Enteractive

Reactivation and retention specialists Enteractive has bolstered its board of directors with two appointments with Enrico Bradamante and Christian Rajter strengthening the company’s ability to scale globally.

Bradamante has previous experience as the managing director of NetEnt and is currently CEO at Maverick Gaming, with Rajter’s experience gained as CEO of Expekt.com and founder and CEO of Mobenga.

“We’re really in the process of accelerating our scaling momentum with Enteractive. We’re seeing more operators than ever onboarding onto (Re)activation Cloud and we’ve never experienced this level of demand for our platform. 

“Enrico and Christian bring with them an amazing experience of global B2B go-to-market operations, and we’re honoured to have them both on our team.” – Marcus Krüger, Chairman of the Board at Enteractive

Holland Casino

State-run Holland Casino has extended the contract of current chief executive officer Erwin van Lambaart, recommending the renewal after the country’s gambling regulators gave positive feedback.

Set to serve for four more years, van Lambaart has been at the helm for the last three years and his original contract was due to expire next year.

“With the reappointment of Erwin van Lambaart, we ensure the continuity of Holland Casino’s successful strategy. In recent years, he has steered the company through turbulent times in a powerful manner and has ensured stability within the company.

“In addition, he has successfully managed to unite his team’s interests and the social role of Holland Casino through the ‘HC2020’ strategy, which has been implemented decisively. His knowledge and insights will be of great importance for the company in the coming period.” – Willem Bröcker, chairman of the supervisory board of the Dutch Ministry of Finance.

Betby

Sportsbook supplier Betby is targeting expansion across European jurisdictions after adding further strength via the appointment of Eva Berkova as chief operating officer.

Joining before this month’s SBC Awards, Berkova’s appointment comes as the firm generates consistent momentum since launching just over a year ago, with over 17 brands now live.

“We are pleased that Eva has joined the Betby team, and are eagerly looking forward to her bringing an analytical and innovative approach to a number of our processes.

“We have built a motivated, talented group at Betby and as we continue to bring in top-tier talent, we become more confident that we will enjoy a very successful 2020.” – Chris Nikolopoulos, CCO at Betby.

Gaming Laboratories

Gaming Laboratories International has promoted Lynda Hartzell, who holds accreditation as a CPA, CFF, CFE, CIA, and CPM. to audit director.

Previously occupying the position of chief of the audit division for the Nevada Gaming Control Board, since joining the firm Hartzell has been overseeing GLI’s Nevada audit process, lauded as a critical step for a company to obtain certification by the NGCB.

GLI supports industry suppliers and operators with guidance on new gaming landscapes and precision testing and certification to mitigate risk and ensure gaming innovations meet regulatory standards with confidence.

“Her knowledge, experience, integrity, and leadership have helped to create a team of professionals whose dedication and expertise have contributed to our mission of providing world-class testing, certification, and professional services, and we are thrilled to promote her to Audit Director,” – Tina Kilmer, senior director of engineering at GLI.

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As a result, the brands in question, Rizk, Guts and Kaboo, will now enhance their reactivation performance through the addition of Enteractive’s (Re)Activation Cloud plug-and-play service.

Ross Parkhill, GiG’s director of B2C casino, commented: “”We expanded our partnership with Enteractive’s reactivation cloud to cover all brands and markets. Their responsible approach, the ease of integration and a solid ROI make this partnership one which we see adding value well into the future.”

The (Re)Activation Cloud is driven by human interaction and boosts the operator’s P&L by aiming to activate inactive players. This is done by having personalised conversations on the brand’s behalf, which begins where the CRM processes end.

This feature is now set to augment the GiG brands’ player retention rates whilst further strengthening both the focus and the work on responsible gaming that has been earlier communicated by the company

Mikael Hansson, Enteractive founder and CEO, added: “We are delighted that GIG has selected us to assist them in further strengthening their focus on their great B2C brands Rizk, Guts and Kaboo. We look forward to helping them achieve their targets through the deployment of our tools.”

The expansion with GIG’s core brands marks the latest addition to the growing number of gaming entities within Enteractive’s portfolio, which boasts clients such as Betsson, Kindred, Casumo and Aspire Global. 

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The licence for the Keystone State follows on from the company’s entry into the New Jersey market in April 2021. As a result, Enteractive will be able to roll out its (Re)Activation Cloud platform which enables sportsbook operators to target, and engage with, specific player segments.

Mikael Hansson, Enteractive CEO, said: “With this Pennsylvania licence in addition to our licence in New Jersey, we’re available to support player retention for sportsbooks in the two largest online gambling states of the US.  

“With some leading US brands already working with our stateside teams, our journey across the pond gets more exciting each day.”

