Flows has debuted an omnichannel solution to connect land-based and online gaming for operators.

The London-based company has launched FlowsOmni allowing its operators partners to seamlessly connect physical and digital player experiences. The solution provides operators with streamlined operations allowing them to deliver comprehensive gameplay across a multitude of channels. FlowsOmni also bolsters player loyalty efforts for clients.

“FlowsOmni addresses the ongoing challenges operators face in connecting land-based and online systems, orchestrating their data and delivering unified products while also giving the operator the platform to innovate and build their own omni products too,” said Flows CEO James King. “With regulatory momentum gaining pace, from established markets like the U.S. and Canada to emerging opportunities in New Zealand, the Middle East, Brazil and Asia, operators with retail and online presence are primed to benefit from a truly unified omnichannel suite.”

Flows has launched its omnichannel solution after receiving a strategic investment from Light & Wonder earlier this year. The investment allows Flows to scale operations and accelerate growth as a technology provider for the gaming industry. Before the investment, Light & Wonder had leveraged Flows services to deliver an operator-funded marketing jackpots feature.

Sportsbook solutions provider Amelco has also teamed up with Flows. In October, Amelco announced the integration of Flows’ technology for innovative product launches and coding services. As part of the partnership, operators on the Amelco platform are provided with access to Flows’ advanced no-code technology allowing for streamlined operations.

Amelco has a portfolio of operator partners that includes Hard Rock Bet and Fanatics.