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Mark O’Hare: The sky’s limit for The Unit and Red Knot
We speak to The Unit’s Head of Business Development Mark O’Hare about the company’s strategic alliance with PR and communications specialists Red Knot Communications, which was announced last year…
Can you let us know a little bit about what Red Knot does and why The Unit and Red Knot decided to enter into a strategic alliance?
We’ve worked with Red Knot since the summer of 2023, after a successful spell of Red Knot providing their PR and media services to us, particularly in the B2B domain. We knew they had worked with some of the biggest names in media, and we were instantly impressed with the support they’ve given us and the press coverage they have been able to generate from press releases, interviews, thought leaderships and social media marketing.
Very quickly, though, we established a crossover between the two companies whereby we could exploit some natural synergies. By way of an instructive example, just take my own position role, which began as Head of Business Development for The Unit. More recently, though, I’ve performed a twin-track biz-dev role for both companies. At The Unit, software development is a core part of the business and we have a talented marketing team that does traditional marketing like SEO, PPC, social media etc. However, our clients often also asked us about PR services, which was something we didn’t have the expertise in-house to provide. In the past, we would have simply handed that off to Red Knot. But now The Unit’s Co-Founder Paddy Casey and Red Knot’s Co-Founder Andy Clerkson (who had previously worked well in tandem at Grand Parade) thought I could manage sales for both and oversee how these complementary connections interlink, creating organic efficiencies from which to scale both businesses, rather than oscillating from one to the other in more disjointed fashion.
This is quite an interesting partnership, because the two companies come from very different areas, so what brings Red Knot as a media company in line with a software development company like The Unit and vice versa?
We have talked to clients in the past and interpretations of PR can be quite different, from the more traditional to the increasingly technical. For example, some just want PR to be back-linking and SEO, which was not necessarily Red Knot’s initial expertise. But the scope of its services has now evolved to include this, thanks to The Unit’s input. As in any domain of discourse, you have to embrace the latest tools of innovation and tech if you want to distil clear messaging and engage with your target audience. Nowadays, some people’s perspective of PR speaks to a more technical side which we have the experience in, so we can help each other by combining both.
How does your role differ from what you were doing for The Unit previously?
For The Unit, my day-to-day responsibilities varied from account management to working on sales leads or assisting in marketing projects, whereas Red Knot is more streamlined for me to focus on the sales process. Red Knot had a structure in place for lead management and outreach that we’ve been able to incorporate into The Unit’s structure. The role can develop as I continue to learn about what works well for both companies and I’m learning a lot.
How have you found the challenge of splitting your time between both companies?
That’s something that’s played out differently to how we may have thought. It isn’t as simple as having a set structure of focusing on The Unit in the mornings and on Red Knot in the afternoons, and I just have to be honest with myself and both companies about what I’m able to do. Some days I might work on a proposal for a The Unit client and then work on a different project for Red Knot. You have to work around time zones as well, because Red Knot’s team are spread out across Europe and the US, whereas the team I work closest with at The Unit is based in Dundalk, Ireland. I’d been at The Unit for five years and knew how we operate. From my experience now with Red Knot, I’d say both cultures are very similar, so that certainly helps.
How likely is it this partnership could expand with more staff or services?
I think there is huge potential to expand the partnership. There will certainly be other colleagues representing both sides of the business in due course. That’s not something we’ve put into place yet, but we’ve already entered mature conversations for the next phase, and ICE London (6-8 February) will see us unveil the next building block in this lockstep journey.
I personally feel the sky is the limit, because both companies are growing and can help each other in so many ways, as we seek to optimize our strengths and deliver exceptional services across the dynamic world of igaming and sports betting. I couldn’t put a timeline or a figure on things, but our growth in the last 12 months has been fantastic and we wish to continue that. The opportunity is now as palpable as it is obvious. After all, our respective skill sets, target territories and client lists are totally complementary. This global partnership crystallises a hive mind of two successful companies, comprised of very experienced gaming industry professionals who can supercharge marketing for any B2C or B2B gaming or betting brand, anywhere in the world.
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Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans
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Soft2Bet has launched TopBet.ro, a new Romanian sportsbook designed to cater to local habits and preferences. Built with a clear focus on motorsport and match-day culture, the brand combines competitive odds and fast mobile journeys with an auto-themed identity that resonates with local fans.
From launch, TopBet.ro has been tuned to the way Romanians follow sport. Football and motorsport are front and centre, with timely markets, match-day boosts and content that reflects supporters’ weekly rituals. Romania’s proximity to major European circuits and easy short-haul travel make it a natural home for motorsport fans, and TopBet.ro responds with creative campaigns, themed missions and seasonal offers built around grand prix weekends. The same care is evident throughout the interface: clear navigation, quick bet placement, and a clean, mobile-first design.
Yoel Zuckerberg, Chief Product Officer at Soft2Bet, said: “With TopBet.ro, we set out to create a brand that feels Romanian from the first tap, then added MEGA missions and challenges that turn derby days and grand prix weekends into journeys people return to. What we prove on our own brands becomes the toolkit we offer partners, combining culturally tuned products with measurable engagement and the ability to scale with minimal integration effort.”