In addition to player reactivation services, Enteractive will also carry out “one-to-one conversations with players”. This is something that the company believes will “act as a frontline protection against problem gambling”.

Andrew Foster, Chief Business Officer at Enteractive, added: “After the early success Enteractive has seen in the US market and the positive way players are responding to our one to one personal approach, we’re proud to announce that we are expanding our reach into Pennsylvania state. 

“It’s encouraging to see that the US audience is as appreciative of a personal, qualitative approach as the other global audiences we engage with on behalf of operator brands.”

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Entain

Entain has appointed Dafne Guisard as the company’s Chief Operations Officer, effective from 13 January 2025.

As COO, Guisard will be responsible for operational excellence, global strategic planning, customer service organisation and M&A integration.

“Dafne brings a wealth of experience in driving strategic growth and delivering transformation on a global scale,” commented Gavin Isaacs, CEO of Entain.

“Her appointment will help place Entain at the leading edge of innovation, as well as strengthen the executive management team as we build on a period of stronger-than-expected revenue growth and key market expansion. Dafne will be a tremendous asset to Entain.”

An advocate for the transformative power of technology, Guisard joins Entain from The Kraft Heinz Company. Here, she was Chief Strategy, Transformation and Digital Officer, leading the company’s global ten-year growth strategy, developing new operational models and driving digital transformation. 

Before Kraft Heinz, she worked for nine years in various leadership positions at Anheuser-Busch InBev, eight years in management consulting and equities, and also co-founded a machine learning tech start-up.

Responsible Gambling Council

In an email to stakeholders, the Responsible Gambling Council announced the appointment of Sarah McCarthy as its next CEO, effective 6 January 2025.

Bringing 15 years of leadership experience to the position, McCarthy will be replacing Shelley White, who is stepping down from the position after announcing her retirement earlier this year in June.

McCarthy most recently served as Vice President of Strategic Initiatives at the Rick Hansen Foundation, where she was responsible for strategic and operational planning, program implementation and the stewardship of impactful business development strategies. 

She also led a team across four key departments of Accessibility Certification, Accessibility Advisory Services social enterprise, School Program and Marketing/Communications, helping to advance the foundation’s mission of accessibility and inclusion. 

Before the Rick Hansen Foundation, McCarthy was the Executive Director at the International Society for Nurses in Cancer Care and other notable non-profits, driving advancements in policy and governance on an international scale, helping to influence policy development and setting global standards.

RGC’s Board Chair, Yvon Lemire, stated: “Please join me in extending a warm welcome to Sarah in her new role. We look forward to her contributions and leadership in achieving our strategic objectives and furthering our mission.”

Lemire also thanked White for her service to RGC and wished her well as she steps into retirement.

He said: “Shelley’s leadership has been transformative, steering the RGC through significant initiatives that have expanded our reach and deepened our impact. 

“Her strategic foresight was instrumental in launching groundbreaking programs that have set industry standards in responsible gambling. Her passion for advocacy and her commitment to our cause have not only enriched our organisation but also the broader community we serve. 

“As Shelley embarks on her well-earned retirement, we reflect on her legacy of innovation and leadership, and we extend our heartfelt thanks for her years of dedicated service.”

iGaming Ontario

iGaming Ontario has announced that it has begun its search for its next President and CEO.

To be based in Toronto, the successful candidate will succeed Martha Otton, who announced back in August that she would be retiring at the end of this year.

With the support of a dedicated team, iGO noted that the President and CEO will provide visionary leadership, strategic direction and operational oversight within the Canadian province’s igaming market.  

Applicants can apply for the role through the Odgers Berndtson website.

Inspired Entertainment

Inspired Entertainment has appointed James Richardson as its next Chief Financial Officer, effective from 1 January 2025.

Richardson brings nearly 30 years of experience to Inspired, with knowledge in financial leadership, strategic planning, commercial development, corporate finance, M&A and operational management across various industries including online gaming, financial services and payments.

“We are thrilled to welcome James to the Inspired Entertainment team,” said Brooks Pierce, CEO of Inspired. 

“James’s extensive background in financial reporting and governance for both US and UK publicly listed businesses, his strong financial management and his proven track record for driving growth, value creation, and technical accounting expertise make him an ideal fit for our company as we continue to execute our strategic initiatives and deliver value to our shareholders. 

“The combination of James’ leadership and experience across multiple sectors, particularly the gaming industry, will allow him to make an immediate contribution.”

Richardson joins Inspired from Manchester Airports Group (MAG), where he oversaw financial operations for London Stansted and East Midlands airports as its Group Commercial Finance Director and Finance Director.

