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Reflex Gaming Debuts In Michigan, WV Online Casino Markets

Written By J.R. Duren on August 9, 2023
Double Exposure Image of Slot Machine with Reflex Gaming and ODDSworks logos

Reflex Gaming, welcome to America.

The UK-based online casino and gambling machine supplier launched in the US market for the first time this week in partnership with ODDSworks. The company debuted its The Legend of Ching Shih slots title in Michigan and West Virginia, two of the six states in which online casinos are legal.

Reflex Gaming Chief Product Officer Mat Ingram said in a company news release:

“We’re thrilled to introduce ‘The Legend of Ching Shih’ as our first slot game in the US. We couldn’t have asked for a better partner than ODDSworks to make this journey possible. There have been a lot of hurdles to jump through to ensure compliance in these states.”

Who is Reflex Gaming?

Reflex launched in 2014 in England. In 2015, it was named one of the 100 fastest-growing tech companies in the UK by the Sunday Times. In 2019, storied gaming operator Dransfields acquired Reflex.

The company lists 19 online slot titles on its website, along with 21 land-based slots.

When Reflex launches an online slot title in a new country, it typically partners with a company already familiar with the country’s regulations to launch. That’s what happened in Michigan and West Virginia. Reflex teamed up with ODDSworks, which brings online titles to North American markets.

Reflex announced the ODDSworks partnership in early 2022, with its sights set on the US market.

“We recognized that the US market is highly complex, with each state having different rules and legislations,” Ingram said at the time. “ODDSworks will bring much-valued knowledge and experience to our collaboration.”

How Reflex fits in the Michigan and West Virginia online casino markets

The Legend of Shih will be up against hundreds of other online games in Michigan and West Virginia. That means Reflex will have to work hard to ensure the game and any future titles gain traction with gamblers.

If they can get a devoted following, then there’s plenty of revenue to go around. Michigan online casinos generated $151 million in gross revenue in June.

The Mountaineer State has a much smaller market than Michigan. For example, West Virginia online casinos tallied a total of $139 million in revenue for the fiscal year 2022-2023, according to PlayWV.

In any case, success in Michigan and West Virginia will be important not only for revenue but for any plans Reflex has to expand its online gambling offerings to Connecticut, Delaware, New Jersey, and Pennsylvania.

Photo by PlayUSA
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J.R. Duren

J.R. Duren has covered the gambling beats for more than a dozen states for Catena Media since 2015. His past reporting experience includes two years at the Villages Daily Sun, and he is a first-place winner at the Florida Press Club Excellence in Journalism Contest.

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