Brand representative from TopBet.ro commented: “TopBet.ro is designed for Romanian fans who want more from every match. Together with Soft2Bet, we built a platform that connects sport, competition, and rewards in a way that feels natural and exciting. Our goal is to give every player the chance to experience the game like a champion.”
Alongside sports, TopBet.ro offers a comprehensive casino lobby for quick breaks or a change of pace, featuring popular slots, live dealer tables, and sports-themed titles, all delivered in a mobile-first format with clear navigation and quick load times. The experience is powered by Soft2Bet’s performance-first platform, which delivers speed, stability, and smooth gameplay, along with responsible play tools tailored to local requirements. A key part of this is MEGA (Motivational Engineering Gaming Application), the engagement engine that turns play into progress through missions, challenges and quests that unlock rewards and keep sessions fresh.
The approach has already proved successful in Romania, where seasonal quests and local events are firm favourites among players. By turning everyday actions into clear milestones and rewards, MEGA lifts session depth and repeat visits, helping first-time players become long-term customers.
The post Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans appeared first on European Gaming Industry News.
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ELA Games beckons players to step into a shadowy realm of sorcery and mystery with its newest release: Witches’ Book
Bathe in the magic as a powerful coven of three witches conjures their spells across the reels, revealing mysterious rewards and surprises. Each spin is a step toward ultimate strength, where massive riches and bubbling magic await.
The Power of the Book
In the Witches’ Book, magic shimmers in every spin. Players aim to collect enchanted pages and experience the power of each witch’s most mythical spells.
Once players gather enough enchanted pages, they complete the spellbook and choose their witch and symbol to unlock the magical Free Spins. As the witches’ power grows, every symbol has the chance to transform into a Jackpot, turning ordinary spins into powerful, enriching moments.
A medium volatility level and 94.9% RTP ensure that wins are frequent even on the base game. Additionally, multiple surprise features can arise and spread across the 5×3 reel format, making each spin a potion of excitement.
ELA Games’ Magical Touch
Witches’ Book is an enchanting embodiment of ELA Games’ philosophy regarding creative innovation and a focus on engaging gaming experiences. The games’ animations, sound design, and dynamic mechanics blend to create an atmospheric game that will have players a part of the incantation.
Marharyta Yerina, ELA Games’ Managing Director, commented on the release, “With Witches’ Book, our goal was to create a title that emphasises the visually-rich aesthetics that embody the atmosphere of the brooding festive season. Every feature and design element was meticulously crafted to keep players engaged and deliver value for our partners. Witches’ Book is an example of our development approach: leverage creativity to entertain players while driving meaningful performance results for operators.”
Discover Enchanting Riches Now
Players can dive into the mysterious world of magic and spells today, with powerful gameplay and immersive experiences.
Finish your incantation and cast a powerful, lucrative spell today.
The post ELA Games Casts Its Latest Spell with Witches’ Book appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Lisbon’s streets set the pace for Season 2 of GR8 Tech’s Bet It Drives — the drive-time podcast where iGaming’s most interesting voices speak freely, in motion. Hosted by Yevhen Krazhan, Chief Sales Officer at GR8 Tech, each episode captures raw insight, candid stories, and the kind of energy you can only find on the road.
Episode 2 puts the spotlight on Tiago Pereira, Head of Portugal at LeBull.pt, the executive who helped turn a logo and a bull into one of the fastest-growing brands in Portugal’s regulated iGaming market. With more than 20 years in sports betting, affiliates, and casino operations at Placard.pt, Betano.pt, bet.pt, and Sportingbet, Tiago has led market entries, compliance frameworks, sponsorships, and full-funnel digital growth.
During the ride, Tiago opens up about:
- How he found his path and his journey from architecture and computer science to marketing.
- The history of LeBull.
- Portugal vs. Brazil: same language, different mindset: why copy-paste doesn’t work and true localization is key.
- The idea behind the LeBull Night Show, a weekly late-night comedy event.
- His failed marketing project.
- Trusting younger generations.
- His previous approach to marketing when he joined Betano in 2017.
- Why the Portuguese sports betting market relies on the casino vertical.
- The next chapter for affiliation.
- Network or Not Work: mascots, localization, and keeping support teams local.
- A small personal detail that’s still quietly visible online for those who know where to look.
- His Champion Rule: move forward with an “I need to get this done” mindset. Whatever happens, don’t stop. Stay consistent, keep moving forward, and the results will follow.
“Tiago showed us how to win a new market with discipline, curiosity, and the courage to keep moving forward,” said Krazhan.
Watch or listen to Season 2, Episode 2 with Tiago Pereira on:
Bet It Drives Season 2 kicked off with Rasmus Sojmark and keeps the pace with upcoming episodes featuring Kyrylo Korobka and Kelly Kehn. Buckle up. Lisbon’s just getting started.
The next chapter of iGaming belongs to those who play smart and play bold. Meet GR8 Tech at booth 5028-2 during SiGMA Central Europe 2025 in Rome, November 3–6, and discover the Heavyweight Rulebook built for operators ready to scale, localize, and win.
The post GR8 Tech’s Bet It Drives Hits the Portuguese Fast Lane with Tiago Pereira of LeBull.pt appeared first on European Gaming Industry News.
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