Williams brings seven years of industry experience to her new role, having worked across the industry with other companies such as Gaming Innovation Group (GiG), Betsson and Betfair, and the expectation is that her appointment will lead to further focus on and growth in the US.

In her new role, Williams will be reporting to Enteractive’s Chief Business Officer, Andrew Foster, who commented: “In 2022, Enteractive has seen remarkable growth with both new clients coming onboard and entrance to new markets around the world, most notably in North America.  

"With Faye’s extensive experience in the iGaming sector, this is an important appointment for our B2B team, supporting our business growth into 2023 and beyond.”

Meanwhile, Williams added: “I’m excited to join Enteractive as the company continues to grow as the leader in the field of reactivation and retention, working with so many of the major operators around the world.  

"It’s a hugely important period at the moment, with the United States upping the ante for everyone in the sector, and I look forward to helping the company drive more active players for iGaming brands worldwide.”

Earlier this year, Enteractive joined GiG’s marketplace, offering its retention services through GiG’s platform.

Foster commented on the deal, saying: “Having worked closely with GiG’s partners in the past, we’re thrilled and honoured to be included in the GiG Marketplace for their platform clients.

“That our services are recognised by one of the main leaders in the iGaming industry is credit to all the hard work that our teams have put in to develop our unique retention services."