Booming Games appoints Ally McIvor as Chief of Sales to lead global commercial push
Appointment strengthens commercial structure as supplier expands 300+ proprietary slots
Key Takeaways
- Booming Games has named Ally McIvor as its first Chief of Sales to lead global commercial operations.
- McIvor has over seven years’ iGaming experience, including roles at Microgaming, Games Global and iSoftBet.
- All members of the commercial team will report directly to McIvor, who will report to Michael Waterfield.
- The Malta‑based supplier has a catalogue of more than 300 proprietary slot games.
- McIvor has already represented Booming Games at the SBC Summit in Lisbon as part of early outreach.
Booming Games has appointed Ally McIvor as its first Chief of Sales, a role created to oversee the company's global commercial operations and support its growth plan. The announcement from the Malta-based slot provider comes as Booming Games scales activity and expands a portfolio of more than 300 slot titles.
Experience and responsibilities
McIvor brings more than seven years of experience in iGaming, joining after commercial, partnership and operational roles at established suppliers Microgaming, Games Global and iSoftBet. Her background covers business development, client relationship management and commercial operations—skills the company says are key to securing new B2B alliances and consolidating existing partner relationships.
In her new role, McIvor will lead Booming Games’ entire sales department; all members of the commercial team will report directly to her. The position marks the first time the company has created a senior leadership role dedicated exclusively to sales.
Commercial reorganisation and reporting
McIvor will report directly to Michael Waterfield, Chief Commercial Officer at Booming Games. Waterfield and McIvor will coordinate the execution of the commercial strategy, focused on improving sales performance, identifying emerging business opportunities and forging strategic, long‑term value partnerships.
The reorganisation establishes a clear hierarchy within the commercial team and allows McIvor to concentrate on market penetration and improving the department’s performance.
Event presence and first steps
McIvor has already begun duties representing Booming Games at industry gatherings; she attended the SBC Summit in Lisbon in September to engage with operators, partners and industry colleagues. The company emphasises that event presence is part of the strategy to accelerate deals and visibility. She will continue outreach at sector events and through [B2B partnerships](/b2b).
"Booming Games is a fast‑growing supplier that deserves a sales strategy aligned with its ambitions. In my role as Chief of Sales, I intend to add dedicated leadership to the team, drawing on what I’ve learned in my more than seven years in iGaming," said Ally McIvor.
"With Ally joining as Chief of Sales, we now have a best‑in‑class commercial team prepared for the ambitions we hold at Booming Games and the pace we want to set," added Michael Waterfield.
Supplier context
The Malta‑based company has been expanding its catalogue and commercial presence in regulated markets through B2B agreements and product launches. The appointment of McIvor is presented as an organisational response to that product and operational growth, and the company expects her to support further regulated‑market expansion via targeted commercial initiatives and continued event activity such as the SBC Summit [events](/events).
Frequently Asked Questions
Who is Ally McIvor and what is her new role at Booming Games?
Ally McIvor is the newly appointed Chief of Sales at Booming Games. The senior role was created to oversee global commercial operations and lead the company’s entire sales function.
Who will Ally McIvor report to within Booming Games?
McIvor will report directly to Michael Waterfield, Chief Commercial Officer at Booming Games. Together they will coordinate the company’s commercial strategy.
What experience does McIvor bring to the Chief of Sales role?
McIvor brings more than seven years of iGaming experience with commercial and operational roles at Microgaming, Games Global and iSoftBet, including business development and client management.
How large is Booming Games’ catalogue at the time of the appointment?
At the time of the appointment, Booming Games’ portfolio comprises more than 300 proprietary slot titles.
Has McIvor begun representing Booming Games at industry events?
Yes. McIvor represented Booming Games at the SBC Summit in Lisbon in September and the company states that event presence is a key part of its strategy to accelerate deals and visibility.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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