TaDa - A Challenger Brand for the Regulated UK Market

Part of IGS Co., Taiwan’s leading games developer, TaDa has always been a challenger brand, delivering unique RNG content for the iGaming industry. From a successful start in Latin America, TaDa has honed its know-how and localisation skills through focusing on multiple regulated markets in North America and Europe over the last few years.

Following TaDa’s success in obtaining the prestigious UKGC licence earlier this year, the company began building its B2B structures and partnerships in readiness for a high impact launch. We sat down with Ray Lee, Director of Business Development, TaDa Gaming to discuss what iGaming players and operators can expect from the ambitious content provider.

Over the last two years TaDa has launched in multiple regulated markets, built brand awareness and received industry awards for both product and people. What do you have in store for the UK?

A new way to play and win! TaDa is about immersive entertainment delivered responsibly for maximum player satisfaction and enjoyment. The diversity of our portfolio has proved highly engaging to players globally as new markets and demographics are opening up to iGaming and existing markets are looking for a new direction.

We build in compliance by design for innovative, mobile first content. Regulatory clarity underpins sustainable growth, however flexibility and the ability to pivot is key. This agility is the driver behind our ‘challenger’ status, while our unique fish-shooting games differentiate us from legacy providers.

As possession of the UKGC licence is an industry benchmark, our credibility with operators, aggregators and players has been boosted significantly, showcasing TaDa as a future-ready business which prioritises good governance for long-term, sustainable growth.

The regulated UK market is a strategic destination and challenge for us as it’s generally perceived as saturated. However, we are confident that our glocalisation strategy for global core mechanics/local content has been integrated effectively across our slots, table games, crash, bingo and unique fish-shooting titles to deliver differentiation, engagement and impact.

TaDa is the No. 1 provider for fish-shooting: can you give us a quick explanation for anyone not aware of these games?

More like video games than slots in appearance, fish-shooting games have no reels or paylines, so the whole screen is the game. Wins are achieved by successfully shooting a character from a range of weapons and ammo. Each shot fired places the wager which players set before the game starts.

Offering more challenging and skill-influenced play, these multiplayer games of up to four players in one game at any time, but with wins distributed individually, are often set in an underwater themed world with polished visuals and cinematic animations. 

While fish-shooting games are readily recognised across Asia, they were - and still are - a newer concept for Europe and Latin America, so we have adjusted elements of the games for these new markets and even designed the bespoke Fortune Zombie series for the U.S. market.

How have you adapted your portfolio to meet specific requirements of the highly regulated UK?

Naturally, our games adhere to all UK regulations while offering features tailored to support player engagement and retention by delivering superb gaming experiences.

From gameplay speed, on-screen information and tips, to win details, character design and Room choice for volatility and bet exposure, many factors have been adapted for compliance and easier player understanding, beginning with our shooting game launch release in the UK, Dinosaur Tycoon II.

In addition to global core mechanics, local content, for us glocalisation also includes themes, visuals, features and the use of idiomatic language to guarantee resonance with the target audience.

We also reviewed spin speed and session design so that slots such as 10 Sparkling Crown and Fortune Coins are adjusted for typical time-on-device and session length as well as for slot UI flows such as left-to-right navigation and spin tempo.

Alongside our multiple gaming licences, we also promote visibly fair play through working with industry leaders BMM, GA and GLi to confirm our RNG integrity. Furthermore, we enable players to verify the server seed in their gaming histories, building solid trust in our releases and our brand.

How would you explain your regulated market entry strategy and how successful has it been to date?

Entering multiple different markets requires risk based modelling with an emphasis on responsible play. Our wide range of licence applications has also made us more focused on business plans and strategic development proposals which have improved our day to day business operations.

Successful launches have come through connecting the right content with the right partners. Across Latin America, North America and Europe, our strategy to work with global brands such as Alea; BetConstruct; BetMGM; Digitain; and SoftSwiss, alongside more ‘challenger’ national brands has created the perfect environment to build knowledge of TaDa and our games.

Our clients’ know-how positively impacts our localisation skills and regulatory compliance standards, while our breadth of regulatory licences, proactive marketing, technical prowess and single API make working with us an efficient and profitable process.

In addition to the UKGC licence, our most recent success was with the AGCO licence for Ontario. We will continue to apply for regulated – and regulating – market certification to ensure our growing portfolio is always ready to launch. 

Which operators are your key partners for the UK launch?

A recent distribution agreement with Light & Wonder Inc., a leading cross-platform global games company, has given us access to 38 regulated jurisdictions, significantly impacting our brand reach. 

Players across all jurisdictions are asking for more challenging, immersive and interactive gaming experiences and our games are built to respond to this demand. 

From our trademarked slots such as the TriLuck™ ‘triple pots’ series, where the three features can trigger simultaneously, to our ground breaking fish-shooting titles, our content works across demographics and appeals to younger players, especially those transitioning from video games to iGaming.

So, partnering with leading UK-facing operators including Midnite, Mr Vegas, ProgressPlay, SkillOnNet and VideoSlots, whose players fit this demographic, opens our portfolio to a diverse player base, maximises our brand exposure and introduces our fish-shooting games to the target market.

We’re confident that our combination of globally recognised certification for our immersive and engaging content will provide a significant point of difference for us, allowing us to raise awareness of TaDa and successfully change the perception that there is minimal bandwidth for new brands to enter the UK.

For further information, please visit TaDa Gaming or email marketing@tadagaming.com