Letlat has said he will make the supplier's customer first strategy his primary focus, as he looks to improve the company’s services and products.

Letlat was previously VIP Account Manager and Sales Representative at Betway, before holding various roles at Betsson, including CRM Manager and Customer Insight Manager.

His last industry role was as General Manager for operator Storm International, owner of the Shangri La brand of casinos.

Letlat said: “Albeit the fact that the industry is based on entertainment, one shouldn’t forget how sensitive it is, especially by taking in full control of the gambling age according to each jurisdiction and providing the full support to players to reduce the potential impact of gambling addiction.”