Reflex Gaming, an omni-channel supplier of gambling games and gambling machines based in Newark-on-Trent and, an award-winning creator of innovative gambling games, announced today a strategic partnership which will bring’s top-performing games to the land-based market.

In 2004, Reflex Gaming disrupted the gaming market with its trailblazing lottery machines in private member clubs. This led to the introduction of the category B3A machine. Today, Reflex Gaming remains one of the largest British-owned operators of gaming cabinets targeting pubs, clubs and arcades in the UK.’s innovative approach to online casino gaming has positioned them as a challenger brand of choice in the iGaming industry. Their games such as 4 Fantastic Fish and 9k Yeti have proven to be incredibly popular with players worldwide.

Commenting on the partnership, Mat Ingram, Chief Product Officer at Reflex Gaming said:

“We’re thrilled to be partnering with 4ThePlayer to bring their popular titles to the land-based markets. The gaming world is rapidly evolving, and we’re excited to offer players the chance to enjoy these fantastic games in a different way. Through this partnership, we are able to offer additional new and exciting games to our players.”

Henry McLean, Co-founder, Commercial & Marketing Director at added:

“We’re very excited to be working with Reflex Gaming on this project. We’re looking forward to bringing our successful online titles to retail so more players can enjoy the 4ThePlayer experience! With Reflex Gaming’s expertise in land-based gaming and’s popular titles, players can look forward to a new era of exciting and engaging gaming experiences.”