Enteractive has appointed Stephen Parry as its new group CEO, tasking him with driving greater international scale and integrating proprietary AI solutions across the business.
Parry joins from FDJ United, where he served as managing director of operations, bringing a wealth of experience working at senior levels across the European gambling industry.
Before his time at FDJ United, Parry held COO positions at both Superbet and William Hill, and also served as CEO of William Hill’s international business.
His background extends further into major corporate integrations, having been explicitly responsible for incorporating The Stars Group into Flutter Entertainment during his tenure there.
Parry also has roots in telecommunications and technology, with previous senior roles at Vodafone adding a broader commercial dimension to his industry expertise.
Enteractive co-founder Mikael Hansson will transition into the role of executive chairman of the board, where he is expected to remain closely involved with the company’s direction.
Hansson welcomed the appointment warmly, saying: “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.”
He added that Parry “brings the industry experience, international perspective and leadership to help us realise that ambition,” expressing enthusiasm for the company’s next phase of growth.
Parry described Enteractive’s customer retention and reactivation offering as a “genuinely distinctive proposition,” signalling his confidence in the foundations already laid by the business.
The incoming CEO also stated: “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.”
Founded in Malta in 2008, Enteractive has grown into an international organisation of approximately 250 colleagues, supporting more than 100 brands across 50 markets worldwide.
The company has built its reputation on human-to-human player engagement, helping operators develop stronger customer relationships through personalised one-to-one conversations backed by proprietary technology.
Looking ahead, Enteractive has identified international expansion, deeper operator partnerships, and the continued development of its AI solutions portfolio as the primary pillars of its growth strategy under Parry’s leadership.
