FlowsPlay – reflecting the growing need for fast innovation in iGaming

Simplicity and speed are qualities heavily desired within the industry, but are often hard to pin down. However, when it comes to gamification, Flows believes that it’s found the winning formula.

Utilising advanced game elements and mechanics is aligned with increased dwell time, and the benefits of creating distinctive experiences clear for all to see. Enter FlowsPlay.

This, the group says, centres around speed, ownership, and unlocking creativity without the need for developer dependency, with pre-built templates and a no-code interface enabling the launch of branded, localised, interactive experiences in minutes.

Following this latest introduction and initial go-live, Chief Product Officer, Andrew Doublesin, pulls back the curtain and reveals just why this product is set to take the industry by storm.

Flexibility and versatility

The concept behind this latest product is a simple one: setting a new benchmark for how fast teams can deploy, customise, and manage front-end gamified features, without needing technical support.

However, in conversation with SBC News, Doublesin begins by touching upon the initial inspiration for FlowsPlay, which was born out of client desires.

“We launched FlowsPlay after seeing many clients using Flows to build back-end logic for gamification features,” he says.

“However, they often still needed to develop the front-end separately, which meant extra time, resources, and technical input. On top of that, administration could sometimes feel less intuitive. We wanted to remove these barriers and provide a complete, end-to-end solution. 

“With FlowsPlay, clients can now create powerful features and deliver user-friendly front-end experiences faster, while managing everything more easily in one place.”

As in many corners of the industry, the gamification space is packed with tools and just as many promises about why each one is supposedly a cut above the rest.

But when it comes to what truly sets FlowsPlay apart, it all comes back to two fundamentals: flexibility and simplicity. They’re baked into the product from the ground up, giving operators more control, less complexity, and faster routes to delivery.

“We’ve built an easy step-by-step guide that helps clients create things like jackpots in no time,” Doublesin comments.

“But what really sets it apart is how it works together with Flows’ no-code automation. With Flows handling the back-end logic, clients get a flexible setup that can adapt to many different situations. 

“If a client has a special request, we can usually meet it by simply adjusting the flow logic with no extra development needed. This makes FlowsPlay incredibly versatile and helps clients roll out new ideas and changes quickly.”

No time to waste

Time is of the essence. An idiom that perfectly encapsulates work across the iGaming ecosystem amid a never-ending scramble to keep pace with a continuously developing landscape.

WIth so many opportunities available via FlowsPlay, Doublesin continues the conversation by touching on the speed in which operators go from idea to live gamification via this latest introduction.

“How fast an operator can go live really depends on how they want to use FlowsPlay,” he explains. “If they’re taking one of the ready-to-use widgets and already have a Flows integration in place, they could technically have something up and running in just a few hours. 

“Of course, in practice, there’s usually a bit more time spent on planning what the jackpot or promotion should look like and on testing, which often stretches the timeline to a few weeks. 

“Either way, FlowsPlay gives operators the ability to move much faster than traditional development would allow.”

Last month, Blixx Gaming became the first partner to go live with FlowsPlay to launch a new jackpot experience, which is hailed as just one example of what’s possible with the tool.

However, this begs the question of what else is available for operators to build? As with any new development, Doublesin confidently proclaims that this is merely just the start.

“We have a clear roadmap to bring even more features to the platform,” he notes. “Soon, operators will be able to build things like wheel promotions, game recommendation engines, leaderboards and more. 

“Because FlowsPlay is powered by Flows, it will give operators the flexibility to customise and launch these features easily, without relying on development teams. It’s all about giving them more tools to engage players and stand out in the market.”

It is this concept that captures the attention. How can you truly rise above the sheer volume of competition, as well as a sea of sameness that often accompanies developmental practices, to truly appeal to players.

This is where the concept of localisation rears its head. With many geographies being potential targets, and the idea of a global hit a thing of the past, tailoring your output to meet specific desires has never been more critical.

“With so much competition in the market and many casinos offering the same games, it’s more important than ever for operators to stand out,” Andrew Doublesin says.

“Branded, localised experiences help give a casino its own identity and keep players engaged. But it’s not just about having these experiences, but also about being able to launch them quickly and update them often. This shows innovation and keeps the excitement fresh for players.”

Where is the industry heading?

Staying ahead of the curve and possessing the ability to predict future trends is arguably the difference between keeping pace and being left languishing behind.

With this in mind, Doublesin looks at how FlowsPlay reflects where iGaming is heading, which he simply puts down to the growing need for fast innovation.

“The industry is highly regulated and always evolving, which often leaves operators with little time to focus on new ideas,” he comments.

“We believe tools like FlowsPlay, which make it easy to launch fresh experiences quickly, will help drive the industry forward. 

“By giving operators a simple way to add new excitement and engage players, without long development cycles, FlowsPlay supports the kind of agility the market is now demanding.”

Despite only recently going live Flows already has big plans to scale the impact of its new gamification layer. According to Doublesin, the focus now is on helping clients move faster and see real value from every launch.

“We want to see operators rolling out new features with ease and speed, and then seeing clear results whether that’s stronger player engagement, increased retention or more brand loyalty,” he concludes.

“If our clients can bring new experiences to their players quickly and see measurable impact, then we know we’re on the right track.”