Enteractive Appoints Stephen Parry As Group CEO

Enteractive has appointed Stephen Parry as group chief executive officer, bringing in an experienced gambling executive to support international expansion, deepen operator partnerships and integrate new technology and artificial intelligence capabilities.

Parry joins from FDJ United, where he served as managing director of operations. Enteractive co-founder Mikael Hansson will move into the role of executive chairman and remain involved with the business.

Parry Brings Experience From Major Industry Integrations

Parry has held senior roles across several major gambling companies. He previously served as chief operating officer at Superbet and William Hill and was also chief executive of William Hill’s international business.

His career has included leadership positions during periods of major corporate change. At FDJ United, he joined shortly after the acquisition of Kindred. Earlier, while working at Flutter Entertainment, he was responsible for the integration of The Stars Group.

That background is relevant to Enteractive’s stated priorities of achieving international scale and building deeper partnerships with operators.

Enteractive Combines Human Engagement With AI

Founded in Malta in 2008, Enteractive now serves more than 100 clients across 50 markets and employs around 250 people.

The company supports operators with player retention and reactivation through direct human engagement rather than relying solely on automated marketing. Its next phase will introduce greater use of data, technology and AI while retaining that human-first model.

“Stephen brings 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,” Hansson said.

Parry described Enteractive’s proposition as “genuinely distinctive” and added: “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.”

Parry’s appointment indicates that Enteractive wants to scale without abandoning the personal engagement that underpins its retention proposition. His experience in operational transformation and international integration should help the company develop its technology offering while managing growth across multiple markets.