Booming Games creates Chief of Sales role and appoints Ally McIvor
Malta-based slot supplier Booming Games has appointed Ally McIvor as Chief of Sales, a position it has never had before. She will lead the sales department and report to Chief Commercial Officer Michael Waterfield.
GamblingSource: European Gaming
Booming Games, a B2B slot developer based in Malta, announced on 28 October 2026 that Ally McIvor has joined as Chief of Sales. It is the first time the company has set up a dedicated senior sales leadership post.
McIvor will head the whole sales department, and all team members will report to her directly. According to the company, the change is intended to give the sales function dedicated senior attention, as it had previously been part of a wider commercial remit.
She brings more than seven years of iGaming experience, with commercial, partnership and operations roles at Microgaming, Games Global and iSoftBet. Booming Games said her background covers new business development, client relationship management and partnership building. She made her first public appearance in the role at SBC Summit Lisbon in September 2026.
McIvor will report to Michael Waterfield, who joined the supplier as Chief Commercial Officer in September 2026. The two will work together on sales strategy, with a stated focus on winning new operators and on the long-term value of partnerships.
The appointment follows other senior changes at the company. In January 2026, Booming Games promoted Dan Paleu to Chief Operating Officer and created a Chief of Staff role for Ramona Petrina. The company described those moves at the time as supporting its expansion across regulated European markets.
McIvor said she intends to add dedicated leadership to the team, drawing on her experience in iGaming to help the company grow by identifying opportunities that others miss. Waterfield said the addition gives Booming Games a world-class commercial leadership team built for the company's ambitions and the pace it intends to set.
Founded in 2014, Booming Games supplies HTML5 content to operators in several regulated markets. It holds licences from the Malta Gaming Authority and the UK Gambling Commission, and its certified distribution also covers Sweden, Denmark, Romania, Greece and Italy. Its catalogue includes more than 300 slot titles, offered to operators directly and through aggregators.
Based on reporting by European Gaming.