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Stephen Parry Succeeds Mikael Hansson as Enteractive Group CEO

By jili tutorial · October 1, 2026

Stephen Parry Succeeds Mikael Hansson as Enteractive Group CEO

Overview: A New Chapter for Enteractive

On 1 October 2026, Malta-based iGaming player engagement specialist Enteractive named Stephen Parry as its new Group Chief Executive Officer. Parry succeeds Mikael Hansson, who co-founded the company in 2008 and now moves into the newly created role of Executive Chairman. Hansson will retain strategic involvement with the board and leadership team, even as he steps back from day-to-day operations.

The leadership change signals a deliberate shift towards international scale. Enteractive, which supports more than 100 operator brands across 50 markets from its Malta headquarters, is positioning itself for the next phase of growth in a sector where player retention and reactivation have become increasingly contested.

Why This Leadership Change Matters

The Growing Importance of Player Retention

In iGaming, operators are under intense pressure to reduce churn and extend player lifetime value. Acquiring new players is expensive, and many markets are becoming saturated. That is why reactivation and retention services have moved to the centre of operator strategy.

Enteractive specialises in this exact area. Its proprietary (Re)Activation Cloud platform connects native-speaking agents with players across regulated markets through one-to-one telephone engagement. The company’s model combines human interaction with data-driven technology, helping operators bring players back and keep them engaged for longer.

A Transition, Not a Departure

Mikael Hansson is not leaving Enteractive. As Executive Chairman, he will continue to shape the company’s strategic direction, mentor leadership, and support the board. Stephen Parry, meanwhile, takes operational control as Group CEO, with a mandate to scale internationally, deepen operator partnerships, and accelerate the development of the company’s AI capabilities.

Stephen Parry: A Track Record Across Gaming, Telecoms, and Technology

From Vodafone to Flutter and William Hill

Stephen Parry brings more than two decades of cross-sector executive experience. His career spans betting and gaming, telecommunications, and technology, with senior roles at some of the most recognisable names in the industry.

What Parry Brings to Enteractive

Parry’s background is particularly relevant to Enteractive’s next phase. He has experience in:

These skills align directly with Enteractive’s stated priorities as the company looks to grow beyond its current footprint.

Enteractive’s Business Model: Human Touch Meets AI

How the (Re)Activation Cloud Works

At the core of Enteractive’s offering is the (Re)Activation Cloud platform. The platform uses proprietary technology to support outreach campaigns, but the actual engagement is human. Native-speaking agents contact players directly by telephone, providing a personalised experience that automated digital marketing cannot replicate.

This approach is particularly effective in regulated markets, where player communication must be carefully managed. By combining artificial intelligence, operational data, and real conversations, Enteractive helps operators improve player reactivation rates and build longer-term loyalty.

More Than 100 Brands Across 50 Markets

Enteractive employs approximately 250 people internationally. Its client base includes more than 100 operator brands operating across 50 markets. The company has built a reputation for being a specialist partner rather than a broad-based supplier, focusing exclusively on activation and reactivation.

For operators, the value proposition is clear: better use of existing player databases, lower churn, and improved lifetime value.

Strategic Priorities Under the New CEO

1. International Expansion

Enteractive already serves a broad range of markets, but the company is expected to accelerate its push into new regulated and newly regulating jurisdictions. Parry’s experience scaling international operations will be essential.

2. Deeper Operator Partnerships

Rather than simply providing a service, Enteractive aims to become a more integrated partner. That means working closely with operators to understand their data, player bases, and long-term goals, then tailoring engagement strategies accordingly.

3. Continued Development of AI Solutions

AI has always been part of Enteractive’s technology stack, but the company plans to invest further. This includes improving player segmentation, predicting churn risk, and optimising when and how agents reach out to players. The human element remains central, but AI makes those conversations smarter and more timely.

Leadership Comments

Mikael Hansson, Enteractive co-founder and Executive Chairman, said:

“Enteractive is entering an exciting new chapter, building on the human-first approach that has always defined us while expanding into new markets, products and technologies. Stephen brings the industry experience, international perspective and leadership to help us realise that ambition.”

Stephen Parry, Group CEO of Enteractive, added:

“Enteractive has built a genuinely distinctive proposition, combining deep operational expertise and technology with the power of real human interaction to deliver measurable value for operators around the world.”

What This Means for the iGaming Market

Parry’s appointment is a signal that Enteractive intends to compete more aggressively on the international stage. The iGaming industry is becoming more competitive, and operators that succeed will be those that can retain players efficiently and cost-effectively.

Enteractive’s focus on human-led, technology-supported engagement is well suited to this environment. With a new CEO at the helm and a clear set of growth priorities, the company is well positioned to help operators navigate the challenges of player churn and lifetime value.

Conclusion

Stephen Parry’s appointment as Group CEO marks a new chapter for Enteractive. Mikael Hansson’s move to Executive Chairman ensures continuity, while Parry brings the operational and international experience needed to scale the business further. With AI development, deeper partnerships, and market expansion at the top of the agenda, Enteractive is entering its next phase with strong leadership in place.