Enteractive appoints Stephen Parry as group CEO amid global expansion plans

Enteractive has appointed Stephen Parry as Group Chief Executive Officer, effective 1 October 2026, placing a senior executive with experience spanning betting, gaming, telecoms and technology at the centre of the company’s next phase of development.

The Malta-based player engagement specialist said the appointment forms part of its strategy for continued international growth. Stephen Parry succeeds the company’s co-founder Mikael Hansson in the chief executive role, while Hansson moves into the position of Executive Chairman.

The leadership change comes as Enteractive continues to develop its player activation and reactivation services for operators in regulated and international markets. Its model combines proprietary technology with direct human interaction, with a particular focus on engaging players who may no longer respond to conventional CRM activity.

Stephen Parry takes over as group CEO

Stephen Parry brings a career that includes senior operating and transformation positions across several major companies. His professional background has included work with Flutter Entertainment, William Hill, Superbet, FDJ UNITED and Vodafone, giving him experience across both the gambling sector and wider technology-led businesses.

At William Hill, Parry joined the executive team as Chief Operating Officer after serving at Flutter Entertainment. He later became CEO of William Hill International. In 2023, he moved to Superbet as Chief Operating Officer, where the company said he would help lead a newly created operational excellence function covering retail, trading and wider business operations.

His career has also included leadership responsibilities connected with digital transformation, customer experience and operational strategy. That combination is relevant to Enteractive’s model, where technology is used to support personal conversations between trained agents and players.

For Enteractive, the appointment adds an executive with experience in large-scale operations while maintaining a strong connection to customer engagement and business transformation.

Enteractive enters its next phase

Enteractive was established in 2008 and its corporate history records its founding in Stockholm before the business expanded its presence in Malta. Malta now serves as the company’s headquarters, with the business also maintaining a US presence.

The company says its team exceeds 250 employees and its services operate across more than 50 markets. Its activities centre on player activation and reactivation, supported by the proprietary (Re)Activation Cloud technology platform.

Rather than relying exclusively on automated CRM messages, Enteractive describes its approach around human interaction. Players can be contacted through one-to-one conversations conducted by multilingual teams while technology supports campaign management, data handling and operational delivery.

The model reflects a wider industry focus on customer lifecycle management. Operators continue to examine the value of existing player databases, including inactive or dormant accounts, while seeking methods that remain consistent with local regulatory requirements and responsible gaming expectations.

For suppliers operating internationally, the ability to adapt communication practices to individual markets is increasingly important. Differences in licensing frameworks, marketing requirements, privacy rules and consumer protections can affect how player engagement services are delivered.

Mikael Hansson moves to executive chairman

As part of the management transition, co-founder Mikael Hansson has moved from the chief executive position to Executive Chairman. The change keeps Hansson closely connected to the company while allowing Parry to take responsibility for day-to-day group leadership.

Hansson 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 and I’m incredibly excited to welcome him to lead Enteractive through its next phase of growth.”

The statement points to continuity in Enteractive’s existing business model rather than a stated departure from it. The reference to new markets, products and technologies indicates that the company intends to develop its existing capabilities as it seeks to broaden its international activities.

For a business built around player engagement, continuity at board level can also provide an established strategic connection during a change in executive leadership. Hansson’s move to Executive Chairman allows the co-founder to remain involved in strategic matters while Parry assumes the Group CEO role.

The arrangement separates board-level oversight from executive management while retaining experienced leadership within the organisation. It also gives the new CEO responsibility for implementing the company’s commercial and operational priorities across its wider market footprint.

Human interaction remains central to the business

Enteractive’s proposition is based on the view that direct communication can complement digital CRM channels. Its teams engage players through personalised conversations designed to support activation and reactivation initiatives for operators.

The company has positioned its technology as an enabling layer rather than a replacement for human contact. Its (Re)Activation Cloud supports the operational side of campaigns while agents conduct direct outreach in multiple languages and markets.

This approach also places importance on compliance and appropriate communication practices. Player engagement activities can be subject to different rules depending on jurisdiction, product type and customer circumstances. Businesses operating in European markets must also consider data protection requirements under GDPR alongside applicable gambling laws and licensing conditions.

The Malta Gaming Authority is among the institutions relevant to Malta’s wider gaming regulatory environment. The precise obligations applicable to any business depend on its activities, legal structure, licensing position and the jurisdictions in which it operates.

For Enteractive, those considerations are particularly relevant because its services are delivered across multiple markets. International expansion requires operational procedures that can account for differing requirements while preserving consistent standards in customer interaction.

