5 Star feature with Ray Lee, Director of Business Development, TaDa Gaming.

iGaming is one of the most exciting global industries. Constant delivery of creative, tech driven, innovative entertainment for a growing and demanding audience is its lifeblood. Valued at approximately €64.5 billion in 2022, iGaming is projected to reach €115.billion by 2027.

With Brazil leading the way in Latin America, Africa opening up and the USA predicted shortly to surpass the UK market, rising star TaDa Gaming has positioned itself to be in the vanguard of delivering the experiences that keep players engaged for the long-term.

Ray Lee, Director of Business Development, TaDa Gaming, shares his insights on what is driving the provider’s outstanding success.

Understanding the Player Experience 

For success in any vertical, whether slots, fishing-shooting or crash games, the challenge lies in correctly predicting player behaviour patterns and what will drive sustained engagement. Evaluating the three key aspects of data analysis, player feedback, and market testing gives solid guidelines for new direction. 

From the psychology behind delivering challenges and rewards through gamification, to skill-influenced new concepts and options to personalise the playing experience, giving players experiential gaming that speaks their language and resonates with them is critical for attraction and long-term engagement. The key drivers for our portfolio success across demographics, international markets and with operators and players alike is through our understanding and over delivery of the following:

Skill-Influenced Play 

Players seek skill-influenced gameplay because it adds layers of engagement and control. As the No. 1 provider for fishing-shooting games, our mechanics are not just ‘stand out’ but industry leading. They are designed to engage players looking for challenges and skilling up gameplay through interactive and dynamic experiences with multiplayer options.

TaDa’s unique features such as Power Ups, special weapons, Auto Shoot and AIM functions add to the thrill of strategic decision making, enabling players to improve their skills and creating game replay-ability. We offer in-game demos and tutorials to easily enable successful play. Latest release, Fortune Zombie even combines the demo and tutorial for maximising gameplay through a new ‘choose your avatar’ option, making even the free to play learning curve immersive.

Player feedback highlighted that flexibility within our games is a big draw: our fishing-shooting games have three separate ‘Rooms’ that offer different betting ranges, volatility levels and player difficulty, so the same game can be played over but with a different exposure and win potential, as well as more complex features or bonuses each time.

Operators who integrate our fishing-shooting releases see immediate 10%+ uplifts in new player sign up, particularly from younger demographics; increased retention; and 10%+ uplift in DAUs without adverse demand substitution on slots or other RNG games. 

Gamification and Personalisation

We make sure all our products are responsive both to player needs and to future player expectations, further driving new business through gamification and personalisation.

Enhancing any game by challenging and rewarding players with personalised experiences is a win/win. Our gamification tools are specifically designed to offer different experiences across all our products. GiftCode, a one click, single use reward sees 100% take up on every drop, with retention around 90/95%. This is due to its ease of use and immediate impact for players, plus minimal integration requirements and straightforward measurability for streamers and operators. 

WIN CARD creates significant personalisation, engagement and retention through delivering time sensitive rewards for reaching certain levels and achieving daily missions. Offering customer-centricity, the mission system inherent in WIN CARD automatically adjusts in reaction to player’s gameplay history and level and gives different options to fit with player progress. Plus, TaDa’s recommendation system uses big data to understand what each player likes and suggest other games they might enjoy, further personalising the experience.

Localisation

However, all creative efforts, innovations and technical know-how stand or fall by localisation standards. Trust is critical for success in any business. An idiomatic and culturally appropriate approach is the first step. We meticulously research every detail, including cultural references and colour selection. We prioritise the features and mechanics that will drive gameplay for each region or market to ensure players never feel that we take a ‘one size fits all’ approach.

From theme, design, language, mechanics, bonuses and payments, each game is fully considered to ensure maximum success. Recent release Lucky Jaguar is a prime example.

Launched in Brazil, where previous slot release Fortune Gems held a record breaking top spot, Lucky Jaguar hit 33%+ of Fortune Gems’ DAU figures within one month. Retention increased by 50%+; session length extended by nearly 30%; and increased rounds played up 20%, with figures still rising.

Testing on TaDa’s free-to-play tournament site, freeslotmatch.com, analysed Brazilian player behaviour leading to our bespoke Lock & Respin mechanic being integrated alongside optimised hit frequency and enhanced, interactive bonuses to elevate player engagement. The inclusion of gamification tool GiftCode to give free extra spins to lucky players also saw 100% take up.

The driver behind this instant success was accurate yet inspired localisation for a balanced, engaging and thematically immersive slot.

Success Breeds Success

Companies who deliver successful ROI for operators are always in demand. Strategic partnerships with key local platforms enhance localisation skills and give insights into success defining metrics including regulatory, compliance and financial. This B2B feedback has been a significant contribution to TaDa’s rapid and sustained growth since entering Europe, Latin America and Africa. 

Doubling down on this approach has seen high profile new partnerships including TaDa’s first major signing in the USA with Dara Casino, a leading sweepstakes brand, marking another milestone in our global expansion strategy.

As Dara Casino fully adheres to all sweepstakes’ laws enabling it to operate in 44 US states, we are confident that many players in these areas will soon be accessing TaDa’s unique content, including mobile RNG fishing-shooting games, a new concept for many players in North America.

The US market is hugely attractive. According to the American Gaming Association, January 2025 saw combined revenue from the six operational iGaming markets reached $827.2 million, marking a 34.7% increase compared to January 2024. We are delighted to be part of this impressive growth trajectory and anticipate an exciting new journey developing our presence and reinforcing our name as ‘the one to watch’ in the USA.