Before MAG, he was the Global Finance Director for William Hill plc’s online betting and gaming business. Beginning his career at PwC, he has also held senior financial positions at DFC Global Corp and Global Payments Inc.

Commenting on his new role, Richardson said: “I am excited to join Inspired Entertainment and contribute to its next phase of growth. I look forward to working with the talented team at Inspired to build on the company’s strong foundation and its ongoing expansion of its digital vertical in order to drive continued growth and success.”

Enteractive

Enteractive has appointed Lukasz Zebrowski as its new Head of Compliance. 

Zebrowski brings experience in regulatory compliance to the role and will help Enteractive in providing safe, responsible and effective reactivation services to operators, tailored and compliant with regulatory requirements in each market.

“At Enteractive, my focus will be on aligning our services with the highest industry standards, ensuring regulatory alignment in all the markets we operate in,” commented Zebrowski.

“We are dedicated to maintaining a compliance-first approach, particularly in player protection and fraud prevention, with comprehensive training programs to uphold these values at every level.”

Andrew Foster, Chief Business Development Officer at Enteractive, added: “Lukasz’s expertise in navigating complex regulatory landscapes will strengthen our compliance efforts, helping us deliver even greater value to our clients across diverse jurisdictions. 

“His leadership will ensure we maintain the highest standards in responsible gambling and fraud detection, reinforcing our commitment to safeguarding operators and their players.”

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Through the deal, the player conversion and reactivation service provider’s outbound calling expertise has been added to the CRM marketing platform’s Multichannel Marketing Hub, going alongside its existing suite of marketing channels such as email, mobile, SMS, in-app messaging, as well as web and mobile push.

Enteractive has stated that the outbound calling will allow operators to provide personal interactions with players in the areas of retention and tackling problematic gambling, accessible seamlessly with Optimove’s CRM marketing platform integration.

Dan De Souza, Director of iGaming Partnerships at Optimove, commented: “Sometimes you need a bit of human touch. We’re thrilled to kick off this strategic partnership with Enteractive.

“This new marketing channel represents a significant addition, offering operators an impactful avenue to rekindle connections with inactive players and bolster their efforts in addressing problematic gambling issues more effectively.” 

Enteractive added that the personalisation of the outbound calls can help reengage with previous players, but also identify signs of problematic gambling behaviour to provide those that need it with “personal, hands-on advice to help them manage their gambling habits”.

“Addressing player churn is a pivotal marketing challenge within the iGaming industry, and this partnership marks a significant step forward in empowering operators to address this challenge effectively,” added Pedram Padidar, Enteractive COO. 

“Our service aligns perfectly with the capabilities of Optimove’s comprehensive all-in-one CRM Marketing platform. Combining Enteractive’s well-established services with Optimove’s advanced CRM marketing functionalities provides a formidable marketing tool that spares no resource in reactivating churned players.”

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Using fresh investment from Bettor Capital, Enteractive will hope to fuel its growth in North American markets, outlining an aim to accelerate efforts in key growth markets such as the US and Canada. 

Mikael Hansson, Enteractive’s CEO, stated: “We’re thrilled to bring Bettor Capital on board as a strategic investor as we continue to expand within the North American market. We have built a strong relationship with the Bettor Capital team and believe that they will bring significant value alongside our existing investors.”

The igaming solutions provider will leverage Bettor Capital’s expertise in the gaming industry, having previously invested in BeyondPlay when LeoVegas divested 25 per cent of its shares in the multiplayer-focused online casino solution provider. 

Dave VanEgmond, Managing Partner at Bettor Capital, added: “We are excited to partner with Mikael and the Enteractive team to expand their global business. As online gambling markets, such as the US, mature operators are increasingly focused on player retention and reactivation alongside new customer acquisition.

“Enteractive’s proprietary software powers real one-to-one conversations with players that delivers demonstrable and meaningful ROI for operators, as they re-engage customers that may be considered to have churned. 

“With a responsible gambling approach baked into this model, this is a clear win-win for the industry. As a result, Enteractive has established a global blue chip customer base and market leadership position that has the Company primed for continued growth, especially in large and high growth markets such as North America.”

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Through the deal, Enteractive will supply its personalised conversion and reactivation services to BVGroup – operator of the BetVictor online sportsbook and casino – via its proprietary (Re)Activation Cloud technology platform.

These services will run alongside the operator’s preexisting CRM activities “to convert registered non-funded accounts and reactivate selected segments of its dormant player database” to generate more revenue.

“Enteractive stands out as the perfect collaborator for engaging player segments that benefit from such a tailored approach, whether that involves converting non-funded registrations or reviving inactive players,” commented Brent Almeida, CCO at BVGroup.

“The focus will be on specific audience groups that are likely to react more positively to direct and personal interaction, all with the aim of increasing the overall efficiency of our marketing activities across our diverse portfolio of brands and geographic territories.”

