Earlier this month iGB hosted its first London based show at ExCeL. With registrations up 100% on 2024, expectations were sky high as over 15,000 delegates came together to showcase new concepts and innovations whilst enjoying superb networking opportunities.

Among the exhibitors was award-winning TaDa Gaming. Hosting its Experience Zone to promote its unique fish-shooting titles, the innovative content provider was an audible and visible magnet for operators looking for the next thing in iGaming. 5Star sat down with Ray Lee, Director of Business Development to discuss how successful the show was for TaDa and what’s coming next.

What were your main takeaways from the show? 

Conversational touchpoints were regulation; better systems for generating and analysing quality data for decision making; and our use of AI – from character design to feature testing, especially within our fish-shooting games.

In addition to our fish-shooting Experience Zone – which is always a draw – localisation was probably the main subject. 

For us, it is not a buzzword but a critical business strategy based on our deeply researched, strategically driven and expertly delivered content which delivers strong results for engagement and retention figures across all KPIs.

Can you share any highlights from the fish-shooting Experience Zone?

The original concept for the Zone was a learning/fun way to introduce fish-shooting games to new audiences globally. At each event, we showcase an original arcade machine and demonstrate how to play the online versions – for real prizes of course. 

Since launching this Zone at ICE in January, the queues to play have got longer as more people discover our games. We even get told that we are a ‘destination’ and delegates will detour to come and visit us repeatedly! 

100% of delegates who played the shooting games were intrigued from the first shot. The mix of simple rules, dynamic action, multiplayer capability and superb animations is a big draw for all and any players and we were queued out with people waiting to shoot and win.

We also go great feedback on the fish-shooting concept specifically for UK players. Overall they are seen as a refreshing new way to play as well as sticky games that will definitely create high engagement levels. 

Fortune Zombie was singled out for its entertainment value, quality animations and spectacular Boss design, particularly Merchzomb’s energy charged attacks. As the mix of weapons, power ups and win potential is localised to suit the target audience, it’s a great introduction to the scalability of fish-shooting as well as our glocalisation skills and this was clearly well received at iGB L!VE judging by the reactions and feedback.

Can you give us any updates on market expansion progress? What is the core growth strategy this year?

We successfully secured our UKGC licence last month in time for iGB L!VE; so the UK is now an open market for us, allowing us to approach tier one casino operators and aggregators who require this rigorous validation of our business model and content standards.

2025 to date has been a mix of about reinforcement of our growth and entering new markets. Our core strategy is driven by our ‘glocalised’ approach to business development. This sees us prioritise a global core with expertly localised features and themes for products which are delivered with high impact messaging on the audience/market appropriate channels to connect with the target audience.

Using this strategy, we successfully launched our fish-shooting portfolio in North America earlier this year, seeing unprecedented levels of rounds played and extended session length with Fortune Zombie. 

Our brand recognition has been further enhanced with our latest U.S. partnership. This gives players in Michigan and Pennsylvania access to the TriLuck™ series of slots through the BetMGM platform, the leading iGaming operator there. Based on this positive reception, we are currently applying for our Ontario licence, ready for the next opportunities.

Africa is another important growth destination for us and we are making inroads into multiple countries there; again through strategic partnerships with key national and transnational operators to build brand recognition and to hone our localisation skills in a very disparate environment. So, very exciting times ahead for us.

How important are trade shows and conferences for your business growth? Where are you next exhibiting?

As B2B environments where people are looking to buy and sell, the global trade shows are efficient and effective sources of networking and meeting key decision makers. 

We set a number of pre-arranged meetings with potential partners as well as fielding a full team to look after walk-up visitors to the stand as we always get a lot of interest once the fish-shooting videos start playing.

Being visible at these shows is also positive brand building for us as a newer company, as well as a great opportunity to gather insights, information and to meet with colleagues. Building trust is what it’s about: our partners’ success is our success so the trade shows are a good opportunity for strengthening existing relationships and creating new ones.

With the financial and physical cost of the shows, we know that the people there are serious about business; so we make sure we are business ready. We also find the face to face meetings usually bring instant feedback, shorter negotiations and swifter conclusions as there is a personal touch that you can’t recreate with online meetings. 

Our next opportunities to meet potential clients and build valuable connections will be at Stand B610, SBC, Lisbon 16-18 September; followed by Stand 5430, G2E, 7-9 October; and then SiGMA Europe, 4-6 November. 

We have exciting new content including a new series; and unique additions to the Fortune Zombie concept. Plus, with the opportunity to play our fantastic shooting games at the Experience Zone, it’s definitely worth meeting up with us.

For further information, visit TaDa Gaming or email business@tadagaming.com to set a meeting date.