SERIOUS BUSINESS

Enteractive heads to the States

Words by Nicolà Abela Garrett

When the Land of the Free calls, you must answer. For Enteractive CEO Mikael Hansson, moving into the American market has been the most logical course of action, ever since several states across the country began to undo years of gambling restrictions back in 2018. With their new offices established in Miami, Enteractive is poised to conquer the newly legislated sports betting sector of the States, providing player acquisition and customer relations services tailored to this part of the world.

We jump into a video call with Mikael, for whom it’s ten o’clock on a sunny Miami morning in May. Immediately, the Enteractive CEO demonstrates his quiet conviction in the freshly freed up sports betting market in America, and the rapid-fire pattern of states which have fully legislated this form of gambling since May 2018. His assurance is backed by the numbers. Sports betting is now legal and operational in 33 states, 26 of which allow for mobile betting. Even though it still hasn’t been legislated in the country’s biggest states, there are enough active players across all permitting regions to account for a thriving market, if not the biggest in the world. In 2022 alone, the American Gaming Association calculated a whopping estimate of $5.77 billion in revenue for sports betting companies.

And yet, Mikael is baffled. “I’m so surprised that not many European companies have branched out to the US, despite the obvious boom. It’s only been the big companies that have transitioned to this part of the world, but smaller companies seem to be hesitant.” He ardently encourages his peers to head over the States as soon as possible, as there is much to be gained, despite the bureaucratic challenges.

“The EU does at least have common legislation and allows for the free movement of money and other such perks; there are rules which bind us together. So, I can understand why some companies wouldn’t think to branch out beyond Europe; it’s costly and altogether quite futile. But when it comes to the US, you’re dealing with a completely different tax and legal jurisdiction. So, it makes perfect sense to have a strong presence here.”

The discussion turns to the topic of recruitment. With their homegrown knowledge and passion for their native sports, prospective American employees have immense potential to be the ideal candidates. Although Mikael will be sending over some of his European team to set up operations, over time, this branch will be fully led and managed by American personnel, in order to have a fully American version of Enteractive in the States.

But surely remote working would be able to offer a solution… Mikael is evidently not a fan. “Remote is good to some extent, but I think if you’re going to build corporate culture, it’s not the answer. It should be a complementary setup for companies who have a solid base and who are confident in what they do. But remote working is not ideal for companies or entities which are starting from scratch.”

Moreover, scaling up an American sports betting enterprise in somewhere like Malta would be altogether quite impossible, as there aren’t enough people to recruit. Our local team is great but where are you going to find 30 to 40 Americans who can professionally talk about American sports and sports betting for eight hours a day? To grow at scale Enteractive needs to add a bigger team of homegrown all-American members, in order to capitalise on their culture. “American employees based in Malta are by default removed from the scene, as they cannot physically attend sporting events held in the States. Being there gives you direct knowledge of what’s happening, and they can witness sport narratives in person.”

For those of you who are familiar with the Enteractive offices in Malta, you’ll probably be aware of the arresting wow factor which Mikael has invested in. There are notably print outs and murals of iconic moments in sport: a signifier of the passion his team has for the industry. Similarly, he’s investing a lot of money into creating the ideal workspace in Miami. While the office in Malta is equipped with a working kitchen and two full-time chefs for the Enteractive team, food prep is not allowed in the American office environment. “Here we have to think differently but still create a great service to our employees. I’ll be installing a beautiful fridge for drinks which will be stocked up with healthy beverages. I want my American team to feel taken care of, and that the office is a good place to be at.”

Enteractive have just signed a major contract with the leader in the American sports betting scene, and Mikael wants to mark his territory. Through the US market, Enteractive can grow exponentially. “We’re in the business of speaking directly to players. On average, we have 3,500 conversations via our CRM platform per day. In a year or two, we could probably have about the same amount per day just within the US.”

Sports is woven into the fabric of American culture. From athletic scholarships that socially elevate students within the education system, to the omnipresence of TV screens showing all kinds of sports at every bar and restaurant, it’s culturally ingrained into the nation. “I don’t think Europeans can fully comprehend how integrated and intersectional sports is in America. It’s in the blood! Everyone is into some kind of sport, whether playing sport, or supporting their favourite team.” In fact, Mikael’s kids are now also immersed in the system, all enrolled for sporting activities managed by their school.

America is also very big on customer service; theirs is second to none. “They’re really big on respecting and taking care of the customer, and this is where our service is unparalleled. What we’re about as a company fits perfectly in the American scene.” Evidently, Mikael, along with the Enteractive team, is certainly at the right place at the right time.

"At Enteractive, we care deeply about our clients. Our calls are not scripted like automated interactions. While we do have the "Enteractive Way" to guide us, we encourage individuality and authenticity, with the aim being to create a positive connection with our customers while also driving sales. Our unique approach, which emphasizes customer care and responsible gaming, has contributed to our success in Europe.

I firmly believe that the power of personal contact via phone calls surpasses the impact of text messages or emails, fuelling my excitement for the potential of the US market. In the United States, the customer experience is greatly influenced by feelings and emotions, so Enteractive’s approach will thrive here.

“Since relocating to Florida, my greatest challenge is to remain true to myself while adapting to a different culture and a larger environment. I embrace this new chapter in my life and look forward to tackling the fresh challenges that come with it. As a company, we aspire to be recognized throughout the United States, mirroring the high standards we have already set in Europe. I am committed to playing a significant role in achieving this vision, and I'm excited about the future of Enteractive in the US market.”

– Agata Bartlomiejczyk