Enteractive Appoints Stephen Parry as Group CEO

Enteractive has appointed Stephen Parry as Group Chief Executive Officer as the player activation and reactivation specialist prepares for its next stage of international expansion.

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Parry takes up the position from 1 October 2026, bringing senior leadership experience from across the betting and gaming, telecommunications and technology industries.

His previous roles include positions with Flutter Entertainment, William Hill, Superbet, FDJ/Kindred and Vodafone, giving him experience within several major international organisations as well as across the wider betting and gaming sector.

The appointment comes as Enteractive looks to build on the international growth it has achieved since being founded in Malta in 2008.

The company now employs approximately 250 people and supports more than 100 brands across 50 markets. Its business is centred on human-to-human player engagement, using personalised one-to-one conversations alongside its proprietary technology to help operators strengthen relationships with customers.

Enteractive has identified further international expansion, closer partnerships with operators and the continued development of its technology and product offering as priorities for its next stage of growth.

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This includes the company’s expanding portfolio of proprietary AI solutions, with Parry’s appointment intended to bring additional leadership experience as Enteractive pursues those areas.

The appointment also forms part of a wider leadership transition at the company.

Enteractive co-founder Mikael Hansson has moved into the position of Executive Chairman of the board. He will remain closely involved with the business while supporting Parry and the wider leadership team on Enteractive’s long-term strategic direction.

The company said it will continue combining almost two decades of player engagement experience with developments in technology, data and AI while maintaining the person-centred approach that has formed part of its business since its foundation.

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.”

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