Booming Games appoints Michael Waterfield as new Chief Commercial Officer
Michael Waterfield takes over as Chief Commercial Officer of Booming Games after leading the growth strategy at White Hat Studios and NetEnt, with the challenge of driving the company’s global regulatory expansion.
Key Takeaways
- Booming Games has brought in Michael Waterfield as Chief Commercial Officer to lead its international growth.
- Waterfield comes from White Hat Studios after serving as SVP of Commercial and Corporate Strategy.
- The company aims to expand into all major regulated markets in the next two years.
- The new CCO will prioritize pricing discipline and deal structuring to accelerate commercial conversion.
Booming Games announced the appointment of Michael Waterfield as its new Chief Commercial Officer (CCO). Waterfield, known for his work in business development roles in the gaming industry, will be responsible for leading Booming Games' commercial area, including account management, sales, market strategy, and commercial performance. His addition coincides with the company's plans to seek regulation in major global markets over the next two years.
Michael Waterfield's career in the gaming sector
Waterfield joins Booming Games after nearly five years at White Hat Studios, where he rose from Commercial Vice President to Senior Vice President of Commercial and Corporate Strategy. During his time there, he played a significant role in White Hat's commercial expansion, particularly in North America, addressing the context prior to the company’s acquisition by the Merkur Group. Before White Hat Studios, Waterfield was Head of Commercial Strategy at NetEnt and Commercial Manager in the casino vertical at GVC (now Entain). He began his career at Talarius, managing business finance, business intelligence, and holding roles as interim financial controller.
Growth and regulation plans at Booming Games
Booming Games revealed that Waterfield's arrival reinforces its commitment to consolidating its position in regulated markets. The goal is clear: target the acquisition of licenses and comply with regulations "in all major global markets in the next two years." The company highlights the importance of strengthening commercial discipline, working on the business generation pipeline and solid strategies to convert deals at the pace demanded by its international roadmap.
Commercial strategies and initial priorities of the new CCO
In Waterfield's own words:
“Booming Games is a company that has had a significant impact in the global gaming sector over the last few years, so I am pleased to join and support the next stage of its growth. My focus will be to build the commercial strategy on factors such as data and margin discipline, grounded in collaboration. Therefore, my initial priorities include working closely with the Product and Business Intelligence teams to further strengthen our discipline in pricing, promotions, and the structure of deals, ensuring that the commercial pipeline converts at the speed that our roadmap deserves. I look forward to getting started.” — Michael Waterfield
From Booming Games' perspective, Ramona Petrina, Chief of Staff, emphasized the selection process for this position:
“We took the time we deemed necessary for this appointment, and in Michael, we found the perfect fit for our business. His track record is unparalleled; he has exercised commercial leadership on both sides of the industry, at scale, having worked in both numbers and large deals.” — Ramona Petrina
Implications for the commercial structure and sector
Waterfield will lead a key area at Booming Games, involving comprehensive management of commercial performance, focusing on pricing discipline, promotion, and deal conversion. His previous experience, combining business intelligence, finance, and commercialization, represents added value in facing regulatory and international expansion challenges.
This appointment reinforces Booming Games' commitment to becoming a relevant player in a sector that demands adaptability and rigor in regulated markets. Operators and suppliers attentive to leadership changes will find this move a signal of internal consolidation and the pursuit of sustained growth.
Booming Games facing the dynamics of the global iGaming market
The iGaming sector continues to show a dynamism marked by consolidation and internationalization. Booming Games' focus on regulation and commercial discipline reflects global competition and the importance of executing a comprehensive strategy. The arrival of Waterfield, with dual experience in commercial leadership and financial structures, showcases the trend toward data-driven management to enhance value in deals and adapt to emerging regulatory frameworks.
The coming months will be important to observe the implementation of strategies announced by the new CCO and the progress of Booming Games in its goal of global regulation. To follow the latest news on strategic company movements and sector regulations, check out our b2b and regulation sections.
Frequently Asked Questions
What prior experience does Michael Waterfield bring to Booming Games?
Michael Waterfield has experience at White Hat Studios, where he drove commercial expansion, and has held senior positions at NetEnt and GVC, as well as financial roles at Talarius.
What is Booming Games' regulatory growth plan?
Booming Games plans to obtain licenses and comply with regulations in all major global markets in the next two years, as stated by the company during the appointment announcement.
What commercial areas will Michael Waterfield lead in his new role?
Waterfield will oversee account management, sales, market strategy, and commercial performance, while closely working with the Product and Business Intelligence teams.
Why has Booming Games chosen Michael Waterfield as Chief Commercial Officer?
The company considered Waterfield as the perfect fit due to his commercial leadership background, experience on both sides of the industry, and management of significant deals and financial performance.
Tags
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.
More from Gonzalo Marín
