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ENTERACTIVE Getting to know: Enteractive Mikael Hansson, Founder & CEO, introduces us to reactivation specialist, Enteractive.


GIO: Tell us about Enteractive. MH: Enteractive was founded in 2009 by three people, one of those being myself. The company was founded because we had the conviction that a real call to players would create a unique loyalty that cannot be created by any other way of communication.


Can you outline your core products and services and what makes them unique in the market? Our core services are Activation and Reactivation. What makes them unique is that we combine an optimized state-of-the-art platform, called the Reactivation Cloud and pair this with skilled native sales agents that communicate with the customers of our operator partners. It is the perfect match between technology and human interaction.


GIO: What calibre of operators are you currently working with? MH: We are working with several multinational operators such as Betsson, Kindred and STS. The Casumo deal is one of the latest deals we have signed, and we are especially happy with how fast we managed to get them up and running, reaching very good results in a very short time.


GIO: Why do players leave certain brands to go elsewhere? MH: Players leave for a number of reasons, but our conviction is that if most products out there are more or less equally good then the main reason why you leave is that you don’t feel important to your operators. You leave because they don’t care if you are a customer or not. Studies prove just this, 68% leave because the company did not seem to care about them. This is why we started Enteractive – to help operators do something about this.


GIO: What mistakes are operators currently making? MH: I think that the main mistakes are that many focus  looking after their customers. Also, there is still an unreasonable focus on new customers when it’s so much easier and logical to actually take better care of the ones you already have. Again, the data is there; the probability of selling to an existing customer is between 60-70% while selling to a new prospect is between 5-20%.


GIO DECEMBER 2019 67


GIO: What can operators do to get these players back or stop them leaving in  MH: From the start have an open and direct form of


communication. Call the customers up and welcome them to the site, etc. Stop thinking only CRM tools but think of the emotional


aspects of taking care of your customers: How do you connect to your customers? How do you get to know them?


GIO: What makes these players so  MH: Well, loyalty has always been and  you don’t have to run around chasing new customers because you take care of the ones you have. Studies show that retention is cheaper to execute than acquisition.


We have now been doing this for 10  time in all these years that operators come to us for a solution because they feel it’s the right time to do something. Markets are slowing and prices for new players are going up so now it’s the perfect time to take care of your existing players and we have seen a great surge in both new operator partners as well as loyal customers per month generated for our partners because of these facts. The ones that do this right will be the winners  have the most advanced tool out there paired with the most passionate and professional native agents to communicate with these customers.


The probability of selling to an


existing customer is between 60-70% while selling to a new prospect is between 5-20%


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