Burvall recruited by Enteractive

Enteractive, the player retention solutions provider, has appointed former Cherry Group chief executive Fredrik Burvall to its board.

Burvall, who stood down from his previous role earlier this year, joins Enteractive after more than 10 years at Cherry where he acted as chief finance officer and most recently, group CEO.

Under his stewardship, the operator became one of the most successful brands in Scandinavia, acquiring seven companies during his time, including casino and sportsbook brand ComeOn.

Enteractive’s Player Reactivation Service helps operators turn churned players into active users through its one-to-one personal phone calls. The company’s service is designed to reduce the costs of an operator’s customer service helpdesk.

“I’m thrilled to have begun a new chapter of my career with Enteractive, one of the industry’s leading providers of player retention solutions,” said Burvall.

“We have big ambitions to grow the company’s international footprint with our unique and personal offering, which helps operators reactivate churned players and keep them engaged.

“Most operators are focusing on taking in new customers, but forget to focus on the existing customer base, especially the inactive players. I believe that re-activation will be the next big thing in iGaming especially now more markets are being re-regulated and taxed locally.

“Operators probably don´t know what a gold mine they are sitting on. I am sure Enteractive with their IPRs and player retention solutions will be a major player helping operators develop and maintain high margins.”

Speaking about the appointment of Burvall, Enteractive chief executive, Mikael Hansson, said: “Fredrik has an impressive track record within the betting and gaming industry, and his addition to our board of directors is a major coup for us.

“During his time with Cherry, he oversaw major acquisitions across all of the group’s business areas, and delivered strong financial results. The rest of the team and I look forward to working alongside Fredrik in what is an exciting period of growth for the company.”

Related article: Cherry chief executive to step down