Enteractive has appointed Stephen Parry as Group Chief Executive Officer, effective October 1, 2026, to steer the company through its next phase of international expansion and innovation. Parry comes with a wealth of leadership experience, having held senior positions in prominent organizations such as Flutter Entertainment, William Hill, Superbet, FDJ/Kindred, and Vodafone, which gives him a unique understanding of the global betting and gaming, telecommunications, and technology markets.
This appointment is timely, as Enteractive has been evolving since its inception in Malta in 2008. The company has grown to a workforce of approximately 250 employees, servicing over 100 brands in 50 markets. Enteractive has carved out a niche in human-to-human player engagement, enhancing customer relationships through tailored one-on-one interactions, leveraging its proprietary technology.
As it plans its future, Enteractive has pinpointed key areas for growth: expanding its international footprint, forging deeper partnerships with operators, and furthering the development of its technology, particularly its evolving portfolio of AI solutions. Parry's extensive background in large international firms aligns perfectly with the company's ambitions and strategic goals.
In conjunction with Parry's appointment, Mikael Hansson transitions to the role of Executive Chairman of the board. He will stay actively involved in Enteractive, guiding Parry and the leadership team in shaping the company's strategic trajectory.
This leadership change occurs as Enteractive aims to blend nearly two decades of expertise in player engagement with advancements in technology, data analytics, and AI, all while maintaining its core human-focused approach.
Mikael Hansson, co-founder and Executive Chairman of Enteractive, expressed enthusiasm about the new chapter ahead: "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 realize that ambition, and I’m incredibly excited to welcome him to lead Enteractive through its next phase of growth."
Stephen Parry conveyed his excitement about his new role: "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."
