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Women at Reflex | Surj Stott Interview

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Women at Reflex | Surj Stott Interview
Women at Reflex | Surj Stott InterviewReading Time: 5 minutes

 

Each year, the 8th March marks International Women’s day (IWD). In 2021, let’s pay attention to this year’s bold theme which is, ‘Choose to challenge’.  The time is now to challenge inequality, call out bias, question stereotypes with the aim to forge an inclusive world.
It will come as no surprise that the gambling sector is both very white and very male. The lack of women working in senior positions is astounding.  Of the women who do work in the sector, they are more likely to work in retail, HR or administrative functions. The Gambling Commission’s recent annual report has confirmed that women are gambling in similar numbers to men. If we want games to be representative of the players, it’s important that teams creating them offer a diverse and varied perspective. In which case, encouraging more women to work in the sector can only be positive.
We chat to Surj Stott – Head of Sales at Reflex Gaming to discuss her incredible journey from a run-away, wayward teenager to helping build one of the UK’s leading machine producers.  We get her views on what she would choose to challenge on IWD.


1. Hi Surj, tell us about your role at Reflex Gaming

I head up the sales and marketing function, so customer account management is a big part of the job.   Along with Steve Clark, I help manage our customer relationships.  At Reflex, we pride ourselves on great partnerships with pub retailers, operators and our AGC customer base.

Day-to-day, I also manage our production schedule and liaise closely with our production and logistics teams to ensure that our games are delivered to customers on time.

I’m also responsible for planning our events, including major expos, such as ICE, EAG and ACOS. I really enjoy this side of things, due to my love of people and socialising. The cancellations of both EAG and ICE this year have been a blow for Reflex, as both events are important marketing platforms for us to showcase our new product lines.  They also provide a great opportunity to speak to our customers and learn their requirements and find out what is performing well on their estates.

2. How has the global pandemic impacted on Reflex Gaming?
At the start of 2020, the outlook was positive for Reflex, we were acquired by the Dransfield Group in 2019 and we had established ourselves as one of the country’s leading machine suppliers to the pub and club sectors.

The first lockdown resulted in our entire customer base being closed which wiped out our forward-looking orders.  We consequently made strategic decisions to fast track our drive to the online space. We have formed strategic alliances with two major distributors, Yggdrasil and Stakelogic. These give us the opportunity to penetrate the online slot market quickly and get our games in front of more players via their vast distribution networks. This is typical of the Reflex psyche in that, being faced with the biggest negative impact imaginable to our existing business, we have leveraged opportunities that have been unaffected by the pandemic.

However, it is very disappointing that the Government have given very little support to manufacturers and suppliers to the leisure and hospitality industry. Supply chain companies like Reflex have simply slipped through the Government’s support net. Other than the furlough scheme, we’ve had no additional support and it has been a real struggle to operate for 14 months with, effectively, no income.  We have tried to lobby for a business support grant and a rates relief, but with no success to date.

I am a strong character and I’ve managed to remain positive throughout the pandemic.  We need to focus on the future and there is now some light at the end of this long tunnel, through the impressive vaccine rollout which has resulted in the Government’s roadmap out of lockdown.  Right now, it seems that the leisure and hospitality industry will reopen in April/May as planned, and if people opt for “staycations”, these will be positive steps to ease the recovery of the sector.

3. How did you get into this sector?
I grew up in Leicester in a first-generation Indian family.  At the age of 15, my parents had arranged for my marriage to a goat farmer, based in India.   My instincts told me that it did not feel right, and it certainly wasn’t a life I wanted. I took the drastic step to do a runner, and I haven’t looked back since!

As you can imagine, leaving home at 15 was tough, but I was fortunate to have a good network of friends who helped me through the situation.  I’m thankful that I didn’t end up in the wrong crowd.

