‘The UK is a strategic priority for us and not just a geographic destination,’ says Andy Huang, CEO, TaDa Gaming.

As the No. 1 provider for high impact fish-shooting games which are part of its 200+ portfolio of slots, table, crash and bingo titles, TaDa’s push into regulated global markets has seen it quickly make a name for itself as a challenger brand. The UK is its latest market entry where TaDa’s CEO believes talk of ‘saturation’ is premature. He shares how the ambitious content provider intends to bring something new to UK operators and players.

The Importance of Being Regulated

Since launching TaDa, we have worked to build trust in our brand as a global content provider for visible fairness, safety and transparency in business. 

To date, we have secured MGA; Hellenic Gaming Authority; Ontario AGCO; Romanian ONJN; and Swedish Spelinspektionen approvals alongside certification for multiple markets including Portugal and Brazil.

Each successful licence application further raises our credibility with operators, aggregators and players, so we were delighted to be awarded the prestigious UKGC licence in May 2025.

Its rigorous and demanding requirements confirmed our status as a future ready business that prioritises good governance. Entering the established UK market is a milestone, opening up distribution channels and giving us a benchmark for global growth. 

The increased regulatory control, including player financial risk checks, minimum and maximum stake limits for slots and advertising restrictions means tier one operators in particular have invested in compliance; so engaging with regulated suppliers is essential. Our wide experience in regulatory compliance makes us a valuable partner.

How TaDa is approaching the UK

Our growth strategy is always to work with leading local operators and affiliates. Their know-how and feedback aligned with our licenced and certified content impacts our localisation skills for guaranteed engagement.

We are confident that our glocalisation strategy – global core mechanics, local content – as applied to our unique titles will pay dividends for our customers: and our diverse portfolio will provide a significant level of differentiation in a crowded but not yet saturated market.

Our recent distribution agreement with Light & Wonder Inc. has significantly extended our brand reach. Partnering with leading UK-facing operators including Midnite; Mr Vegas; ProgressPlay; SkillOnNet; and VideoSlots has introduced our portfolio to a novelty hungry player base whilst maximising our brand exposure for fish-shooting games.

Within the UK market, more operators are potentially chasing the same player demographic, so differentiation is critical. TaDa’s position as the No.1 provider for fish-shooting releases is already creating an impact.

Creating differentiation with fish-shooting 

UK players show an increasing appetite for novelty in casino games, for an uplift in skill and challenge based play and a desire for competitive socialising.

Games that offer challenges, skill-influenced play and multiplayer capability not only attract a younger demographic to the industry but positively impact operator competition for the same audiences through creating visible differentiation. 

TaDa fish-shooting games combine multiplayer options, novel, interactive gameplay and recognisable mechanics, such as one shot=one bet, just like a spin on slots. Add in their wow factor cinematic design and it’s easy to understand their appeal.

Our research confirms that many new to iGaming players are those making the crossover from video/consoles. They gravitate to fish-shooting through recognition of the gameplay concept. Existing iGaming customers are drawn to fish-shooting for novelty combined with a recognisable betting structure and so access these new games in addition to playing traditional slots, meaning there is no spend migration.

As optimised, mobile first, casino games, fish-shooting offers easy accessibility within rigorous parameters for responsible gaming. Players have agency over single or multiplayer functionality and which features and challenges to access through the initial room/hall decision making.

In addition, we have ensured the choice for volatility and betting range already aligns with UKGC requirements and the inclusion of tutorials and demo mode enables players to make informed decisions.

We are confident that our fish-shooting games, beginning with the expertly localised Dinosaur Tycoon II,  as our initial UK launch, will be a success as we continue to build further awareness of TaDa as a trusted content provider and fish-shooting as a genre.

Why the UK market matters to TaDa

The stringent regulations for safe and responsible play, data protection and clear communication of odds, bonuses and promotions has had a positive impact on player numbers. In 2023, according to a Betting and Gaming Council report, almost 14 million adults were playing in a typical month, a figure which has now risen to 22 million in 2025.

Furthermore, as a well-regulated and high value market, recent data  from the Gambling Commission  show that the UK online market is experiencing growth in terms of player activity as gross gambling yield (GGY) from October to December 2024 was up 21% year-on-year to £1.54 billion.

Collaborating with major UK-licenced operators and aggregators is enabling faster market penetration, while working with platform partners that already have strong UK distribution has enabled quicker onboarding and exposure for our brand.

Successfully launching TaDa’s content into this established but still growing iGaming market has also reinforced global tier one operator trust in us, positively impacted our brand recognition and enhanced our future ambitions.

From higher standards across all KPIs to improved localisation and innovation in design, our portfolio and customer services will remain on a continuous upwards trajectory across the UK, fulfilling our ambition to be a leading actor in regulated markets.

The UK iGaming market may appear crowded, but we see it as an exciting and evolving environment offering an unmissable challenge for us to deliver differentiation with our new way to play and win.