Reflex Gaming commits to London Casino & Gaming expo

Reflex Gaming has signed up to exhibit for the debut of the London Casino & Gaming expo in January 2025.

“London has been the epicentre of gaming exhibitions for the 40 years that I have been involved with the business,” said Reflex Gaming CEO Quentin Stott. “As a city, it has lost none of its attraction to both UK and overseas visitors.

“We are confident, now that ICE has relocated to Barcelona, that LCG will develop into an increasingly important show for the land-based sector… without all the noise and less-relevant exhibitors.”

Reflex has exhibited previously at both the EAG and ICE shows, despite them being close together in timing, but this year he has no plans to exhibit in Barcelona too.

“We supported ICE when it was in London to catch any UK-based customers who may not have been able to get to EAG and who may have gone to ICE instead. I think now that they are unlikely to go to Barcelona, especially if they have LCG available.

“It is all about focus for us. We produce gaming machines and content for the UK and Dutch markets along with supplying online gaming content through our aggregation partners. Our customers are therefore more likely to attend a UK-based show than an international one.”

Stott said that he is happy that the shows have split, in terms of location. The main reason for this is that two major shows in London just a week or two apart did not justify Reflex’s investment.

“We can now focus our attention on exhibiting at just the one show and as it develops over the next few years, I have no doubt that it will be cemented as a must-go show for the land-based sector,” he said.

“My personal feeling is that ICE moving to Barcelona is a bad decision for them and that LCG will benefit from that decision by significantly growing its appeal to land-the land-based sector… but time will tell. Ultimately, both shows will attract quality exhibitors and appeal to their intended customer base in equal measure, but I am not sure how many visitors will attend both.”

Stott applauded the bijou characteristics of the LCG. “ICE became a behemoth of an exhibition with a significant portion not relevant to all visitors,” he said.

“Not many companies straddle land-based/online/cash payments/non-cash payments/sports betting/aggregation/esports, etc.  A more focused show for land-based operators will, I am sure, appeal to buyers. Visitors will also have the benefit of the infrastructure afforded by London as a leading global city.”