Enteractive Appoints Stephen Parry as Group CEO to Lead Its Next Phase of International Growth in iGaming
Enteractive, the Malta-founded specialist in player activation and reactivation, has appointed Stephen Parry as Group Chief Executive Officer. The appointment takes effect from 1 October 2026 and comes as the company sets out plans for its next phase of international growth and product development.
Parry steps into the role with leadership experience across betting and gaming, telecommunications and technology, having held senior positions at Flutter Entertainment, William Hill, Superbet, FDJ/Kindred and Vodafone. Alongside the appointment, co-founder Mikael Hansson has moved into the role of Executive Chairman, remaining closely involved in the company’s long-term strategic direction.
Why the Enteractive CEO appointment matters for iGaming operators
Enteractive sits in a specific corner of the industry, helping operators keep and win back players through direct, one-to-one conversations rather than mass marketing. A change at the top of a business built on that model is worth noting, because the person leading it shapes how far and how fast the approach is pushed into new markets. Parry’s background at some of the largest names in betting and gaming points to an appointment made with scale in mind.
What Stephen Parry brings to the gaming operator
Parry’s career spans both the operator side of gaming and the wider telecoms and technology sectors. His listed experience at Flutter Entertainment, William Hill, Superbet, FDJ/Kindred and Vodafone covers large, international organisations, which is the kind of background Enteractive has pointed to as it looks to grow. The company has framed the hire around bringing in leadership capable of delivering against ambitions in international scale and deeper operator partnerships.
How Enteractive has grown in the player engagement market
Since its foundation in Malta in 2008, Enteractive has grown into an organisation of approximately 250 colleagues, supporting more than 100 brands across 50 markets. Over that period it has positioned itself around human-to-human player engagement, using personalised one-to-one conversations backed by its own proprietary technology. That mix of people and technology is the base the company says it wants to build on.
Enteractive’s growth priorities and proprietary AI solutions
Looking ahead, Enteractive has identified three priorities: international scale, deeper operator partnerships, and the continued evolution of its technology and product offering, including a growing portfolio of proprietary AI solutions. The company has been clear that it intends to keep its human-first approach while layering in new technology, data and AI capabilities, rather than replacing one with the other.
What continuity at the top signals for Enteractive
Commenting on the appointment, 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, and I’m incredibly excited to welcome him to lead Enteractive through its next phase of growth.”
Stephen Parry, Group CEO of Enteractive, 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.”
What Does This Appointment Mean for B2B iGaming Operators?
For operators that rely on retention and reactivation partners, the read is fairly direct. Bringing in a CEO from the largest tier of betting and gaming operators, while the co-founder stays on as Executive Chairman, points to a company trying to scale an established model rather than reinvent it. The emphasis on proprietary AI alongside the human-first approach suggests operators can expect the same core service with a heavier technology layer over time. The real test will be whether that combination translates into measurably stronger player retention for the brands Enteractive works with.
Source: Enteractive