I was running a successful Nottingham city centre pub in my early twenties, following which I established my own bar in Newark. This meant working very long and unsociable hours, and with a young child, often proved to be difficult. I decided that more of a 9-5 job would better suit my home / work life balance and I mentioned this in conversation with one of the customers in my bar, who happened to work at a local gaming machine business called BWB.  An opportunity came up there, so I applied. I was interviewed, got the job, and began my career in gaming at BWB. After a while, I moved into a sales role and it was whilst I was working here that I met my husband, Quentin, (these days the MD of Reflex Gaming).

4. What would you tell your younger self?
It would be to trust your instincts.  At 15, my decision to leave home was very much a “Sliding doors” moment.  Although it was the risky choice, I went with my instincts. Fortunately, I have no regrets.
Also understand that sometimes you may have to work harder and apply more attention to detail than some male colleagues.  Enjoy the journey and don’t be afraid to be yourself!

5. What barriers have you faced, as a woman, in becoming successful in your field? How did you overcome them?
When I first started my career in this sector, sadly, I did experience both racial and sexual discrimination.   I don’t get easily intimidated and the discrimination ultimately made me a stronger person. I have proved myself with great determination irrespective of other people’s prejudices.

However, I have witnessed much progression in the industry since I started. I am seeing an increasing number of women in senior positions who have progressed from junior roles and long may this continue.

6. The International Women’s day theme is, “Choose to Challenge”, what would you choose to challenge?
I passionately believe that there is no place in the world for bullies. Whether this happens in school, at work or your community. We need to take a collective stand against it. I cannot bare people who belittle others to make themselves look superior! Call them out for what they are. I’ve met a few bullies during my career and behaviour like that should be confined to the Skip of history.

7. What message do you want to send out to young women who are considering a career in this industry?
The i-Gaming sector has opened a huge host of career possibilities.  There are jobs ranging from game design, graphic design, software development, marketing, etc. You will be able to unleash your creativity and let’s face it, the end-product is fun. There is never a dull moment in gaming.

It’s changed a lot since I started in 1996.  It’s more politically correct without being woke.  This is an exciting vibrant industry with a lot of great people in it.  Although the gambling sector might not be everyone’s first choice of industry as a career, for me, it’s been a blast and I’ve made a lot of friends from it. I met my husband, and I’ve had opportunities to meet some very interesting and successful people along the way.

George Miller (Gyorgy Molnar) 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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The App You Need to Download if You’re Tired of Throwing in League of Legends

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GIANTX launches iTero Standalone — the new and improved version of its AI-powered coaching tool already used by more than half a million players worldwide

If you’ve ever thrown a game because of a bad draft, missed rotations, or your jungler vanished before minute three, there’s now an app that might finally help you clean up your gameplay: iTero.

Developed by the global esports organization GIANTX, the new version of its artificial intelligence training tool —iTero Standalone— arrives with a clear mission: to help players level up their League of Legends performance once and for all.

The new version is fully independent and available for direct download, offering faster performance, better precision, and a smoother overall experience. Lighter, smarter, and more stable, iTero Standalone represents the next step in the evolution of GIANTX’s technology ecosystem, with full control over development and updates.

Founded by Jack Joseph Williams in 2022 and acquired by GIANTX in 2024, iTero Gaming has been developing and refining AI-driven coaching systems for both casual and professional players. Its first virtual coach was designed to enhance the League of Legends experience -developed by Riot Games- by analyzing millions of real matches every patch to deliver personalized recommendations, from strategic macro decisions to champion select choices.

With over 500,000 downloads worldwide, iTero has become one of the most popular performance tools among players of all skill levels. With the release of iTero Standalone, it now aims to become the leading AI coaching platform for gamers.

Five Ways iTero Actually Helps You Get Better at League of Legends

1. It tells you what to pick — and why.

The AI analyzes your team’s and the enemy’s composition to recommend the champion that has the highest chance of winning that game, based on your stats and the current meta. No more questionable picks.

2. And what Build to choose!

After helping you pick the best Champion for the game, the AI also analyzes the enemy composition to decide what the best items, runes, and summoners to take for that specific game. That even includes checking whether anti-heal or anti-shield items are efficient enough to buy!

