Since launching last year, the Cyclone cabinet has defied its name to bring Reflex Gaming nothing but sunshine, with the company’s Roadmap of monthly releases ensuring the product remains a top performer across the country. With two of the impressive cabinets on display at this year’s PAOD, Coinslot spoke to Reflex’s business development director Mark Purdy about what sets the machine apart, and what new releases customers can expect from Reflex in the coming months.

Coinslot: Tell us a little bit about Reflex’s presence at Park Avenue Open Day? What are your observations about the event this year?

Mark Purdy:  Park Avenue is a stalwart show for the industry. We’ve got the old school, we’ve got all the new people coming in too. It’s a great showcase event where you get the chance to show off the products, but ultimately you see old friends, new friends, and – heaven forbid – there’s a bit of business done over the barbecue.

We’ve brought with us two of our Community Chrome conversions, and we’ve taken orders today, which is fantastic. We’ve also got our Pub and B3 offers, presented on our Cyclone cabinet, and again we’re getting really good interest. 

The Cyclone has consistently stayed in the top of CLMS and other industry retail rankings since day one, mostly because of our consistent roadmaps. We’ve delivered new games every month as standard.

Coinslot: Park Avenue Open Day marks a key turning point in the year. How has the first half of 2025 been for Reflex?

Mark Purdy: It is tough out there, there’s no getting away from that, but we’re busy because we’re diversifying. 

Our pub business is solid, we’re performing really well, and there’s a constant stream of sales going through for that in Arcade and Bingo. We’re getting better and better, and we’re offering the diversity of products that the customers are looking for. 

It’s been a great year for Reflex so far. We had our celebrations for 20 years last year, and we’re in our 21st year, so we’re adults now! As I say, it’s tough out there, but it’s healthy.

Coinslot: Looking ahead, what should we look out for from Reflex in the coming months?

Mark Purdy:  Arcade and Bingo customers will see us re-engaging with analogue. It might sound like a retrospective step, but actually there’s an awful lot of analogue products that are out in venues that are player favourites. They might play digital as well, but the classic reel-based games are still being played. 

There’s three in particular that we’ve licensed from Inspired: Bullion Bars, Party Time and Elemental Dragons. We’re making them as new, new machines with Scorpion Six technology, and customers will see those out on beta shakedown in the next few months.

Coinslot: There’s been a lot of talk at the show about gambling reform, what are your main observations on GMTS and the direction of travel on regulation? 

Mark Purdy:  First thing it does is put uncertainty on the industry and what they’re investing in. But we as a company that develop and build cabinets – and ultimately sell cabinets and content – need to continue to innovate, so regardless of where we are with GMTS and White Paper being kicked down the road, we need to keep bringing games through that are innovative, entertain players, and create a point of difference between Reflex and other people’s products.

We’re giving our customers the reassurance that whatever you buy from us now, it’ll still be valid ten years down the line. We haven’t actually end-of-lifed a product yet, we’re still supporting machines from fifteen years ago, and we’ll continue to do so. We’ll continue to innovate with the regulations we’ve got, and if anything changes we’ve got some great ideas there as well, which we’ll be able to roll out once we can. If we can.