Enteractive has stated that its (Re)Activation Cloud technology platform allows “a fast and seamless integration of selected player databases” and features responsible gambling best practices as well as native-speaking sales agents to engage with players in each market with a real human voice.

Andrew Foster, Chief Business Officer at Enteractive, added: “BVGroup adopts a comprehensive view of their business, so we’re excited to be providing our services for a like-minded iGaming company that values tapping into all potential player revenue channels. 

“Leveraging the power of its brand portfolio, including its iconic flagship brand, BetVictor, we firmly believe that Enteractive will enhance BVGroup’s roster of active and depositing players.”

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Through the deal, Enteractive will complement Touch Casino’s existing CRM activities to run projects focused on registered non-funded player account activations, as well as lapsed or dormant player account reactivations.

The casino recognises the company’s retention and reactivation services as vital for “optimising revenue generation from the churned segments of their player base as well registered, non-funded accounts”.

Rhys Hamilton, Director at TouchCasino.com, commented: “We’re excited to partner with Enteractive and use their innovative approach to player engagement to activate and reactivate our players. We believe this will help us achieve new levels of success in player conversions.”

Enteractive brings 15 years of player reactivation and retention experience to TouchCasino, including its proprietary (Re)Activation Cloud technology platform, which allows for “fast and seamless integration of selected player databases”. 

The company also provides a personalised CRM approach through real-human, one-to-one outreach by phone with native-speaking sales agents for each market, as well as a focus on responsible gambling best practices. 

In the past few months, Enteractive has also agreed to similar reactivation services deals with the likes of Spinwise and Resorts Digital Gaming.

“Our commitment to real one-to-one communication with the ability to get in-depth feedback direct from players will no doubt increase the conversion levels for the Touch Casino brand and we look forward to working with the Touch team on various campaigns over the next few months and beyond,” added John Foster, Head of B2B Sales at Enteractive.

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The two parties have been working together since last year when Enteractive partnered with the Winnerz brand for personalised retention and reactivation services, enabling the company to optimise its revenue generation.

This campaign has been described as “successful”, resulting in Spinwise expanding the partnership across their other brands – including Wisho and Trickz – utilising Enteractive’s proprietary (Re)Activation Cloud technology platform.

“At Spinwise, we take fun seriously, so Enteractive is the perfect partner for reaching players who need a more personalised approach to renew their entertainment with our brands,” commented Peter Kovisars, CEO at Spinwise.com.

“In order to maximise potential LPV across all our player segments, Enteractive will target those audience segments which we’ve seen will respond better to more direct and personal engagement.”

Enteractive’s proprietary (Re)Activation Cloud technology platform offers “fast and seamless integration of selected player databases”, native-speaking sales agents to engage with players and one-to-one outreach by phone, all with responsible gambling best practices included.

Andrew Foster, Chief Business Officer at Enteractive, added: “We’re excited to be working with Spinwise as their iGaming brands are quickly making inroads in a number of global markets.

“They see the untapped potential of the lapsed player accounts, and Enteractive has the right mix of technology and reactivation agents to make a considerable difference in active player revenues.”

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Through the partnership, Enteractive will implement the activation campaigns for Coolbet to prioritise the latter’s player engagement, retention and reactivations. 

Julija Moisenko, Head of Marketing Operations at Coolbet, commented: “We are thrilled to be working with Enteractive and their unique approach to player engagement. This partnership enables us to stand out from the competition and demonstrate to our players that we care about their experience. We are excited to see the results of this collaboration.”

The collaboration will utilise Enteractive’s (re)Activation Cloud platform, as Coolbet shares selected player segments with the former’s expert agents, focusing on registered non-funded player accounts, who will subsequently contact players via one-on-one conversations over the phone in a bid to “bring back lapsed players”. 

Using this personal approach is suggested to be a “proven way to convert more deposits from PNFs” while also upholding responsible gaming values by ensuring players can afford to deposit and gamble with Coolbet before encouraging them to do so. 

Andrew Foster, Enteractive’s Head of Business Development, added: “Our mission is to connect igaming brands with their players through real one-to-one conversations. We are confident that our expert team of call agents will help Coolbet achieve new levels of success in player conversions and reactivations.”

As this project places particular focus on Latin America, Enteractive’s call agents will be native-speaking to communicate efficiently with the “lapsed players”. 

Foster concluded: “Enteractive’s personalised, sustainable approach, seamless integration, and solid returns are invaluable to brands seeking to enhance their players’ experience while also improving their bottom line. 

“With each and every call adding value to the player’s brand experience, conversion or reactivation campaigns should not be overlooked.”

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