The Unit Appoints Alan Bruce as Sales Director for EMEA

The Unit, a provider of 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). This addition strengthens the company’s senior management team and further supports its ongoing expansion.

Bruce brings over 20 years of experience in the gaming industry, having most recently served as Head of Operations at the betting exchange BetDEX. His previous roles include senior positions at operators such as Littlewoods Gaming and Betfred. Bruce also worked as a consultant for Carousel Group, the operator of MaximBet.

In addition to his operational experience, Bruce has a strong background with leading suppliers. He held roles as Head Systems Engineer at GTECH and Lead Solutions Architect at IGT after GTECH acquired IGT. He also spent four years at Novomatic, where he was Head of Sports Betting.

Bruce’s appointment is part of The Unit’s broader expansion strategy, which also includes the appointment of Mark O’Hare as Sales and Account Director for the Americas. O’Hare’s relocation to New York City follows the opening of The Unit’s Americas office, reinforcing the company’s commitment to growth in the region.

These appointments align with The Unit’s strategic goals for 2025, which were further supported by a brand refresh announced earlier this 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.”