Ellie told Alex she'd give it a go and see where things went, she told him she was worried things were 'robotic' and 'staged' and hopefully it would become more natural between them over time. She had already warned him her concerns over their relationship.
She got the 'ick' and started to pull away, spend more time with other people and avoid those awkward moments with Alex.
We've all been there.
I think she left it a day too long to have 'the talk' and she shouldn't have spoken to other people about her lack of feelings before she talked to Alex.
But when she did approach him to tell him she only sees him as a friend, he threw a strop and tried to put words in her mouth.
She's just not into you Alex, get over it.
And it is a game, they all know they, he stuck with Samira in a friendship couple to stay in the game. He's pissed off she's rejected him and he's trying to justify his anger by calling her a game player, she was always upfront with him.