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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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Top Online Casino Trends to Watch: Megapari’s Expert Analysis

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The gambling industry is evolving rapidly, bringing new opportunities and challenges daily. To help affiliates maximize their earnings by focusing on what truly engages players, experts from Megapari discuss the latest trends and key developments shaping the future of the sector in their newest article.

Megapari Partners is an affiliate platform that welcomes traffic from more than 50 geographical regions. With revenue shares of up to 50%, as well as CPA and hybrid options, the platform boasts an active partner base of over 30,000 affiliates.

When discussing the evolution of online casinos, Megapari emphasized the ongoing growth in the popularity of crash games. Although the mechanics of these games are not new and have been recognized within the industry for some time, Megapari notes that their popularity continues to rise. Leading providers have adapted to the overwhelming demand for this category of slots by introducing their own variations of the crash game mechanics. Games like Aviator and Aviatrix have solidified their positions in the platform’s Top 5 most popular slots, combining high RTP with appealing graphics and captivating gameplay. Compared to Q4 2023, Megapari has observed an increase in the popularity of crash slots more than 60%, further confirming the hypothesis of the ongoing expansion of these types of games.

Additionally, Megapari’s experts point to the significance of the “retention” rate in clicker slots. These types of slots gained popularity during the first half of 2024, attracting players with their incredibly simple mechanics. While it may be too early to compare the popularity of clickers with that of crash games, Megapari believes that in the second half of 2024, the industry will likely witness further growth in this category of slots.

When it comes to classic and well-known mechanics, roulette games remain among the top preferences for players. American and European roulettes—classic games with familiar rules—continue to attract players with their straightforward and well-known gameplay. Despite the fact that roulettes have long been a staple among popular and widely recognized slots, Megapari has noted an increase in the popularity of this category of games, demonstrating that the appeal of classic games should not be underestimated.

Beyond the games themselves, the hardware used by players is also advancing, leading users to seek out slots with superior graphics. More and more providers are focusing not only on game mechanics but also on enhancing gameplay with visually stunning and immersive slots, such as Medusa by Spinomenal or Heist: Bank Rush. Complex animations and vibrant icons attract players, enriching their gaming experience with greater variety.

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How Slot Gamers Shape Storylines Through Interactive Choices

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The world of video slot games has transformed dramatically over the years, and one of the most exciting developments is the introduction of interactive storytelling. Today, slot gamers don’t just follow a pre-set narrative; they actively influence the direction of the story through their decisions. This shift towards interactivity has brought a deeper level of engagement, allowing players to shape the outcome of the slot game. 

In this article, we’ll explore how slot gamers shape storylines through interactive choices and how this trend is redefining modern gaming experiences.

The Evolution of Interactive Storytelling in Gaming

In the early days of video slot online games, storylines were simple and linear. Players followed a set path, and the outcomes were predetermined by the slot game’s developers. However, as technology evolved, so did the way stories were told in slot games. Developers began to experiment with giving players control over the narrative, leading to what we now know as interactive storytelling.

Interactive storytelling allows players to make choices that influence the direction of the slot game. These choices can range from deciding how a character responds to dialogue to choosing between multiple story paths. The results of these decisions can lead to different outcomes, making each player’s experience unique.

Early Interactive slot games

The idea of giving players control over the story isn’t entirely new. Early text-based adventure slot games, like Zork or King’s Quest, allowed players to make decisions that influenced the direction of the slot game. However, these slot games were limited in scope and lacked the visual and emotional depth that modern slot games offer.

As gaming technology improved, so did the complexity of interactive storytelling. slot games like The Legend of Zelda and Final Fantasy introduced branching narratives, where players could make decisions that impacted the storyline, though the outcomes were still somewhat limited.

The Rise of Branching Storylines

By the early 2000s, interactive storytelling became more sophisticated, thanks to advances in graphics, storytelling techniques, and slot game mechanics. Popular franchises like Mass Effect and The Witcher allowed players to make significant choices that altered the course of the slot game’s story. These slot games introduced branching storylines, where a player’s choices not only shaped individual moments but also impacted the overall narrative and outcome.

In these types of slot games, each choice a player makes can lead to a variety of consequences. For example, choosing to save one character over another may result in that character appearing later in the slot game, providing assistance or furthering the plot. These decisions may also affect relationships with other characters, creating a more immersive and personalized experience for the player.

