Shreeve takes on expanded sales and marketing role with Astra and Bell-Fruit

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Novomatic UK has confirmed that Ian Shreeve, who joined Bell-Fruit Games as sales and marketing director in 2017, has also taken responsibility for the sales function at sister company Astra Games.

The appointment is part of a streamlining of the senior management structure which will see finance and HR director Stephen Howlett expand his remit to cover both brands. The appointments have immediate effect.

Chris Butler, who is MD of Astra Games and Bell-Fruit Games as well as being a director of Novomatic UK, believes the developments will serve to enhance efficiency and provide a sharp focus to the sales and marketing drive.

He stated: “The new structure is more suited to the needs of today’s industry. The lines of reporting are clearly defined and there are significant benefits of bringing together responsibility for sales and marketing for both Astra and Bell-Fruit. Ian has extensive knowledge of the gaming business, working his way up the industry holding a variety of different roles. There’s no doubt that the Astra brand will benefit from his hands on experience, his drive and his unique insight. I would like to wish both Ian and Stephen every success in their new roles.”

“Bell-Fruit and Astra are two of the best known names in world gaming and I’m really excited about taking on this new and expanded role,” commented Ian Shreeve. “We are at a very important point in the industry calendar with ACOS, EAG and ICE all taking place over a five month period. We will be using the exhibitions as an opportunity to showcase our world class content and to explain our strategies to the market moving forward. I’m a great believer in asking customers what they want and then doing my very best to deliver it. I look forward to working with the great team at Astra and meeting existing and new customers from our stand at ACOS which is twice the size of the presence we had at last year’s show.”


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