Reflex Gaming is to have a significant presence at EAG International 2015 next month, showcasing a range of new games for the UK market on a larger booth this time around.
Launched in 2004 by Quentin Stott and Simon Dawson, Reflex Gaming is among the UK’s leading gaming machine manufacturers with a number of popular Category C titles, including Alice’s Wonderland, Hot Shots and Lady Luck Double Take. In addition to pubs, its games can be found in adult gaming centres, clubs, family entertainment centres and bingo locations.
“In our early years, we took a lot of knocks, along with the UK’s other gaming machine manufacturers,” said Stott. “The new Gambling Act hit the company badly, as did the smoking ban. Our philosophy has always been to keep the business lean and free of debt. I believe this is what saw us through this difficult time for the industry. We certainly learned a tough lesson about how laws can be open to interpretation and endured a four-year battle with HMRC over the VAT and AMLD status of lottery and B3a machines.
“We returned to the pub sector in 2009 and had some good successes with the real breakthrough coming in 2011 with Barcrest withdrawing from the reel-based pub sector followed by the purchase of Bell-Fruit by Novomatic. This was the point at which operators and site owners recognised the supply vacuum and became desperate for increased competition within the market.”
Today, Reflex supplies around 6,000 machines a year. It has developed its own Slingshot operating system and Atom, its proprietary cabinet. In October it launched Royal £100, a 10-game video compendium and announced a new operator rental package designed to assist operators with the product’s management through greater penetration of retailer machine estates.
It has also launched a series of games for mobile applications and formed a partnership to target the Dutch market through its new venture, Reflex VoF.
At EAG, Stott revealed, visitors can expect to see new game releases for its core UK markets, as well as a few other “surprises.”
