Player activation and reactivation specialist Enteractive has announced the appointment of Stephen Parry as its new Group Chief Executive Officer, effective 1 October 2026, as the company enters its next phase of international growth and innovation.
Parry brings extensive leadership experience spanning the global betting and gaming, telecommunications, and technology sectors, having held senior roles with organisations including Flutter Entertainment, William Hill, Superbet, FDJ/Kindred, and Vodafone. His background combines deep industry knowledge with experience of leading and scaling within major international organisations.
Scaling International Horizons and AI Innovation
Since its foundation in Malta in 2008, the business has grown into an international organisation of approximately 250 colleagues, supporting more than 100 brands across 50 markets. Over that time, Enteractive has established itself as a specialist in human-to-human player engagement, helping operators strengthen customer relationships through personalised one-to-one conversations, supported by its proprietary technology.
As Enteractive looks towards its next phase, the business has identified international scale, deeper operator partnerships, and the continued evolution of its technology and product offering, including its growing portfolio of proprietary AI solutions, as key priorities for growth. Parry’s appointment reflects a deliberate focus on bringing the leadership experience and capabilities required to deliver against those ambitions.
Executive Leadership Perspectives
Mikael Hansson, Enteractive Co-Founder and Executive Chairman, commented on the transition:
“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.”
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. 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.”
As part of the leadership transition, Mikael Hansson has moved into the role of Executive Chairman of the board, remaining closely involved with Enteractive and supporting Parry and the wider leadership team on the company’s long-term strategic direction. The leadership shift comes as Enteractive continues to combine nearly two decades of player engagement expertise with new technology, data, and AI capabilities, while retaining the human-first approach that has defined the business since its inception.
