Enteractive has appointed Stephen Parry as Group CEO, with his tenure starting on 1 October 2026. This leadership change comes as the company embarks on a new phase in its international growth and innovation strategy.
Parry's extensive background in leadership spans the global betting and gaming industry, as well as telecommunications and technology. He has previously held senior positions at prominent firms such as Flutter Entertainment, William Hill, Superbet, FDJ/Kindred, and Vodafone. His rich industry experience positions him well to lead Enteractive through its next steps.
Enteractive, founded in Malta in 2008, has grown significantly and now employs around 250 individuals. The company serves more than 100 brands across 50 markets, establishing itself as a leader in human-to-human player engagement. This focus on personalized interactions has been supported by its proprietary technology, helping operators build strong customer relationships.
As the company aims for further expansion, Parry will prioritize international scaling, stronger partnerships with operators, and the advancement of its technology and product line, which now includes a range of proprietary AI solutions. His leadership experience from major organizations is seen as a key asset for meeting these growth targets.
Alongside Parry's appointment, Mikael Hansson has transitioned into the role of Executive Chairman of the board. Hansson will continue to work closely with Parry and the leadership team to guide Enteractive’s long-term strategy.
This leadership shift occurs as Enteractive leverages nearly two decades of expertise in player engagement while integrating new technologies, data analytics, and AI capabilities, all while maintaining its person-centered approach.
Mikael Hansson stated, "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 remarked, "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 unlock the significant opportunities ahead."
