visiting a physical venue or engaging online.

Through its no-code capabilities, FlowsOmni enables operators to design tailored workflows that trigger specific actions, such as rewarding players for frequent visits to a retail location or sending personalised promotions based on their online activity.

These workflows can be integrated with existing campaign tools to automate real-time player engagement. By unifying operations, leveraging data, and streamlining decision-making, FlowsOmni helps businesses foster deeper connections with their customers, driving retention and long-term loyalty across all channels.

SBCN: What are the biggest challenges land-based operators face when transitioning to online gaming, and how does FlowsOmni address these?

JK: Land-based operators face unique challenges when transitioning to online gaming, particularly in maintaining the agility and innovation that digital-only companies have historically leveraged to gain market share.

These challenges often stem from the complexity of managing and integrating diverse systems across physical and digital channels, slow integration processes, and limited scalability to respond to rapidly changing market demands.

While established land-based operators excel in creating immersive, in-person experiences, they risk falling behind in the increasingly competitive digital landscape without the right tools.

FlowsOmni is designed to address these challenges head-on, ensuring land-based operators can compete effectively with digital-only counterparts.

The no-code platform streamlines the integration of offline and online systems, enabling operators to adapt quickly, launch features faster, and orchestrate unified player experiences without being bogged down by technical limitations.

By breaking down silos and fostering operational agility, FlowsOmni allows operators to maintain their market leadership while expanding into the digital space.

Moreover, FlowsOmni supports the broader trend toward omnichannel excellence, enabling land-based operators to deliver seamless, connected, and future-focused experiences.

From synchronised loyalty programs to efficient data orchestration, the platform ensures that operators can innovate at speed, meet player expectations, and secure their position in an evolving and highly competitive industry.

SBCN: Seamlessly connecting land-based and online gaming is often a technological challenge – how does FlowsOmni simplify this process for operators?

JK: Connecting land-based and online gaming often involves complex system integration, but FlowsOmni simplifies this by serving as a central orchestration layer. With its no-code framework, it enables operators to unify data streams and workflows from both environments efficiently, reducing the need for extensive technical resources.

FlowsOmni represents a scalable, adaptable solution to modernise operations without disrupting existing systems. It ensures real-time synchronisation of loyalty rewards, player preferences, and transactional data across channels, creating a consistent player experience.

By leveraging existing infrastructure while adding advanced capabilities like real-time automation and personalisation, FlowsOmni empowers operators to deliver unified omnichannel experiences with ease.

SBCN: Omnichannel has been a hot topic in igaming for years – what makes FlowsOmni a fresh and exciting solution?

JK: Omnichannel has been a hot topic in igaming for years, but FlowsOmni brings a fresh perspective by eliminating the complexity and enabling rapid innovation. Its no-code framework allows operators to implement and adapt quickly, bypassing the lengthy development cycles of traditional solutions and empowering them to meet player expectations and market demands with agility.

What sets FlowsOmni apart is its flexibility and scalability. By centralising system connections, it enables operators to build workflows that enhance loyalty, streamline processes, and boost engagement.

FlowsOmni is not just about simplifying operations; it’s about unlocking the potential for creative, unified player experiences across channels, helping operators stay competitive in a fast-evolving industry.

SBCN: How does FlowsOmni reflect broader trends or challenges in the igaming sector?

JK: FlowsOmni addresses key trends and challenges in the evolving igaming sector. With players demanding seamless, unified experiences across land-based and online channels, operators face increasing pressure to integrate fragmented systems and manage data efficiently – all while navigating tightening regulations.

FlowsOmni reflects these industry shifts by offering a no-code platform that centralises data, automates workflows, and simplifies integration. Its adaptability allows operators to meet market demands quickly, enhance operational efficiency, and deliver connected, player-centric experiences. By tackling these challenges head-on, FlowsOmni positions operators to stay competitive and compliant in a rapidly evolving landscape.

SBCN: What can the industry expect next from Flows as you continue to innovate in this space?

JK: The industry can expect Flows to continue driving innovation by expanding our suite of tools that empower operators to work smarter and faster. With the launch of FlowsOmni, we’ve set the stage for a deeper focus on unifying land-based and online systems, and this is just the beginning.

In 2025, we’ll enhance our platform’s capabilities with more pre-built templates and tools for omnichannel operations, while also introducing advanced features powered by AI and real-time data orchestration. These innovations will enable operators to create personalised player experiences, streamline operations, and unlock new opportunities for growth.

Beyond gaming, we’re also exploring partnerships and applications in adjacent industries, demonstrating Flows’ versatility as a cutting-edge automation and data orchestration platform. Our mission remains the same: to empower our clients to innovate without constraints, adapt to evolving challenges, and lead in their respective markets.