Despite taking an early lead, Reading’s three-match unbeaten run came to an end on the Lancashire coast as three second half goals propelled Blackpool to a 4-1 victory.

Lucas Joao gave Paul Ince’s side a 1-0 advantage in the 17th minute but Marvin Ekpiteta levelled things up ten minutes later.

Following the break, Gary Madine headed in from close range to make it 2-1 before Shayne Lavery and Josh Bowler padded the scoreline late on.

Ince made a pair of enforced changes and injuries to Karl Hein and Tom Holmes saw Luke Southwood restored to the side in goal and Tom Dele-Bashiru come in for the centre-back with Andy Rinomhota dropping to right-back, Andy Yiadom to left-back, and Tom McIntyre to the centre of defence.

Blackpool started the stronger of the two sides and had the game’s first chance in the eighth minute when Tom McIntyre was beaten in the air by a long ball forward. The knock-down reached striker Jerry Yates in the box and he managed to get his shot away but Southwood got down well to save.

Reading then threatened for the first time moments later when John Swift worked the ball to Danny Drinkwater on the edge of the box but his delivery was scrambled clear.

Josh Bowler, scorer of Blackpool’s goal on Wednesday night at QPR, had a big chance to hand his side the lead but he smashed his effort over the bar from inside the box.

Somewhat against the run of play, Reading grabbed the lead after 17 minutes. Andy Yiadom broke into the box, beat his man down the line and cut it back for Lucas Joao to sidefoot home his fifth goal in five games.

The hosts were denied an equaliser shortly after when Gary Madine’s point-blank header was palmed away by Southwood. But Reading’s resistance didn’t last long as Blackpool did make it 1-1 in the 27th minute. When the visitors failed to clear a corner, the ball bounced over the Royals' defence and through to Marvin Ekpiteta who headed past the on-rushing Southwood.

Bowler had another effort from the edge of the box saved by Southwood as both teams pressed forward but were unable to create much of note in a tightly contested opening 45 minutes.

Swift had the first opportunity after the restart after being played in by Joao but the attacking midfielder failed to pull the trigger from a tight angle. 

Ekipeta then had a go for Blackpool but fired wide of goal after a free-kick broke his way on the right side of the box.

Swift was then presented a decent shooting opportunity when Ince was bundled over on the edge of the box. The Chelsea academy graduate caught it well but saw his effort tipped over the bar by Dan Grimshaw.

Neil Critchley’s side completed the turnaround and made it 2-1 with half an hour to go. Reading have struggled all season when it’s come to defending set-pieces and once again it was a corner that saw them undone. The delivery was placed virtually on the goal-line and Gary Madine rose highest to nod home.

After a few worrying moments, Reading found a foothold in the game not long after Madine’s goal and Morrison saw a header loop wide before a dangerous Hoilett cross rose just over the waiting Royals in the box.

Blackpool had a chance to finish the game with ten minutes to go but CJ Hamilton dragged his shot wide to give the Royals a lifeline.

If the result wasn't confirmed with Blackpool’s third they added a fourth to put it beyond any doubt. Bowler was picked out at the far post and his sweetly struck volley found the bottom corner to condemn Reading to a thoroughly disappointing 4-1 defeat at Bloomfield Road.

READING FC XI: Southwood, Rinomhota, Morrison, McIntyre, Yiadom, Dele-Bashiru (Ejaria 79’), Drinkwater, Ince, Hoilett (Meite 79’), Swift, Joao