In an era where automation dominates the player engagement playbook, Enteractive is taking a radically different approach, and it’s working. While many operators continue to rely on mass emails and generic CRM workflows, Enteractive is looks to lead a quiet revolution, built on the power of real, human connection.

As the pioneers of player reactivation since 2008, Enteractive has carved out a space in the iGaming landscape that focusing exclusively on one-to-one, human-led outreach to turn dormant players into active, loyal customers. With a global footprint spanning 40+ markets and a proven track record of measurable ROI, Enteractive isn’t just part of the reactivation conversation; they’re driving it.

We sat down with Mikael Hansson, co-founder and CEO of Enteractive, to explore why one-to-one, human-led engagement isn’t just surviving in today’s tech-driven iGaming world, it’s thriving. In a landscape increasingly dominated by automation, AI, and algorithmic targeting, he makes a strong case for why genuine human interaction remains not only relevant but critical.

“Technology has made it easier than ever to reach players,” he says, “but reaching isn’t the same as connecting.”

For operators looking to unlock untapped revenue, particularly from lapsed or disengaged player segments, he notes that Enteractive’s approach offers a powerful advantage: personalised, two-way conversations that reignite interest, rebuild trust, and deliver results that no email sequence or chatbot can match.

SBC News: Could you explain how Enteractive’s human interaction-led CRM extension  works across different regions?

Mikael Hansson: While player preferences may vary from market to market, the desire for personal connection is universal. Our model is rooted in genuine, one-on-one conversations, guided by native-speaking agents who understand not just the language, but the cultural nuances that build trust.

Whether we’re reactivating players in the UK, Spain, or Peru, our approach adapts to regional sensitivities while staying true to the core principle of real, human engagement. Behind every call is our proprietary (Re)Activation Cloud, which allows us to seamlessly plug into an operator’s existing CRM setup, so we’re not replacing their tools, we’re supercharging them. We like operators to think of us as their conversion catalyst, not their competition.

SBCN: Automated CRM will always remain key for all operators, so how does Enteractive ensure operators still feel the value of a human interaction model?

MH: Automated CRM is brilliant for reach and scale, but it’s not designed for deep, personal interaction. That’s where we come in. Enteractive adds the human layer that automated journeys can’t replicate.

When a player gets a call from someone who speaks their language, knows the operator brand, and understands what motivates them; that’s when you move beyond just ‘engagement’ and into real reactivation.

It’s not about choosing one or the other. It’s about letting automation handle the volume, and letting us handle the moments that matter. We’re here to complement and enhance your CRM strategy, not replace it.

SBCN: Could you outline some of Enteractive’s recent success with stats?

MH: We’ve seen fantastic results across our global portfolio – particularly with hard-to-convert segments that traditional CRM channels struggle with. Enteractive’s campaigns convert or win back an average of 20,000 players every month.

On average, Enteractive converts up to 15% of a client’s inactive player base into active depositing customers, which can result in more than a 350% ROI. These are players that had effectively been written off and we brought them back. Our approach doesn’t just drive revenue; it reignites the player relationship.

SBCN: Could you give us an update on Enteractive’s work in North America and Latin America, amid its office in Florida? How has Enteractive’s (Re)Activation Cloud supported the company’s expansion stateside?

MH: The opening of our Florida office was a key milestone in our journey, giving us the on-the-ground presence needed to better serve the North American market. Our (Re)Activation Cloud has been instrumental in this expansion.

It’s what allows us to stay agile, scalable, and compliant, even in a region as heavily regulated as the US. In Latin America, we’re seeing huge momentum as well, especially in markets like Colombia and Peru. The appetite for human-led engagement is growing rapidly in these regions, and our ability to localise outreach is a real differentiator.

SBCN: Could you explain how responsible gaming is a key factor of Enteractive’s customer relationship management and how this plays out in practice?

MH: Responsible gaming isn’t just a box we tick, it’s embedded into every call we make. Our agents are trained to spot red flags, have sensitive conversations, and guide players towards the right resources when needed.

Every outreach is logged, recorded, and monitored for compliance and quality controls, recordings which are accessible by the operators that we’re serving, uploaded in real time, once the call has ended. This ensures we’re always aligned not only with our customer’s standards, but those of local regulatory bodies. 

And thanks to our proprietary tech, we can scale these interactions without ever compromising on player safety. Ultimately, building outstanding customer relationships means putting player wellbeing first, always.

SBCN: Enteractive set a new record in January this year, calling one million players in a month. Could you offer some insights into which regions were involved in this figure and how you plan to push on from this?

MH: That one-million milestone was a proud moment for us and a testament to how scalable our model has become. The volume came from a mix of the 40+ markets that we operate in, but what’s more exciting than the number itself is the impact it’s having.

We’re talking about real people, having real conversations, generating real results. As we move forward, we’re investing even more into tech to support this scale and expanding our footprint to meet growing demand in emerging markets. This is just the beginning.

In a world where digital noise is at an all-time high, Enteractive offers something refreshingly different, a voice that cuts through, connects, and converts. With the power of human interaction and the backing of robust technology, Enteractive are redefining what CRM success looks like in iGaming.

I encourage operators to hand us your toughest segment. There’s no risk, no commitment and let us show you the value that you’ve been missing.”