Interview with Mikael Hansson from Enteractive

SiGMA Catches up with Mikael Hansson, CEO of Enteractive

How did you come up with the idea of your company?

We founded Enteractive in 2008 with a vision of revolutionising how operators go about engaging with and reactivating churned players. The churning of players is something that we have all seen impacting companies in this industry, and with our unique, direct interaction-led solution we believe we have more than found the answer.   

Our method of utilising one-on-one phone calls has proved uniquely scalable and effective in bringing inactive players in an operator’s database back into the fold, while at the same time ensuring that we meet our commitments to responsible gaming initiatives.

You apply personal one-on-one calls to get the churned players back in action. Why this particular strategy?

 While some may view picking up the phone to your customers as old hat, particularly in the face of increasingly flashy AI and data driven solutions, engaging directly with the customer on a human and personal level remains a hugely powerful engagement tool.

Engaging with customers over the phone in a discussion with regards to why they stopped playing, and on subjects like their favourite sports and casino games has much more potential to see them reactivate with an operator than an untargeted email offer with a standard array of bonuses and free bets.

We have found that through this method we can reactivate more than 30% of an operator’s inactive players, with no risk at all to the operator given that we operate on a revenue share basis.

Mikael Hansson

What kind of companies do you work with?

We pride ourselves on working with some of the best and most respected operators in gaming, including Kindred Group, Gaming Innovation Group (GIG), and a range of Betsson brands including Betsafe, NordicBet and StarCasino. We are proud to offer our unique, customer-driven solutions to operators looking to invest in their CRM cycle and take their reactivation strategy to the next level.

What is the main thing that you’d like SiGMA readers to know about your offering?

We have discussed the innate strengths of our reactivation solution, but it is important to stress that it has been built on the solid foundations of almost ten years’ worth of experience. We have optimised our solutions to meet the demands of an ever-changing and fast-moving industry, and have built a dedicated technological platform in order to support the delivery of our services.

We also provide a player support service that is tailorable to an operator’s specific needs, and leverages our experience in order to extend the kind of VIP treatment normally reserved for high value players across the company’s entire player-base.

Are there any exciting plans in the works that you can tell us about?

We are continually engaged in developing our team with dedicated and experienced professionals, and recently brought Fredrik Burvall, the former CEO of Cherry AB, onto our board of directors. We are also engaging in a series of promising discussions with leading operators about extending our services to their player base. While I can’t give too much away, what I will say is that you should definitely watch this space!

What do you see as the biggest challenges ahead for the industry in 2018?

The General Data Protection Regulation (GDPR) seems to be a hot topic at the moment, and will be a major factor for all operators in the iGaming industry. Whilst we are committed to optimising our approach in order to best comply with the incoming regulations, we also believe that player acquisition will be an important challenge for 2018. With acquisition costs constantly on the rise, operators are looking at new marketing verticals to push organic growth. Our retention services offer a positive alternative to investing in your player database, whilst keeping acquisition costs to a minimum.

Are you ready for SiGMA17?

You bet we are! You’ll be able to find us at stand B198, where our team will be on hand to talk delegates through our solutions, plus how our unique service is working towards becoming compliant with the soon-to-be enforced GDPR regulation.

We are looking forward to presenting our unparalleled customer reactivation and retention solutions at this year’s show, and would encourage any operators aiming to boost their performance in the online arena to come and chat to us about how we can help grow their revenues in close partnership.

Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.

Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?

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