International experience shapes the leadership transition

Parry’s career across gambling and telecommunications provides experience of organisations operating in complex and technology-driven environments. His previous positions have included responsibilities for operations, integration, transformation and customer-facing activities.

That background is relevant as Enteractive continues to expand internationally. Operating across multiple markets requires attention to local rules, language requirements, customer expectations and operational controls. Experience across different sectors can also provide exposure to organisational change and technology adoption at scale.

Enteractive has continued to build an international footprint in recent years. Its corporate materials identify Malta as its headquarters and list a US location in Fort Lauderdale, supporting a business structure designed to serve customers beyond its original European base.

The company’s stated presence in more than 50 markets underlines the international nature of its service model. For the new CEO, the role will include building on that existing platform while overseeing further development of products, services and market activity.

Parry’s previous exposure to international operations may therefore be relevant to the company’s stated objective of continued growth. However, the commercial impact of the leadership change will depend on future execution, customer relationships, market conditions and regulatory developments.

What the appointment means for Enteractive

The appointment of Stephen Parry represents a change in executive leadership at a time when Enteractive is emphasising international development and technology-supported player engagement. The company retains its founder at board level while bringing a new Group CEO into the operational leadership role.

Parry said: “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. I’m excited to build on those strengths alongside our people, customers and partners, drawing on my long-standing relationships across the industry to help more operators strengthen player retention and to unlock the significant opportunities ahead.”

His comments focus on existing capabilities, industry relationships and player retention services. They also identify international expansion and broader operator engagement as areas of focus under the new leadership structure.

The management transition will take place within an industry where customer retention, responsible engagement, data protection and regulatory compliance remain important considerations. Enteractive’s future development will therefore be shaped not only by its commercial plans but also by the requirements of the jurisdictions where its services are offered.

A change in chief executive can influence priorities across technology, operations and international business development. In Enteractive’s case, the move is accompanied by a clearly defined change in Hansson’s responsibilities, creating a leadership structure in which the company’s co-founder remains involved while the new CEO leads group operations.

Conclusion

Enteractive’s appointment of Stephen Parry as Group CEO marks a new stage in the company’s leadership structure. With experience across betting, gaming, telecommunications and technology, Parry takes charge as the business continues to develop its international player engagement operations.

Mikael Hansson’s move to Executive Chairman provides continuity at board level while separating the co-founder’s role from day-to-day executive management. The structure creates a clear leadership transition while maintaining the principles that have shaped Enteractive’s player activation and reactivation proposition.

As the company develops its presence across international markets, its next chapter is set to centre on disciplined expansion, technology development and human-led customer engagement. The combination of established operational experience and founder oversight provides the framework for that strategy while future progress will depend on how effectively Enteractive adapts its services to the different commercial and regulatory environments in which it operates.

FAQs

Who is Stephen Parry?
Stephen Parry is a senior executive whose career has included leadership roles across betting, gaming, telecommunications and technology. His documented experience includes Flutter Entertainment, William Hill, Superbet, FDJ UNITED and Vodafone.

When does Stephen Parry become Enteractive Group CEO?
Stephen Parry becomes Group Chief Executive Officer of Enteractive on 1 October 2026.

Who was Enteractive’s previous CEO?
Enteractive’s co-founder Mikael Hansson previously served as CEO. Under the new leadership structure, he moves into the role of Executive Chairman.

What is Enteractive known for?
Enteractive specialises in player activation, reactivation and engagement services for iGaming and betting operators. Its approach combines direct human interaction with proprietary technology.

Where was Enteractive founded?
Enteractive was founded in Stockholm in 2008 before expanding its operations in Malta. Malta is now the company’s headquarters.

How large is Enteractive’s workforce?
Enteractive’s current corporate materials state that its workforce exceeds 250 employees.

How many markets does Enteractive operate in?
Enteractive states that its services are available across more than 50 markets internationally.

What technology does Enteractive use?
Enteractive uses its proprietary (Re)Activation Cloud platform to support player activation and reactivation campaigns alongside human-led player conversations.

What will Mikael Hansson do as Executive Chairman?
Mikael Hansson will remain involved at board level as Executive Chairman following the transition of day-to-day executive leadership to Stephen Parry.

Why is Stephen Parry’s background relevant to Enteractive?
Parry has held senior roles involving operations, integration, transformation and customer experience across gambling and telecommunications. Those areas overlap with the operational and international demands of Enteractive’s business.