Entering new markets is essential for industry growth but success hangs on strategic vision and execution by the senior teams, says Wesley Yang, COO – US Markets, TaDa Gaming.

Opinion – Entering the U.S.A. will succeed only if you have access to deep local insights, create strong partnerships with leading local operators and have the ability to constantly adapt.

Doing the Homework

The global gambling market is continuing to surge with projections valuing the industry at $754.78 billion by 2029. This growth is not only driven by emerging markets but also legal liberalisation. 

We were monitoring both regulatory changes and social influences in the U.S. so that we were ready to move at the right moment with the right partners. 

Currently casino and poker is legal in Connecticut, Delaware, Michigan, New Jersey, Pennsylvania, Rhode Island and West Virginia. These states report hundreds of millions in annual revenue with double-digit year-on-year growth.

Many states are under pressure to increase tax revenue: and the success of sports betting in over 30 states has shown that there is an appetite across the U.S. for legal betting and gaming.

Add in high mobile accessibility and usage, sophisticated digital consumers and the rapid adoption of online sportsbook, and the potential for cross-selling casino gaming has never been higher. This is what gave us the confidence to go Stateside with our offering.

Partnering with Experts

Our global growth has been achieved through partnering with leading local and national operators. This approach enhances our localisation skills through deep insights into local nuance and culture and is a key part of our glocalised approach.

As our CEO emphasises: “Glocalisation isn’t just a portmanteau word—it’s a mindset. At TaDa, glocalisation enables us to build a globally integrated business that understands local voices, adapts to regional markets and thrives on cultural diversity whilst maintaining our core quality and brand ethos. It’s how we stay resilient and work proactively to be ahead of the curve.”

Through commissioned research, we reinforced our Global Core Mechanics, Localised Content strategy  and continue to seek feedback for constantly refinement for better understanding of local culture. 

Access to this local know-how drove the development of our shooting games; with Fortune Zombie designed specifically for this market. Success was swift and we are already seeing exceptional numbers for rounds played with higher deposits and repeat visits.

As of 2025, Florida has begun to legalise sports betting through the state’s Seminole Tribe’s Hard Rock sportsbook and app. There is considerable energy from major new clients like BetRivers, Caesars, DraftKings and FanDuel  who are investing heavily in casino alongside their sportsbook offerings and supporting TaDa content.

Most recently our success in online casinos has been enhanced through partnering with the EveryMatrix B2B aggregator platform, SlotMatrix. This has given players at BetMGM, a leading operator in the U.S., access to the TriLuck™ slots, extending our footprint into Michigan and Pennsylvania. 

To further support our continued North American growth, we are currently applying for an AGCO licence for Ontario.

Understanding the Data

For us, every decision we make is based on and backed up by data. We invest in research so using it effectively is critical and our localised TriLuck™ series made an impact with players through its easily recognisable Triple Pots feature. 

Data showed that U.S. players, especially those making the change over from land-based casinos to online play, lean towards medium-to-high volatility games with frequent bonus features and that the triple pots feature is so popular in the U.S. that 100% of the Top Ten games at the end of 2024 contained this mechanism.

Moreover, entertainment value was more important than win potential, so to balance reward and entertainment, the hit and bonus frequency and the betting range and number of free spins were adjusted to suit local preference.

We also re-branded the games: 3 Lucky Piggy became 3 Rich Piggy  as ‘rich’ has more positive connotations than ‘lucky’. 3 Charge Buffalo was re-set as 3 Pot Buffalo to bring the ‘3 pots’ mechanism into closer focus and highlight the key features. 3 Coin Treasures tested positively and so remained the same.

From new player sign up to increased rounds played and repeat visits, our numbers have increased and retention rates have improved by 23% compared to other titles, with an overall player base growth of 10%, based on the latest quarterly data.

Knowing your Audience

The U.S. is a mature market: players expect cinematic effects, sophisticated design with captivating visuals and a smooth user experience alongside recognisable Americana imagery. Authentic casino experiences drive engagement and this applies across genres. 

The challenges we face as content providers come in part from the fragmented legislative landscape and evolving regulations. However, America offers substantial opportunities. 

With our diverse and immersive portfolio of slots, table games and especially fish-shooting, we offer flexibility, adaptability and accessibility to our partners as we begin our successful navigation of this incredibly exciting market.

To enhance clarity for U.S. players, our fish-shooting games have been ranked in separate categories – Easy Classic; Explore Elite; and Expert Pro – to indicate the challenge levels in addition to the demos, tutorials, on screen tips and warnings. 

Added together, this improves the gameplay experience and enables players to approach each fish-shooting title with complete confidence and agency.

With the successful Fortune Zombie concept, we are launching a Zombie World with new releases Boar Rush; and Fortune Zombie 2. These games are initially for the U.S. market but we are considering  future global release.

Boar Rush is a simplified shooting game with an intuitive tap to shoot button. It introduces new players to the genre and the narrative predates Fortune Zombie to explore the origin of the Zombie virus and invasion. 

This also links to our next full Zombie Universe shooting game – Fortune Zombie 2. This will be our Experience Zone highlight game at Stand 4030, G2E, Las Vegas, so we are expecting a lot of attention!

Our rapid success in the U.S. has been based on our expert localisation driven by deep insights. Understanding local nuance is enhanced by working with leading local and national operators. 

Delivering content that resonates, engages and retains players is TaDa’s signature and we will continue to sweat our glocalisation strategy across the U.S. to constantly deliver better, safer, premium gaming experiences.

For further information, visit TaDa Gaming or email business@tadagaming.com to set a meeting at Stand 4030, G2E, Las Vegas, 7-9 October 2025.