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Yggdrasil, the leading global publisher of online gaming content, has recently signed an agreement with Reflex Gaming, a renowned omni-channel supplier of games and machines. This partnership marks a significant milestone in the gaming industry, as it introduces Yggdrasil’s high-performing game engagement mechanics (GEMs) into the land-based gaming sector for the first time. Before expanding to the UK, Reflex Gaming had already leveraged the Gigablox game mechanism and joined Yggdrasil Gaming's YG Masters program, strengthening the collaboration between the two companies and ensuring a diverse and innovative game offering.
Thanks to this strategic agreement, Reflex Gaming will integrate Yggdrasil's GEMs into its retail gaming offerings in the UK. These games will be accessible on various terminals located in betting shops, arcades, pubs, and other leisure venues. Reflex Gaming, a YG Masters partner since 2020, has already launched 11 online titles in collaboration with Yggdrasil, including popular GEMs such as Dublin Up DoubleMax and Desperate Dawgs 2 GigaBlox.
Yggdrasil's GEM portfolio is not only vast but also diverse. It includes innovative mechanisms like GigaBlox, MultiMax, GigaRise, Splitz, FastPot5, and DoubleMax, as well as recent additions like WildFight and DuoMax. This partnership extension will allow both companies to enhance their capabilities and offer attractive and proven game mechanics to Reflex Gaming’s customers. This collaboration promises to enrich the gaming experience by introducing new and captivating features.
Founded in 2004, Reflex Gaming is recognized as the largest independent machine supplier in the UK. With a rich internal intellectual property, their portfolio includes some of the most popular digital land-based game content in the UK and the Netherlands. Reflex Gaming has more than 4,500 digital machines connected to their innovative platform, Slingshot. This robust infrastructure allows them to effectively meet their customers' needs and offer high-quality games.
Stuart McCarthy, Head of Products and Programs at Yggdrasil, expressed his enthusiasm about this new collaboration:
"Strengthening our partnership with Reflex Gaming to bring our GEMs to the land-based space is a big step for us. We have already had a lot of success together, launching a number of high-performing online titles for players, and we are excited to now move into the retail sector. This agreement demonstrates the strength of our GEMs and their potential to take the player experience to a higher level."
Mat Ingram, CPO at Reflex Gaming, also shared his satisfaction and optimism for the future:
"We are extremely pleased with what we have achieved as a YG Masters partner over the past few years, and we have been very impressed with the performance of GEMs on our online titles. Bringing the mechanisms to UK players in our retail content is extremely exciting for us and we believe they offer great potential in this space as well. We look forward to further expanding our successful collaboration."
This partnership between Yggdrasil and Reflex Gaming represents a major advancement in the world of land-based gaming. By integrating Yggdrasil’s innovative game mechanics, Reflex Gaming is well-positioned to offer an enhanced and captivating gaming experience to its customers. This collaboration promises to transform the gaming industry in the UK and bring a new dimension to the player experience.
