TLDR
- Booming Games has named Ally McIvor as its first Chief of Sales, a newly created senior role.
- McIvor has more than seven years of iGaming experience, including roles at Microgaming, Games Global and iSoftBet.
- She will lead the full sales department, with every team member reporting directly to her.
- McIvor reports to Chief Commercial Officer Michael Waterfield.
- The Malta-based provider has a portfolio of more than 300 slot games.
Booming Games has appointed Ally McIvor as Chief of Sales. The Malta-based iGaming provider announced the move on October 28, 2026.
The role is new to the company. It is the first time Booming Games has created a senior leadership position focused only on sales.
McIvor will oversee the company’s sales operations and support its commercial growth plans. Booming Games currently offers a portfolio of more than 300 slot games.
McIvor Brings Years of iGaming Experience
McIvor has worked in the iGaming industry for more than seven years. She previously held commercial, partnership and operational roles at Microgaming, Games Global and iSoftBet.
Her work has covered business development, customer relationship management and commercial operations. In those roles, she helped secure new partnerships and manage existing client relationships.
Booming Games said her appointment is meant to strengthen its sales approach. The company wants to combine new business development with a stronger focus on long-term partnerships.
As Chief of Sales, McIvor will lead the entire sales department. All members of the sales team will report directly to her.
McIvor said the company needs a sales strategy that matches its goals. “Booming Games is a rapidly-expanding software provider that deserves a sales strategy to match its lofty ambitions,” she said.
She added that she plans to draw on her experience to help the company grow. She said she aims to identify “the opportunities that others miss” while bringing a hands-on approach to customer relationships.
A New Structure for the Commercial Team
McIvor will report directly to Michael Waterfield, the company’s Chief Commercial Officer. The two will oversee the company’s commercial strategy together.
Their focus will include improving sales performance, finding new business opportunities and building partnerships that last. The company said the new structure gives the sales department clearer leadership.
It also allows McIvor to focus fully on the development and performance of the sales team.
Waterfield said the appointment completes the company’s commercial leadership team. “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,” he said.
He added that her experience will help the company pursue priority markets and operators. He said it will also help Booming Games make the most of every potential opportunity.
McIvor has already started representing the company at industry events. In September, she attended SBC Lisbon, where she met with customers, partners and colleagues.
Booming Games said the appointment, announced this week, is part of its effort to align its sales team with its wider commercial goals. The company is placing more weight on dedicated leadership, operator relationships and new business development.
