My stepdaughter went through the exact same thing, right around 4 and a half she started having accidents because she would ignore the urge in favor of playing until it was too late. She had repeated accidents over a period of a month or two (though not as frequent as your boy, maybe once every 2-3 days) and was horrified as well.
She mostly just got over it on her own, but we tried to help, while at the same time limiting the embarassment for her, by keeping track of how engrossed she was in something--not necessarily how long it had been since she last went to the bathroom--and breaking the reverie by casually announcing that one of us was going to go use the restroom. Usually that reminded her that she needed to go, without our having to directly ask her.
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