Interview with Ray Lee and TaDa Gaming: Innovation Driving Growth
In just a few short years, TaDa has gone from a new entrant to a significant player in the global iGaming industry. As the No. 1 provider for multiplayer fish-shooting games, trademarked slots, crash, Bingo and Plinko, TaDa has swiftly scaled operations through multiple licences across regulated markets, international platform and aggregator integrations, a range of award-winning gamification tools and four new releases a month.
Known for its high energy appearances at international trade shows where delegates get the chance to shoot and blast their way through the latest fish-shooting releases, TaDa has certainly impressed players, operators and even a few journalists.
We caught up with Ray Lee, Director of Business Development, TaDa Gaming, to find out more.
What inspired the decision to expand globally, and what markets are currently your main focus for growth?
TaDa was initially founded to deliver unique gaming content to Latin America and European jurisdictions. We quickly saw that each regulated and regulating market had highly specific criteria and cultural mores so localisation was a key driver of growth.
Our team’s experience across multiple different markets makes our appreciation and delivery of expert localisation, which is crucial for successful global growth, a core competency.
From both scalability and revenue generation perspectives, global expansion made sense. It provides better ROI while simultaneously giving us access to deep data mining opportunities to refine our constantly growing 200+ portfolio. This ensures better resonance and engagement with every release.
The industry as a whole is regulating online gaming. Multi-licenced companies like us - we hold UKGC; MGA; the Romanian and Hellenic Gaming Authorities; Sweden’s Spelinspektionen; and Ontario’s AGCO licences as well as certification for Brazil, Italy, Portugal and Spain - find new partnerships are more easily agreed in both established and emerging markets when you bring this experience and expertise to the table.
In addition to these countries, we are also opening new opportunities and reinforcing our presence across a number of African countries, the United States, Argentina, Chile, Mexico and Peru.
How does TaDa Gaming adapt its game design, themes or mechanics to suit the cultural preferences and regulations of different markets?
Our gloacalisation strategy – global core mechanics, localised content – also ensures that we understand and conform to licence regulations as well as adapting visuals, themes and features so they resonate with players to deliver safe, immersive entertainment.
We actively seek out feedback and apply it to our releases so that we are in a continuous learning environment across all markets.
In Brazil, where all TaDa games are certified in line with the 1 January 2025 requirements, Lucky Jaguar saw retention increased by 50%+; session length by nearly 30% and increased rounds played up 20% within the first month and new player sign up at nearly 80% within four months.
Following up with Lucky Jaguar 2, player response was again exceptional. 1,600% uplift in bets wagered; 1,400% uplift in DAUs; and 4,000% uplift in new player sign up between May and October 2025 clearly showed that TaDa had correctly understood the feedback and looped it back into the new release’s mechanics and gameplay.
We recently entered the UK market and releases such as 10 Sparkling Crown and Fortune Coins or our shooting game Dinosaur Tycoon II have been adjusted for typical time-on-device and session length with localised bonus rounds; to better match typical UK session patterns and regulatory expectations plus we ensure slot UI flows such as left-to-right navigation and spin tempo, so we are already seeing impressive engagement and retention numbers.
Many global markets are saturated with major providers. What makes TaDa Gaming stand out in terms of innovation, branding, or player engagement?
We believe there is always room for innovation and challenges to the status quo if you are bringing a quality offering to market.
Currently, we offer 200+ titles across genres and we add four new titles monthly all with theme, mechanic and feature expertly localised: so we’re already known in Latin America, Europe and Africa for our trademarked slots series, innovative takes on local games like Jogo de Bicho, Keno and Plinko, casino games like Roulette and Baccarat and our unique fish-shooting titles.
What makes TaDa games stand out is our signature for features triggering features, so that our games deliver layered experiences. Whether our ‘3 pots’ TriLuck™ games which give the potential for the three main features to trigger simultaneously, the Hit the Cash™ series which combines jackpots, multipliers and lock & respin, or our bonus reel with unique ways to win such as in Fortune Gems 500, players have responded very positively across all markets to this new approach to strategic gameplay.
Alongside our regulated approach, this makes us very attractive to operators wanting fresh, expertly localised content, plus the niche verticals like fish-shooting and crash games that drive engagement and retention. These innovations alongside our challenger brand perception make us stand out in comparison to the current market leaders.
What challenges has TaDa faced in entering new markets — whether in licencing, partnerships or player acquisition — and how have these shaped your expansion strategy?
Overall, we have probably faced the same challenges that every ambitious content provider encounters in terms of legal, technical and operational hurdles. However, we are a very experienced team and we are quick learners!
Minimising these issues is always a priority, so we have focused on jurisdictions where there is a clear regulatory environment; on strategic partnership opportunities and growth markets where there is demand — for example major European markets through both global and national platforms and aggregators like Alea, BetConstruct, Light & Wonder Inc. and SoftSwiss to enhance our know-how and localisation and Latin America via national brands like Betconnections, Brazzino 777 and Cactus Gaming to create brand trust and integrity.
Not only does this give us the right platform and brand exposure, but these types of proactive partners provide invaluable data, real time updates and feedback so we can push ourselves for continuous improvement and give players the experiences they want.
As our focus is on regulated markets, our licence applications have made us really tighten up our business plans and strategic development proposals. We also work with industry leaders BMM, GA and GLi to confirm our RNG integrity and we enable players to verify the server seed in their gaming histories, building solid trust in our releases and our brand which is the best foundation for expansion.
Looking ahead, how does TaDa Gaming envision its role in the international iGaming ecosystem over the next 3–5 years?
Our aim is to be a tier one provider - and we are very close to this already - and the first choice brand for innovative content. However, we also want to contribute to the industry as a valid and reputable environment with long-term employment potential.
We invest in our people to help them become business leaders and our efforts have already been recognised with industry awards for key individuals, including in the 30 under 30 and 40 under 40 categories. We intend to push this further with apprenticeships and internships to ensure we attract the brightest people to iGaming.
It’s more than just selling games for us. Like other tech or manufacturing companies, we want to showcase how our product innovation and differentiation is driven by understanding market needs, demographic changes and the way the industry is developing so we can contribute to building and shaping it.
iGaming worldwide will become more regulated and continue to put player safety first. We want to ensure that the industry still enables true entertainment to be delivered. If we ensure emerging markets benefit from all of our experience and enjoy safe gaming and sustainable growth, all stakeholders will benefit in the long-term.