3. It reviews your matches like a real coach.

After each session, the AI gives data-driven feedback on your macro performance throughout the game and identifies areas you performed well on, and what you struggled with. After ten games, you unlock the AI Macro Coach, which compares your stats with players of your same rank and shows where you’re consistently falling behind.

4. It provides actionable insights about the players in your lobby.

Using its unique data the Scouting Tool provides you with all the information you need to know whilst loading into a game, whether that’s learning that the enemy support loves to invade, your Jungler likes to spend their early game power-farming, or that your lane opponent plays aggressively.

5. All the overlays you expect, and more.

From tracking the gold difference, timing your inhibitor respawns, or quickly checking who has the Baron buff, iTero has every overlay you need to stay on top of your solo queue games.

A New Chapter in the GIANTX Ecosystem

The launch of iTero Standalone reinforces GIANTX’s commitment to technological innovation and expands its presence beyond competition, driving the creation of useful, data-powered products for the gaming and esports community. The organization also practices what it preaches: GIANTX’s performance department already uses AI-based tools to scout talent and support decision-making at the highest competitive level.

With this new version of iTero, GIANTX strengthens its leadership at the intersection of technology, artificial intelligence, and performance, paving the way for a new generation of smarter training in League of Legends —a title that averaged nearly 30 million active players in September 2025 alone.

 

The post The App You Need to Download if You’re Tired of Throwing in League of Legends appeared first on European Gaming Industry News.

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Winning Partnership: Apparat live on bwin in all-German content deal

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Developer of slots with a German accent integrates 43 games with German top operator

Apparat Gaming, the developer of slot games with a German accent, has added yet another big-name operator to its growing list of partners by entering into a partnership with bwin.

Under the agreement, 43 of Apparat Gaming’s unique slots are made available to players of the award-winning online casino brand bwin.

The operator, which belongs to the Entain Group, has now one of the largest Apparat portfolios on the German market online since November, with 43 of the currently 54 Apparat games eligible for approval under German regulations.

The timing for the partnership couldn’t be better, as bwin was one of the major brands sorely missing from Apparat’s customer list for the German market. The addition of Apparat slots to bwin’s gaming lobby will help position the operator in its fight for German market leadership.

Founded just five years ago, Apparat is one of the up-and-coming game developers in regulated markets due to its German approach to development, with a focus on quality, engineering and providing plenty of Augenweide (eye candy) with absolutely no sense of humour(!) to ensure a superior player experience across its games.

This includes titles such as Total Eclipse XXL, 5 Moon Wolf, Fishin’ the Biggest or Gates of Ishtar. The partnership will also include the missing as well as all of Apparat’s future slot releases like the next release, Piggy Balloons.

Martin Frindt, Chief Product Partnership at Apparat Gaming, said: “It’s great to see that bwin understands the language we speak, even though the casino team is made up of Austrians, and has opted to add our slots with a German accent to its game lobby.”

“We now just hope that the German regulator GGL will approve the remaining games as soon as possible.”

Wanja Richter, Director of Gaming North and Central Europe at Entain, added: “Providing players with access to the best content in the business is a major part of our success story to date, and to be able to offer German players slots that have been developed by Apparat Gaming and that truly capture the essence of Germany is a slam dunk for us.”

“We are happy to finally be working with Apparat and hope to get their upcoming games content approved as quickly as possible!”

 

The post Winning Partnership: Apparat live on bwin in all-German content deal appeared first on European Gaming Industry News.

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Not Just Games. Experiences: Interview with Gabor, CPO at DreamPlay

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The iGaming industry has evolved far beyond spinning reels and flashy win screens. Today, it’s a rapidly shifting space where player expectations define innovation. Creativity, data, and emotional design have become central to building not just games — but experiences.

We sat down with Gabor, Chief Product Officer at DreamPlay, to discuss what modern slot development really means, how ideas transform into products, and why the future belongs not to games that are simply entertaining — but to those that resonate.

