Dransfields acquires Reflex Gaming

13 June 2019

Gaming machine operator Dransfields has acquired the entire issued share capital of Gameco Holdings Limited, the parent company of multi-platform games provider Reflex Gaming.

Dransfields and Gameco said in a joint statement that the acquisition represents the merger of the UK’s largest independent gaming machine operator and the UK’s largest independent gaming machine manufacturer. Terms of the deal have not been disclosed.

Quentin Stott, who co-founded Reflex with Simon Dawson in 2004, will continue to lead the senior team at Reflex post-merger. He had been serving as managing director of the business.

“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,” Stott said. “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 business of Dransfields and Reflex creates a new and credible alternative for retailers.”

Established over 70 years ago, Dransfields operates gaming machines in pubs, clubs and arcades throughout the UK. Its annual turnover is more than £23m (€25.9m/$29.2m), and it services more than 14,000 units located in over 5,000 sites.

Dransfields, which employs 244 people, also claims to be the original developer of the ‘nudge’ feature on gaming machines.

Dransfields managing director Chris Haley added: “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," Haley said. "I look forward to working with Reflex in this exciting new phase for the company.”