FA CHAI Gaming: “We don’t view regulations as restrictions, but rather as a creative framework”

The Head of Sales and Business Development at FA CHAI Gaming, discusses global expansion and the company’s entry into Brazil.

Exclusive interview.- The igaming industry is undergoing a period of change. As more markets emerge and new regulatory frameworks are introduced, competition is growing, and companies must reinvent themselves constantly to attract audiences that differ across Europe, LatAm and Asia.

FA CHAI Gaming was founded in 2019 and focuses on creating online games that stand out for their quality and innovative gaming experiences. The company has a global presence and has successfully navigated the various regulatory frameworks while adapting to the requirements of an increasingly demanding audience.

To find out more about FA CHAI Gaming’s work, Focus Gaming News spoke to the head of sales and business development of the company

Innovative storytelling and engaging mechanics

FA CHAI Gaming has experienced significant growth in recent years, securing certifications such as GLI accreditation for its in-house developed games. According to Huang, this milestone marked a fundamental shift in the company’s strategy. “We are now pivoting towards high-quality, regulated markets and prioritising partners who value compliance as much as we do.”

Huang also explained that these certifications have enabled the company to evolve from a games provider into a “trusted strategic partner”, ensuring that its technical framework and operations “align perfectly with international regulatory standards.”

FA CHAI Gaming was founded in Asia, where it still has a strong presence, but it has also expanded into diverse markets such as Europe, North America and Latin America. When asked about the biggest challenges and lessons learnt when adapting to these regions, Huang explained that navigating the fragmented regulatory landscape was the greatest challenge. “Each jurisdiction has unique requirements for player protection and technical testing. Our key learning is that localisation goes far beyond translation — it’s about delving deep into local preferences for maths models and cultural nuances. This has pushed us to build a more agile R&D framework to serve diverse markets simultaneously,” she said.

“Localisation goes far beyond translation — it’s about delving deep into local preferences for maths models and cultural nuances.”

Head of sales and business development at FA CHAI Gaming.

Another challenge that companies face when entering new markets is developing new titles for their target audience. How does FA CHAI Gaming strike a balance between creativity, player engagement and regulatory requirements without compromising on any of these aspects? According to Huang, the key lies in viewing regulations not as restrictions, but as a creative framework. By integrating regulatory compliance into the early stages of R&D, the company ensures that its creative teams can focus on innovative storytelling and engaging mechanics while remaining technically sound. Huang added that at FA CHAI Gaming, they balance engagement “through unique features that meet rigorous responsible gaming standards without compromising the thrill”.

The SUGAR BANG BANG PLUS case

Last year, FA CHAI Gaming launched SUGAR BANG BANG PLUS, the latest instalment in the Sugar Bang Bang series. Based on existing and recognisable intellectual property (IP), it features new mechanics designed to increase engagement and reward strategic play.

When asked about the importance of brand familiarity and trust when entering newly regulated markets, Huang replied that brand trust is key to reducing acquisition costs in such markets. She explained that titles like SUGAR BANG BANG PLUS leverage familiar visual cues and mechanics to provide players with a sense of security in a new environment. “This familiarity acts as our ‘icebreaker’, allowing our products to build immediate rapport with local operators and players, even before our brand becomes a household name,” she said.

The strategic importance of Brazil

Brazil is entering a new phase as a regulated market. One year after Law No. 14.790/2023 came into force to regulate online gambling, the industry generated a gross gaming revenue (GGR) of R$37,000m ($7,010m) in its first full year of operation, and the sector is expected to continue growing. Many experts believe that “the sleeping giant” has awakened and is one of the biggest success stories in the world of igaming.

FA CHAI Gaming is no stranger to this phenomenon. The company attended SBC Summit Rio 2026 and maintains that Brazil is a country of enormous strategic importance. Huang said that this is due to its massive audience, but also to the high enthusiasm local players have for innovative mechanics. “As Brazil enters this new regulated chapter, it represents a fresh start for fair competition and high-quality content. We are excited to introduce our high-frequency interactive portfolio optimised specifically for the LatAm region,” she explained, and added: “Beyond games, we are providing local operators with sophisticated data analytics and operational support tools to help them capture market share quickly and compliantly.”

BAD RICH WOLF: A thrilling adventure

Earlier this year, FA CHAI Gaming launched BAD RICH WOLF, a thrilling adventure with high-intensity gameplay, huge symbol-based multipliers, and a core gameplay mechanic that removes traditional free spins and shifts all the action into the base game.

The game, introduced at SBC Summit Rio, offers simple, fast-paced 3×3, five-line gameplay designed for instant accessibility and high engagement. It features the unique Wild Chase Escape mechanic, which guarantees the appearance of high-value symbols from the very first spin, driving excitement from the outset.

Huang said: “3×3 is a popular gameplay feature in Brazil, and the American-style art direction is a new creative direction for us. We’re very excited about this game’s potential in the Brazilian market.”

In an increasingly competitive industry where the challenge lies in captivating a diverse audience, FA CHAI Gaming is committed to delivering an enduring igaming experience to markets worldwide.