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Bruce has over 27 years in the software industry. Since 1982, he has served as Vice President of Sales with Nintendo of America, President of Sega of America, Managing Director of NESI (UK) Ltd. and President and CEO of Gametek, Inc.

He was responsible for establishing the Consumer Products Division of Nintendo and launching the Nintendo Video Game System in the US, establishing the US operations of Sega and launching the Sega game systems in North America and Europe, launching the Nintendo game system in the United Kingdom and the turnaround, international expansion and IPO of Gametek, Inc.