The Unit, a leader in product design and development for sports betting and iGaming, is adding another highly-experienced industry figure to its senior management team, with Alan Bruce joining 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 MaximBet.

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, with Mark O’Hare becoming Sales and Account Director for the Americas. This comes after the opening of The Unit’s Americas office in New York City, with O’Hare moving to the city to head up the operation.

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.

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 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.”