Booming Games appoints Ally McIvor as Chief of Sales

The appointment marks the first time Booming Games has created a dedicated senior sales leadership position, as the supplier continues to expand its regulated-market footprint.

B2B slot suppliers are increasingly formalising their commercial structures as competition for operator partnerships intensifies across regulated European markets. Booming Games announced on 28 October 2026 that Ally McIvor has joined the business as Chief of Sales, a newly created role within its commercial function.

A new sales leadership structure

Booming Games has appointed Ally McIvor as Chief of Sales, creating the position for the first time in the company’s history. McIvor will lead the entire sales department, with all team members reporting directly to her, a deliberate structural move designed to give dedicated, senior focus to a function that had previously sat within a broader commercial remit.

McIvor joins with more than seven years of experience in iGaming, having held commercial, partnership and operations roles at Microgaming, Games Global and iSoftBet. The company said her background spans new business development, client relationship management and partnership building.

Reporting line and commercial strategy

McIvor will report to Michael Waterfield, who joined Booming Games as Chief Commercial Officer in September 2026. The two will work together on the supplier’s sales strategy, with a stated focus on both new operator acquisition and long-term partnership value.

The appointment follows a period of sustained C-suite investment at Booming Games. In January 2026, the company promoted Dan Paleu to Chief Operating Officer and created a new Chief of Staff role for Ramona Petrina, moves the business described at the time as supporting its expansion across regulated European markets.

McIvor made her first public appearance in the role at SBC Summit Lisbon in September 2026.

What the executives said

Ally McIvor, Chief of Sales at Booming Games, said:

‘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.’

Michael Waterfield, Chief Commercial Officer at Booming Games, said:

‘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. ‘

About Booming Games

Booming Games is a Malta-based B2B slot developer founded in 2014, supplying HTML5 content to operators across multiple regulated markets. The company holds licences from the Malta Gaming Authority and the UK Gambling Commission, with certified distribution also covering Sweden, Denmark, Romania, Greece, and Italy. Its catalogue spans more than 300 slot titles, distributed to operators directly and through aggregators.

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