Taking a leap into entrepreneurship is never easy, especially when stepping away from a stable and growing company. But for James King, co-founder and CEO of Flows, the decision to go solo and build an industry-defining no-code automation platform wasn’t just a business move—it was a calculated risk with a clear vision.
From Stability to Startup: King’s Bold Move
Leaving behind a secure leadership role to start a company from scratch isn’t for the faint-hearted. But for King, the opportunity to create something new outweighed the comfort of an established position.
Flows launched in 2021 with a straightforward yet ambitious goal—make automation accessible to operators without needing a single line of code. The system enables companies to streamline development and workflow processes while adding gamification elements like missions and tournaments without relying on technical teams.
This flexibility is what sets Flows apart. “All our markets are sort of going in the right way,” King shared at ICE 2025 with iGB@ICE host Katie Goldfinch. “We’re gaining clients versus losing them. Revenues are going up.” A startup founder’s dream scenario, but one that comes with its own challenges.
No-Code Innovation: More Than Just a Trend
The iGaming sector is constantly evolving, with operators looking for ways to enhance user engagement while keeping costs down. Traditional development cycles can be slow and expensive, making no-code solutions like Flows an attractive alternative.
By eliminating the need for complex coding, companies can:
- Deploy new features quickly
- Reduce dependency on IT teams
- Experiment with gamification without heavy investments
King believes this approach gives operators the edge they need to stay competitive. “The product roadmap is really exciting, with new releases coming on time,” he said. That kind of reliability is crucial in an industry where speed and adaptability are key.
Listening and Adapting: A CEO’s Perspective
Being a startup founder isn’t just about having a great idea—it’s about execution. And for King, that means staying adaptable and listening to feedback.
“All our markets are going in the right way,” he reiterated, highlighting the importance of understanding client needs. Whether it’s refining features or optimizing workflows, Flows aims to evolve alongside its users.
This mindset isn’t just about growth—it’s about survival. In a competitive industry, companies that fail to listen risk falling behind. King’s leadership style reflects that awareness, ensuring Flows remains relevant as the market shifts.
The Road Ahead for Flows
With a growing client base and increasing revenues, Flows is on an upward trajectory. The company’s ability to deliver on its promises—both in terms of technology and business performance—suggests that King’s bet on no-code automation is paying off.
The question now is: How far can Flows go? With automation and gamification continuing to shape the iGaming industry, the company is well-positioned to be a major player in the space. King’s journey from platform executive to startup CEO might just be the beginning of something even bigger.
