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Light & Wonder has made a strategic investment into no-code automation platform Flows.

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Light & Wonder has already used Flows’ technology to create a new operator-funded marketing jackpots feature, with plans for further releases in the coming months.

The investment will be used by Flows to enter new markets and scale up operations.

The company, which was founded in 2021, is designed to support businesses by speeding up development and simplifying integrations.

The concept is to achieve operational efficiency without having to navigate the complexities associated with traditional coding.

Flows – a start-up in the happyhour.io VC portfolio – said it now intends to “supercharge” product development using the capital injection.

Light & Wonder iGaming CEO Dylan Slaney said: “Having witnessed the power of Flows’ world-class technology through its network jackpots feature, it was a logical next step to invest in its dynamic platform.

“Flows’ platform is an essential resource for businesses across all sectors of the iGaming industry and beyond and we are delighted to offer the company our support and backing.”

Flows recently launched a voice-activated tool, which utilises voice or text activations to build omnichannel jackpots from speech or text.

The new tool harnesses voice technology, automation, and AI language models.

Flows CEO James King said: “With the backing of Light & Wonder, we can expedite our path to becoming a worldwide leader in codeless automation solutions.

“Their support will act as a catalyst, supercharging our growth and innovation across the board and accelerating our mission of making technology accessible and transformative for businesses everywhere.

“I’m incredibly excited for the journey ahead and the unparalleled opportunities this will unlock for Flows and our customers.

“Kudos to our team who have worked so hard over the last two and a half years to build Flows up to the business it is today,” he added.

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