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Women at Reflex | Surj Stott Interview

Published

5 years ago

March 4, 2021

George Miller

Reading 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.

Latest News

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

3 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

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‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

3 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

3 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: