Flows, an orchestration platform for iGaming, announced that LCKY Group has selected Flows to power innovation across its technology stack.
“The deal sees Flows become a connective layer across LCKY Group’s six online casino brands and B2B game studio, giving teams across the group the ability to innovate, launch, and build faster across every part of the business,” the companies announced.
LCKY Group operates LuckyCasino, HappyCasino, FlaxCasino, Vera&John, OneCasino and RoyalCasino, alongside B2B game studio Swintt and other businesses within the Group. With Flows, LCKY Group’s teams can connect systems, orchestrate data and decisions in real-time, and build products across brands from a single system, Flows. The integration cuts the time between idea and execution significantly, said Flows.
The deal also includes Flows’ dedicated gamification layers FlowsPlay and FlowsWave, giving LCKY Group’s teams tools to build promotional campaigns, loyalty mechanics and interactive player experiences in-house.
Flows most recently launched Flo, an AI layer that works with industry stakeholders to build dedicated products.
James King, CEO at Flows, said: “For a huge group like LCKY, this is about giving genuinely great management and teams the tools to move as fast as their ambition. It’s not just orchestration, and it’s not just gamification; it’s about accelerating what LCKY can build across the whole business. I’m excited to be working with Alex Manning again and with the wider LCKY team, as they continue to innovate and grow.”
Alex Manning, Group CTO at LCKY Group, said: “We’re always looking for ways to give our teams more freedom to innovate and create better experiences across our brands. Flows gives us the speed and flexibility to test ideas, launch new initiatives, and build engaging experiences across the Group without adding unnecessary complexity. We’re excited about what this will unlock for our teams and, ultimately, for our players.”
“The partnership is a marquee enterprise signing for Flows,” the company said, “and reflects growing demand across iGaming for a platform that helps operators move faster and innovate across their whole business as their portfolios grow.”
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Related reading: The next phase of AI in iGaming is execution and Beyond the Sportsbook: Why Engagement Is Becoming iGaming’s Biggest Competitive Advantage.
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Originally published in the NYCE Marketplace section on Yogonet on September 10, 2026.