Making a Splash: How Fish-Shooting is Driving TaDa’s Expo Strategy

TaDa Gaming is an established presence at the global trade shows that deliver opportunities to enhance iGaming’s growth and development. Across 2025, TaDa has incorporated an on-stand ‘Experience Zone’ to promote its groundbreaking fish-shooting games and enable visitors to enjoy understanding this new way of playing to win.

We caught up with Charcy Liu, Director of Marketing, TaDa Gaming, whose team is responsible for delivering the planning, design and execution of these stands worldwide to find out the impact of the Experience Zone and what’s still to come.

TaDa is becoming increasingly well known for its presence at global trade shows. What’s the strategy that drives this?

Exhibitions are an efficient and professional way to connect with potential partners and brands around the world. For TaDa, maintaining brand exposure is important and our presence at multiple events helps to reinforce recognition and to position us as a key partner in the industry.

However, just as importantly, face-to-face encounters provide better connections and shared insights, helping with B2B relationship building for more effective partnerships. These insights also give us deeper understanding of market needs and the way the industry is developing so we can contribute to shaping it.

Strategically, our core principles for participating in exhibitions are "Glocalisation, Product Innovation and Partner First". These guide the direction of every exhibition we attend and enable us to focus on market culture, showcase differentiated products and convey the benefits of building long-term partnerships with operators. 

It’s more than just selling games for us. We are a global business in an industry that’s all about entertainment. We want to showcase our product innovation and differentiation, so exhibition stands are a great medium for this, especially for our very interactive and dynamic fish-shooting games.

How does booth design impact your brand and product showcase for fish-shooting?

The initial booth design always focuses on influencing and delivering product experience and brand recall. From experience, we know that open circulation improves the overall visitor experience for accessibility; large screen displays draw in visitors, especially with our full screen cinematic fish-shooting releases; and we always maximise the strong visual impact of our unique orange and white branding.

TaDa stands are designed to be more than meeting spaces. We wanted them to be experiential so we decided to incorporate the original fish-shooting machines, beginning at ICE Barcelona 2025, as part of our Experience Zone concept.

Showcasing highly visual and dynamic online shooting games like Fortune Zombie and Ocean King Jackpot at the Experience Zone provides an interactive experience which appeals to all our visitors. 

Enabling operators and delegates to actually play them is the most effective way to demonstrate what they bring to the player experience and consequently the operator offering.

You mentioned adding physical machines in 2025. What were the strategic considerations behind this design?

The reason to incorporate the original machines was to create an on-stand feature and to show how we developed the gaming journey from the casino/arcade experience to online, reinforcing that TaDa is always the home of next-generation iGaming content.

However, many players, and even some operators, are not familiar with the actual casino machines. Placing them on our stand provided an easy, accessible and fun option for learning. 

It also strengthened our brand positioning, highlighting our differentiation and ensuring that we are a hot destination at the exhibition. We know it is a successful strategy from the queues we have on the stand each show.

We always want to provide a complete product experience, both visually and operationally. This way we can showcase how TaDa games create emotional connections with players for long-term engagement and emphasise our future-proof approach for all operators across multiple markets.

Is there any difference in reaction to your offering depending on market location? If so, what insights can you deduce from this?

Definitely! Latin America overall leans towards games with real-time interaction, strong social elements, and simple, intuitive gameplay. Europeans prioritise game balance, fair mechanics and long-term strategy; whilst the U.S.A. responds to high-quality visuals and an immersive experience such as our fish-shooting title Fortune Zombie.

While there are always some crossovers, the main takeaway from these different reactions is the necessity for a structured glocalisation strategy. 

When you build your offering on a “global core mechanics, localised content” basis, you ensure that your products offer market leading quality with resonant themes, features and experiences that speak directly to players.

Localisation drives adoption because we know that one size does not fit all. Customising features, UI and messaging to suit local tastes and regulatory norms is critical for our success.

Post exhibition, how does TaDa continue to expand its marketing reach? What are the follow-up plans?

We get a lot of feedback at our stands about our fish-shooting games specifically and our portfolio and approach generally. We review this information post exhibition and use it to optimise both our existing and future products and our promo campaigns. 

This is usually followed by a sales outreach for qualified leads and social media amplification for each event, plus we review where our spend has had the most effect. 

We also view exhibitions as learning environments where we can see and assess how our peers and competition are presenting their offerings and moving the industry forward. This allows us to compare, test and refine our approach for the next event.

TaDa still has two major exhibitions to attend for the rest of 2025: Stand 4030, G2E, Las Vegas, 7-9 October where our highlight game at the Experience Zone will be new release Fortune Zombie 2; and SiGMA Europe, Rome, 4-6 November. 

Our focus is on strengthening our global presence for our fish-shooting titles and retaining our position as the No.1 provider. Our partners and potential partners are always very welcome on our stands to experience and learn more about what we offer. 

Improving the queuing experience to play our games through gamification has been a priority; so we are developing further on-stand entertainment, dynamic competitions and great prizes to recreate authentic casino experiences. It’s really worth queuing for!

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