Ray Lee, TaDa Gaming: “iGB L!VE in London is important for us now we are able to operate within the established UK market”
Ray Lee, director of business development of TaDa Gaming, spoke to Focus Gaming News about the company’s preparations for the upcoming event.
Exclusive interview.- TaDa Gaming is one of the companies that will attend iGB L!VE in London. Before the start of the expo, Ray Lee, director of business development, spoke to Focus Gaming News about the expectations of the event and what products are they planning to showcase.
He also shared details about the company’s fishing-shooting games, its growth strategy for the next months and the main objectives for the rest of the year.
What are TaDa Gaming’s main goals for iGB L!VE?
TaDa successfully concluded its UK Gambling Commission licence application in May 2025; so iGB L!VE, London is important for us now we are able to operate within the established UK market. With 15,000 delegates and 800 exhibitors attending, the opportunity to connect with future partners, especially those who demand a UK licence, is very exciting.
Since last year’s attendance, we have doubled the size of our portfolio to 190 releases, adding in 12 new languages and payment processes to give over 100 options.
We have launched our gamification tools WIN CARD and GiftCode to great success and our fishing-shooting portfolio is delivering off the scale engagement and retention numbers.
Whether you know us or not, please come and say hello at Stand R20 as we have so much more still to share about how our portfolio drives successful casino operations.
What is the company planning to showcase at the expo?
Our fishing-shooting titles such as Fortune Zombie and Mega Fishing create significant differentiation for operators; so our on-stand Experience Zone demonstrates both how to play our fishing-shooting games and what they bring to casino business success in terms of new demographic attraction.
Since entering the North American market as well as across several jurisdictions in Africa, we have built up our localisation skills, reduced our game size and loading times and simplified some of our mechanics and features in line with new market requirements.
Releases such as Lucky Jaguar, as launched in the LatAm market, or Fortune Zombie, as designed for players in the U.S. exceed every KPI as the games are based on our research and understanding of the market we are targeting.
Working together with our clients and partners, we constantly review and enhance our offering and we will showcase the impact this ethos has on successful player take up. New additions to our portfolio will also be available, alongside details on the next Fortune Zombie release.
TaDa Gaming is delivering a new form of entertainment with fishing-shooting games, why do you consider they are bringing a new dimension to igaming?
There are multiple elements within fishing-shooting games that bring a new way to play and win which is why many different player demographics find them appealing.
From slot players who recognise the one shot = one bet concept and are drawn to more skill-influenced playing techniques; casual gamers who want simple rules and fast action rewards; to those Gen X players who are looking for the next step up from video gaming, fishing-shooting games tick the boxes.
If you also factor in modalities such as the multiplayer function, which provides social gaming challenges; or ‘room’ choices at the beginning of the game whereby players can personalise the gameplay, betting range, volatility and types of challenges, then this multi-dimensional approach to gaming gives players agency in new ways to previous offerings.
The superb graphics, cinematic animations and soundtracks also deliver more experiential gaming. Operators who integrate TaDa fishing-shooting games report immediate uplifts in KPIs such as repeat visits, increase in new player sign up and longer rounds played/higher wagers placed: so overall, the fishing-shooting concept brings a successful new dimension into play.
Why do you think they are so attractive to players, and how were they received in Europe and Latin America?
It’s the mix of innovation and novelty – these games offer very different gameplay to other RNG casino games – added to the familiarity/recognition of the authentic arcade video games. Due to the style of gameplay, with plenty of diverse characters, bonus rounds, weapon choice and changes of scenery, the gaming experience is multi-faceted.
Audiences in both Latin America and North America have responded very positively to this new genre. Since launch in Brazil, Mega Fishing has seen an average 1,300 rounds per player per session; while players in Italy, where we first launched our fishing-shooting games, have delivered 10 per cent uplifts in engagement and Daily Active Users, alongside a 50 per cent+ increase in session length.
“The fishing-shooting concept brings a successful new dimension into play.”
Ray Lee, director of business development of TaDa Gaming.
To further help operators and players, we also have a dedicated section on our website designed to demystify fishing-shooting. From insider tips such as weapon choice, detonating bombs when the screen is full to maximise the multiplier payouts; to targeting Immortal Bosses and Special Fish, which often offer significant rewards or bonuses, we have an article or streamer review to help.
What is the company’s growth strategy for the next months?
We launched a global growth strategy which involves securing licences for the relevant jurisdictions where applicable. We have also employed local teams whose cultural understanding and idiomatic l language skills enhance both our offering and our working practices. Our U.S., European and Latin American teams all fulfil these requirements.
Following a successful launch earlier this year in North America, we are currently applying for our Ontario licence to take us into the Canadian regulated market. Our European approach is supported with our Malta, Hellenic, Romanian and Swedish certifications and licences and we are growing our Malta office.
Africa is an opening market for us. Our approach of partnering with leading local and national operators to enhance our localisation is proving successful and we will be announcing new integrations shortly.
However, with our new UKGC licence, this is where we will focus on growing our brand over the next few months.
You mentioned that the company has received a UK Gambling Commission licence; what new opportunities does this give you?
The UK is one of the largest markets and is known for its high-value players and mature operational ecosystem. For us, it represents a key strategic destination. Many major operators will only collaborate with providers which are licenced in top-tier regulatory jurisdictions, so receiving the UKGC licence is a major milestone for us.
According to statistics, the UK delivered £11.5bn total gross gambling yield (GGY) 2023/2024 of the gambling industry in Great Britain and this figure is still rising (excluding all reported lotteries), so such a strong and growing market presents significant opportunities for TaDa.
“Following a successful launch earlier this year in North America, we are currently applying for our Ontario licence.”
Ray Lee, director of business development of TaDa Gaming.
What are TaDa Gaming’s objectives for the rest of the year?
Overall, we are looking to expand our global footprint, introduce more innovative gaming experiences and form strategic partnerships to solidify our position as a leading content provider in the iGaming industry.
As always, we have a full schedule of trade shows and industry events pre-booked, with exciting on-stand demonstrations and new product launches. Meeting potential clients and connecting with our industry peers is the best way for us to keep learning and growing as their feedback keeps us pushing boundaries. So, growth, learning, enhanced offerings and great partnerships are the key objectives for 2025.
