Enteractive

History and Founding

Enteractive was founded in 2008 in Stockholm, Sweden, by Mikael Hansson and Bo Sehlstedt. The company identified a gap in the iGaming market: most operators relied solely on generic, automated messages to win back lapsed players. Enteractive became the first dedicated player-reactivation provider, offering a managed service that combined technology with human conversation. Over the years, the company expanded its geographic footprint, establishing a European hub in Malta (the primary regulatory centre for iGaming), a US office in Fort Lauderdale to serve the growing American market, and a delivery centre in Romania. It was an early adopter of AI-driven predictive models to identify the most salvageable accounts, continuously refining its methodology through A/B testing and proprietary conversion algorithms.

Business Model and Technology

Enteractive operates a B2B model, charging operators for its managed reactivation and retention campaigns. The core technology is the (Re)Activation Cloud®, a platform that ingests operator data, segments players by value and churn risk, and orchestrates personalised outbound campaigns via voice calls, email, and SMS. Human agents—trained in gambling-sensitive communication—are supported by real-time analytics that optimise timing, messaging, and offer strategies. This combination of AI and human touch is Enteractive’s key differentiator, enabling operators to recover players who would otherwise be lost.

Products and Services

Enteractive’s product suite includes two main service lines: Player Reactivation (targeted campaigns to bring back lapsed players and convert unfunded accounts) and Retention & Win-Back (proactive outreach to at-risk players and high-value win-back offers for recently churned VIPs). Additionally, the company offers a call-centre solution that integrates directly with operator CRM stacks, as demonstrated by its certified integration with Optimove. This integration allows operators to trigger personalised voice calls based on real-time behavioural events.

Market Position and Competition

Enteractive is the recognised industry leader in its niche, serving many of the world’s largest iGaming operators. Its cumulative €75 million in incremental revenue for partners and multiple industry awards underscore its market position. Competitors include in-house CRM teams and other specialist agencies, but Enteractive’s proprietary technology, dedicated agent workforce, and decade-plus track record provide a strong competitive moat. The company operates in a highly regulated environment, with compliance and responsible gambling considerations central to its agent training and campaign design.

Leadership and Offices

The company is led by founder and CEO Mikael Hansson, co-founder Bo Sehlstedt, COO Neill Simpson, CTO Daniel Schembri, and U.S. President Sean Phinney. Enteractive maintains offices in Malta, Fort Lauderdale (USA), and Romania. While the official registration is in Sweden (Enteractive AB), the primary operational base appears to be Malta, where much of the iGaming industry is centred.