Alan Bruce Joins The Unit’s Leadership Team
We’re excited to welcome Alan Bruce to The Unit’s senior management team – as our new Sales and Account Director for Europe, the Middle East, and Africa (EMEA). His extensive industry experience and proven leadership will be invaluable as we continue to expand in the world of sports betting and iGaming.
With over 20 years in the gaming industry, Bruce‘s impressive career includes his recent role as Head of Operations at BetDEX, a leading betting exchange. His background features senior positions at notable organisations like Littlewoods Gaming and Betfred. Additionally, he served as a Consultant for Carousel Group, the coordinator behind MaximBet.
Bruce also has a strong background with some of the industry’s prominent suppliers; he was the Head Systems Engineer at GTECH, before becoming the Lead Solutions Architect at IGT following GTECH’s acquisition of the company. He then spent four years at Novomatic, where he held the role of Head of Sports Betting.
Strategic Expansion and Leadership
The addition of Alan Bruce fits perfectly with our expansion plans at The Unit, coming at the same time as Mark O’Hare stepping into the role of Sales and Account Director for the Americas. Mark is now overseeing activities from our recently opened office in New York City.
As we look toward 2025, these updates, paired with our recent brand refresh, show where we’re headed. With Bruce joining us, we’re ready to push boundaries and strengthen our role as a leader in sports betting and iGaming.
Co-founder Paddy Casey on Alan Bruce’s Role
Paddy Casey, Co-founder at The Unit, said: “We are delighted to welcome Bruce to The Unit. 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.
“We have mentioned previously how this is a very important time for us as a company, having recently opened a new office in New York City, along with the launch of a new brand identity to symbolise our expansion plans in 2025. Putting in place a new management structure for EMEA is another important part of that process and will position us well for long-term growth in the region.
“With Bruce’s new role in EMEA, as well as Mark O’Hare fronting the Americas division, we are well placed to grow across the globe in 2025 and beyond.”
Alan Bruce’s Vision for The Unit
Alan Bruce said: 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.”
“Having previously worked with both industry leaders and start-ups, I believe The Unit has great potential to grow in the market and increase its presence in the coming years.
“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.”
Original content source: European Gaming
