Former Chief Executive Officer of Swedish gaming operator Cherry AB, Frederick Burvall (pictured), has been appointed by Enteractive, the leading provider of player retention solutions for the iGaming industry, to its Board of Directors.

Burvall joins Malta-based Enteractive after stepping down from his role at Cherry earlier this year, where he spent more than a decade as Chief Financial Officer and most recently Group CEO. Under Burvall’s leadership, the Stockholm-listed Cherry became one of Scandinavia’s most successful brands, having acquired seven companies during his time there.

Cherry AB operates over a dozen online gaming domains and in July 2016 spent approximately $85 million to acquire a 49% stake in online casino operator ComeOn Malta Limited before exercising the option for the remaining share in the online casino and sportsbook brand in December.

Burvall said that he was thrilled to start this new chapter in his career with Enteractive, and went on to say that they “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,” according to the press release.

He explained that while most companies focus on growing its customer base, they “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.”

Lastly, Burvall said, “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.”

Mikael Hansson, Co-founder and Chief Executive Officer for Enteractive, 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.” Hansson added, “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.”

Through its unique one-on-one personal phone calls, Enteractive’s Player Reactivation Service helps operators turn inactive players into active users. Additionally, the company’s Player Support Services ensure that active players get the help they need when they need it. Enteractive’s growing clientele within the betting and gaming industry include leading companies such as Gaming Innovation Group and Betsson Group.