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Dransfields acquire Reflex as the two leading UK independents come together

George Miller

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Dransfields acquire Reflex as the two leading UK independents come together
Quentin Stott, Managing Director of Reflex (L) with Chris Haley, Managing Director at Dransfields
Reading Time: 2 minutes

 

Two of the UK industry’s most successful independently owned companies have joined forces, with confirmation that Dransfield Novelty Company Limited has acquired the entire issued share capital of Gameco Holdings Limited, owners of Reflex Gaming, for an undisclosed sum. The transaction, which will see the Reflex senior team led by Quentin Stott remain in place, represents the coming together of the UK’s largest independent machine operator and the UK’s largest independent gaming machine manufacturer.

Dransfields Managing Director, Chris Haley, commented: “Dransfields and Reflex have had an excellent relationship for many years and the acquisition is a perfect fit for Dransfields, securing as it does, UK manufactured machines supply for existing and future customers. It is a great strategic fit which will enable Dransfields to explore further opportunities within the UK gaming machine industry. I look forward to working with Reflex in this exciting new phase for the company.”

Quentin Stott, Managing Director of Reflex said: “We have always been fiercely independent and proud to be British owned. Our new ownership under Dransfields keeps both of these values in place and provides us with the investment and opportunity needed to further develop the company.”

He added: “Over recent years, the low stake gaming machine sector has seen a number of high profile international acquisitions of UK gaming machine manufacturers and operators. This has resulted in the creation of some polarised and powerful groups of vertically integrated supply lines to the pub retailers and motorway service stations. The newly combined businesses of Dransfields and Reflex creates a new and credible alternative for retailers.

“Over the past 15 years I have enjoyed exceptional support from our customers and suppliers as well as from a talented and loyal group of employees for which I am truly grateful. I am delighted to confirm that Mat Ingram becomes a Director of Reflex and I look forward to addressing the many new opportunities that lie ahead for the combined companies.”

Established over 70-years ago, Dransfields remains family owned with third generation, Robert Dransfield the current Chairman of a business that turns over in excess of £23m a year. Currently operating in over 5,000 sites and servicing in excess of 14,000 pieces of equipment, Dransfields is the pre-eminent supplier to the private club and free trade sectors and has an increasing supply into the pub retail sector. The originator of the ‘Nudge’ feature, the company has been adept at introducing machine innovations, working closely with key manufacturers to ensure that its customers have access to the widest variety of analogue and digital gaming machines. Employing 244 people and with its head office in Leeds, Dransfields provides full national coverage with operational depots in ten locations covering England, Scotland and Wales.

Established in 2004 by Quentin Stott and Simon Dawson, Reflex grew quickly through the advent of Section 16/21 machines with products such as Fortune £500, and also trail blazed lottery machines in private members clubs leading to the introduction of the category B3A machine under the 2005 Gambling Act. Despite enjoying widespread success with its digital Cat C GamePro, Reflex continues to adopt a twin pronged strategy championing the importance of strong analogue machines to the pub sector with a Cat C release rate of one new model per month.

George Miller started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Compliance Updates

MGA Cancels the Gaming Licence of ASAP Italia SRL

Niji Narayan

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MGA Cancels the Gaming Licence of ASAP Italia SRL
Reading Time: 1 minute

 

The Malta Gaming Authority has cancelled the gaming licence of ASAP Italia SRL. ASAP Italia SRL has thus been directed to proceed with the cancellation process of the authorisation, and to suspend all gaming operations with immediate effect.

In addition, a notice on the Authorised Person’s website is to be displayed informing all players that the Authorisation has been cancelled.

Due to the cancellation of the licence, ASAP Italia SRL is, therefore, not authorised to continue conducting gaming by means of distance communications under an Authority licence.

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Industry News

William Hill Appoints 72andSunny for European Advertising

Niji Narayan

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William Hill Appoints 72andSunny for European Advertising
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William Hill, the leading betting and gaming brand in Europe, has appointed 72andSunny Amsterdam to handle its creative advertising account. The initial venture with 72andSunny will build upon William Hill’s new brand-led outlook following on from its recent brand campaign.

“It’s an exciting new chapter for William Hill. Our industry is changing at a rapid pace and it is important for us to be at the forefront of the conversation. To achieve our new approach, we needed a new creative partner and 72andSunny best illustrated their understanding of our brand and how we can create an emotional connection with our target audience in a fun and responsible way,” Charlotte Emery, Global Brand and Marketing Director at William Hill said.

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Why operators must look beyond bonuses in Sweden

George Miller

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Why operators must look beyond bonuses in Sweden
Reading Time: 3 minutes

 

There’s been a lot of talk about the limitations of the newly regulated Swedish market due to operators only being allowed to offer one introductory bonus to players.

But bonuses are not the only thing players are looking for in today’s highly competitive online gambling marketplace. Today many users are more concerned about better service and faster withdrawals.

I believe if operators focused on these they would more than make up for any player churn being experienced due to the inability to offer regular bonuses.

One of the big trends taking off in the Swedish market over the past year has been the so-called ‘no-account’ casino. This term is something of a misnomer as there is indeed an account, but it is created in the background with very little effort required of players.

It would perhaps be more accurate to call it ‘automated registration’ and this would certainly be more popular with regulators, who are understandably concerned about any description that implies inadequate checks are being carried out.

This simplified registration process, made possible by Trustly, is particularly suited to the Swedish market, where consumers are racing towards a cashless society but are at the same time very protective of their privacy.

And, crucially for operators struggling to adapt to the new bonus regime in Sweden, customers using this automated registration process do not expect bonuses.

They do, however, expect to receive their money immediately when they win. One of the big frustrations among players is operators that hold onto their money for longer than they should, sometimes under the guise of doing KYC.

KYC is, of course, very important, but it shouldn’t be used as an excuse to delay payouts to players.

At Altenar we’ve recently launched our first sportsbook client in the regulated Swedish market, LuckyCasino.com, which offers Trustly to players.

While we recognised the attraction of the system and the importance of immediate withdrawals, we also saw the need to adapt the process to account for the fact that compared with casino, in sports betting there is a greater risk of fraud due to the potential for misuse of inside information.

We therefore designed a feature so that limits can be set, varying from operator to operator and segment to segment, and that when payouts go over that limit we have to manually approve the settlement.

By putting such thresholds in place, players can still enjoy the services of Trustly when betting, but there are protections in place to make sure the system is robust.

Operators using the automated registration process have reported huge success so far and I believe in the next 12 months almost all operators in Sweden will have implemented this. We’re shortly about to launch our second Swedish licensed operator using the same feature.

New entrants to the market should look to compete with the more established players by getting ahead of the curve in this way rather than trying to attract customers with huge first-time bonuses.

While many in the industry have complained about the bonus limitations, I believe we will have a better market without the constant slew of bonus offers.

I’ve been involved in the Swedish market for many years, going right back to my time at Expedt in 2002 through to working with Altenar’s partners both before and after the market regulated.

If we look back to the early 2000s, the bonuses that companies were offering their users were simply tools to help them learn the systems. Over time, this evolved into more and more operators throwing large sums of money at players to attract or retain them.

As a marketing tool this simply isn’t sustainable over the long term. It’s time operators started looking at other ways to attract and retain players and automated registration is certainly a good place to start.

 

Written by Dinos Stranomitis COO Altenar.

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