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The Unit hires Alan Bruce to drive EMEA sales

| By iGB Freelance
Bruce joins product design and development experts as sales and account director for EMEA as part of new management structure and global expansion

The Unit, a specialist in product design and development for sports betting and igaming, has appointed Alan Bruce as sales and account director for Europe, the Middle East and Africa (EMEA).

Bruce offers more than two decades of experience in the gaming industry, most recently as head of operations for betting exchange BetDEX. Prior to his time at BetDEX, Bruce worked in senior roles for operators including Littlewoods Gaming and Betfred. He has also been a consultant for Carousel Group, which was the operator of US-facing online sportsbook MaximBet.

Alan Bruce joins The Unit

Bruce also boasts experience with some of the industry’s most prominent suppliers; he was head systems engineer for GTECH and then lead solutions architect for IGT after the former acquired the latter. This was followed by a four-year stint at Novomatic, where he was head of sports betting.

The addition of Bruce to the team is part of a structural expansion at The Unit. This sees Mark O’Hare become sales and account director for the Americas. It follows The Unit establishing a base in the Americas, in New York City.

These growth plans are a key part of The Unit’s objectives for 2025, which were reflected in a brand refresh announced at the start of the year.

“We are delighted to welcome Bruce to The Unit,” said co-founder Paddy Casey. “With the wealth of gaming industry and technical experience Bruce possesses, he will be perfectly positioned to execute our strategy across the EMEA region.

“At The Unit, we pride ourselves on our ability to offer the best possible service to our clients as a result of the depth of experience our team can provide, and adding Bruce to the team will make us even stronger in that regard.”

Alan Bruce added: “I am excited to begin my new role as sales director for EMEA with The Unit. I have always enjoyed working in the gaming industry, and the team at The Unit have some really interesting projects in the pipeline. We have some compelling ideas which will deviate away from the norm in what can sometimes be a bland and repetitive industry. I like the fact that they’re embracing technology and are not afraid to shake things up.

“I am pleased to have this opportunity and be part of The Unit’s journey. I look forward to getting to know the team further and really making a mark.”

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