QiH Group Appoints Former LiveScore Exec as CMO

QiH Group has appointed James McCarthy as Chief Marketing Officer, strengthening its senior leadership team as the affiliate business continues to scale its igaming operations. McCarthy joins from LiveScore Media, where he served as Managing Director, and brings experience from previous roles at Betfair and Betway Group.

Effective 2 June, McCarthy will lead the company’s marketing strategy from its London office, overseeing a team of 17, with planned expansion to 27 staff in the near term. His remit includes driving marketing-led revenue growth, enhancing commercial partnerships, and advancing team performance as QiH Group continues to focus on compliant affiliate models and long-term player value across regulated markets.

Speaking of the new move, McCarthy said: “It’s such a pleasure to join a company that has grown so thoroughly and organically in licensed markets. QiH Group is a big name in the iGaming affiliate space, and I look forward to managing the continued growth in diversified sectors and locations.”

Jamie Walters, CEO of QiH Group, said: “QiH has moved from strength to strength recently, growing and adapting with the iGaming markets in the UK, Europe and North America. Welcoming someone as experienced and talented as James onto our team is another strong step for us. I welcome his expertise and am delighted to see where his marketing leadership takes us.”