Booming Games names Ally McIvor as first Chief of Sales to drive global growth

Booming Games has appointed Ally McIvor as its first Chief of Sales, the Malta-based supplier confirmed on 28 October 2026. The newly created senior leadership role will oversee the company's global sales operations and place all sales staff under a single commercial head as Booming scales a portfolio of more than 300 proprietary slot games.

Role and remit

McIvor joins Booming Games with more than seven years of iGaming experience and will lead the company's entire sales department, with all sales team members reporting directly to her. The position is the first time Booming Games has installed dedicated senior leadership specifically for its sales function. Her responsibilities include new business development, long-term client partnerships and driving sales performance across Booming's target markets.

Background and hires

Her résumé includes commercial, partnership and operational roles at Microgaming, Games Global and iSoftBet. The company framed the hire as part of a commercial restructuring that gives the sales organisation clearer hierarchical guidance and a single point of accountability for market penetration and client management.

Reporting line and commercial strategy

McIvor will report directly to Michael Waterfield, Chief Commercial Officer at Booming Games. Waterfield and McIvor will work together to execute the supplier's overarching commercial strategy, with an emphasis on identifying emerging business opportunities and forging strategic partnerships that deliver long-term value.

“Booming Games is a rapidly-expanding software provider that deserves a sales strategy to match its lofty ambitions. In my role as Chief of Sales, I intend to add dedicated leadership to the team by drawing on everything I’ve learned from my 7+ years in iGaming, helping us grow by identifying the opportunities that others miss while providing the kind of hands-on customer instinct you can only get from doing the work yourself.” — Ally McIvor

“With Ally joining as Chief of Sales, we now have a world class commercial leadership team in place that’s built for the ambitions we hold at Booming Games and the pace we intend to set. I’m genuinely excited to be working with her moving forward and have no doubt the experience she’ll add will sharpen how we pursue priority markets and operators and allow us to maximise every potential opportunity.” — Michael Waterfield

Industry engagement

McIvor has already begun representing Booming Games at industry events, attending the SBC Summit in Lisbon in September to connect with operators, partners and industry colleagues. The company positions the hire alongside its ongoing operational expansion and growing game catalogue as the justification for a dedicated sales chief.

Commercial implications

The structural change centralises sales leadership and is intended to allow McIvor to concentrate exclusively on departmental performance and market penetration. Booming Games describes the appointment as a move to sharpen how it pursues priority markets and operators while maximising every potential commercial opportunity.