What makes a slot competitive today — math, visuals, gameplay, or a combination of factors? And which matters most?

Gabor: A great game is like an orchestra: you need every instrument playing in harmony or the whole thing falls apart.

The math and design are the heart and soul of every game — without them, even the best art is just a pretty face. Today’s players also expect to be entertained: strong pacing, polished audiovisuals, and features that feel meaningful, not gimmicky.

I always say that one of the challenges of creating great slots is that you have to be able to tell a whole story just through a push of the button — making them feel exciting while being simple and smooth for the player, but this means a lot of complexity for the creator.

So the real magic happens when everything clicks together. The best slots feel effortless, but behind that effortlessness is a very deliberate balance of math, flow, visuals, and just the right level of innovation.”

When working on a new release, what helps you shape the product vision before development even begins?

Gabor: Ideas can come from anywhere – a family vacation, a conversation, a movie, a meme, pretty much anything you can think of.

Creativity thrives when everyone on the team can chip in with their own ideas – we actively encourage that.

But inspiration alone isn’t enough. Every game needs a clear purpose. Is it pushing boundaries? Refreshing a classic theme? Continuing a successful series? We always start by defining the ‘why.’

Then we let data and experience meet in the middle. When the numbers support the idea and our collective instincts say ‘yes, this will work,’ that’s when a concept becomes a vision worth building.”

Do you see potential for an even closer integration of video games and slots, or are they still two different markets?

Gabor:There’s definitely potential — and honestly, the two worlds have been borrowing from each other for years. iGaming has embraced progression systems, more complex storytelling, achievements… while video games picked up loot boxes and other elements from gambling.

They will never fully merge, because the motivations and regulations are different, but there is clearly much more overlap than 10–15 years ago when these two industries were completely different. Today’s players grew up with games that blend entertainment, challenge, psychology, and reward, and they

expect a different form of entertainment than previous generations.

So we’re moving from ‘old-school gambling’ toward ‘interactive entertainment with a gambling core.’ And that trend will only continue.

Is the industry truly ready for bold experimentation, or does it still prefer playing safe?

Gabor: This is where it gets interesting. The industry loves talking about innovation and bold ideas – but in reality, the audience is still quite conservative. Most players enjoy evolution, not revolution.

We’ve seen a few big hits like Megaways and crash games, but they didn’t throw the core DNA of gambling out the window. These mechanics are mainly focused on enhanced entertainment value and presentation.

So yes, there’s room to experiment, but true format-breaking innovations tend to become niche and usually struggle to gain wider traction. The sweet spot is pushing boundaries without losing the essence of why players show up in the first place.”

What was your first step in iGaming, and when did you realize this was your industry?

Gabor: My start was completely unplanned. I moved to Israel from Hungary at 26, didn’t speak Hebrew yet, and was looking for any English-speaking job. A friend worked at an online casino, said they were hiring, and I thought, ‘Perfect, something temporary to help me get settled, I will find a proper job once my Hebrew improves.”

I have never even tried finding a ‘proper job’ afterward. That ‘temporary’ role turned into a 15+ year career across multiple countries, teams, and roles across casino management and game production — and I’ve loved every minute of it.

This industry is fast, sometimes (often) chaotic, but full of brilliant people and challenges that keep you sharp. Even after all these years, I still wake up excited about what we’re building. It’s hard to imagine doing anything else at this point.”

Final Takeaway

The iGaming industry continues its transformation — not just technologically, but emotionally. As Gabor pointed out throughout our conversation, the future belongs not to those who release the most games, but to those who understand what players truly feel.

We’re seeing a shift toward more immersive, meaningful experiences — where design, psychology, and data work together to create lasting engagement.

And it’s leaders like Gabor — and companies like DreamPlay — who are moving the industry forward, proving that innovation isn’t just about features or mechanics… it’s about connection.

Dream Play’s most recent releases and upcoming products here:

👉 Dream Play

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