Reflex Gaming and bookmaker William Hill will sign a games supply contract the Reflex stand on the first day of ICE Totally Gaming in London.

Reflex to sign William Hill deal at ICE

Reflex Gaming managing director Quentin Stott described the contract as a "significant business win.” He added: “As the new kids on the digital block, ICE 2016 was an intense learning experience for us. Since then, a lot has been achieved, not least the hiring of former Inspired senior executive Mat Ingram as chief product officer.”

He described the deal as an opportunity for the company to meet the right people and explain “our strategy moving forward in terms of the creation and supply of bespoke and generally available games.”

“The portfolio will comprise hand-crafted games designed for specific jurisdictions and demographics. We will not be producing vast collections of 'me too' products which actually serve little or no purpose. We are a hungry company and one which goes the extra yard in pursuit of excellence," he said.

Picture: Reflex MD Quentin Stott (left) and chief product officer Matt Ingram at this year’s EAG