How Player Choices Influence the slot game World

One of the most exciting aspects of interactive storytelling is the way player choices can influence the slot game world. Developers have designed slot games in which even the smallest decisions can have long-lasting effects on the storyline, characters, and environment. This creates a sense of agency, allowing players to feel like their decisions truly matter.

Multiple Endings

Many modern slot games feature multiple endings that are directly influenced by the choices players make throughout the slot game. This gives players a sense of ownership over their experience, as their actions dictate how the story concludes. In some cases, players may need to play through the slot game multiple times to see all possible outcomes.

For example, in Detroit: Become Human, players control three different characters whose stories are interconnected. The choices made for each character not only affect their fates but also influence the overall outcome of the slot game. The slot game offers dozens of possible endings, making each playthrough unique.

Moral Choices

A common element in interactive storytelling is the inclusion of moral choices. These decisions often challenge players to weigh the consequences of their actions and determine what kind of character they want to be. Do they want to be a hero who always does the right thing, or are they willing to make morally ambiguous decisions for personal gain?

Character Development Through Choice

In interactive slot games, the choices players make can also shape the development of the main characters. Rather than following a linear progression, characters may evolve based on the decisions players make. This adds depth to the storyline and allows players to feel more connected to the characters they are controlling.

Immersion and Emotional Connection

Interactive storytelling has the power to create a deeper emotional connection between players and the slot game world. When players are allowed to shape the story, they become more invested in the outcome. This sense of immersion is a key reason why interactive storytelling has become so popular in modern slot games.

Emotional Impact of Choices

When players are tasked with making difficult decisions, they often experience a strong emotional response. These choices can evoke feelings of guilt, joy, sadness, or satisfaction, depending on the outcome. This emotional connection helps to create a more memorable gaming experience.

For example, in Life is Strange, players control Max, a teenager with the ability to rewind time. Throughout the slot game, players must make decisions that affect the lives of Max’s friends and the overall outcome of the story. The emotional weight of these decisions makes the slot game more impactful and resonates with players long after they’ve finished playing. 

Conclusion

Interactive storytelling has revolutionized the way we experience video slot games. By allowing players to shape the storyline through their choices, developers have created a more engaging and personalized experience. From moral dilemmas to branching narratives and emotional connections, the power of choice in gaming has elevated storytelling to new heights. As technology continues to evolve, we can expect even more exciting developments in the world of interactive storytelling, giving players greater control over the stories they create.

 

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SOFTSWISS Joins Pink October Movement

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SOFTSWISS Joins Pink October Movement

SOFTSWISS, a global tech company with over 15 years of expertise in iGaming, supports the global Pink October initiative to attract attention to preventing breast cancer.

This year’s Pink October campaign at SOFTSWISS is themed “A Minute Today, a Future Ahead” and emphasises the importance of early detection and preventative care. Breast cancer is the most common cancer affecting women, and early diagnosis is key in the fight against the disease. When it is noticed early, the 5-year relative survival rate is 99%.

Early detection involves doing monthly breast self-exams and planning regular clinical breast exams and mammograms. Half of the 2,000 SOFTSWISS employees are women, and the company will refund each of them for ultrasounds and mammograms in October and November.

Pink October at SOFTSWISS offers a wide range of activities throughout the month. In addition to reimbursing for medical examinations, an online webinar on mental health will provide valuable insights for those who face the disease. To support the international charity movement “Butterfly Support Mission”, women from SOFTSWISS will take part in a themed race.

The company’s employees also personally support the initiative. To further raise awareness, prominent female influencers from the SOFTSWISS community share information about the campaign across social media, amplifying the message of self-care and vigilance.

“Health is a crucial value beyond everything. Here, at SOFTSWISS, we aim to help and support our employees’ well-being and health every day. By promoting the Pink October initiative, we want to stress the importance of well-timed self-care and make this issue visible both within the iGaming industry and beyond,” shares Chief Marketing Officer at SOFTSWISS, Valentina Bagniya.

Notably, the iGaming industry recognised SOFTSWISS’ strong dedication to ensuring the best working conditions for its employees. A few weeks ago, SOFTSWISS received the esteemed accolade “Employer of the Year” at the SBC Awards.

Supporting the Pink October initiative for the second year in a row, SOFTSWISS continues to lead by example, emphasising the importance of preventive health measures and community support. Through this initiative, the company hopes to inspire its employees and society to take action today for a healthier tomorrow. 

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka affiliate platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

 

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