Ray Lee, TaDa Gaming: “We are gearing up to make 2026 another very big year for us”
Focus Gaming News spoke to Ray Lee, TaDa Gaming’s Director of Business Development, to find out about the company’s upcoming presentation at SiGMA Central Europe and its plans for 2026.
Exclusive interview.- Having hit the ground running at ICE in January, TaDa Gaming has certainly been active across the industry’s global trade shows and conferences, clocking up some 200,000 airmiles already.
Through acquiring new gaming licences, including the prestigious UKGC and most recently the Ontario AGCO, TaDa has secured multiple new partnerships and distribution agreements, further raising its profile across regulated European jurisdictions. With SiGMA Central Europe as the final show for TaDa in 2025, Focus Gaming News sat down with Ray Lee, director of business development, TaDa Gaming, to find out what they have planned.
What can we expect to see at the TaDa Gaming stand at SiGMA Central Europe?
A crowd! We are promoting our new shooting game, Fortune Zombie 2, at our Experience Zone on Stand 4062 alongside the Rock ‘n’ Roll themed Ocean King Jackpot. As soon as we get delegates playing fish-shooting games, they understand why so many players across all demographics and jurisdictions gravitate towards them.
Additionally, we will highlight our very successful Hit the Cash releases Joker Coins and Fortune Coins 2. In the July-September period, Joker Coins saw a 146 per cent uplift in deposits; 300 per cent uplift in DAUs; and 300 per cent in new player sign up: while Fortune Coins 2 delivered a staggering 450 per cent uplift in DAUs; and 500 per cent in new player sign up in the same period so we are looking forward to discussing the impact of these games for operators’ bottom line.
We have a full Roadmap going into 2026 and numerous new integrations across Europe to celebrate, plus we have been nominated for the Best Game Studio award, so SiGMA will certainly be an event.
What’s the key to the success of games like Fortune Zombie 2?
Research, understanding, and correctly applying the data for expert localisation and tailored gaming experiences is critical. We also balance the technical and design elements to create the optimum gaming experience for players.
From initial Hall Choice for betting range, features and volatility to enable players to choose their preferred combination of risk and reward, to the weapons and ammo players can access to attack the Bosses and their value/contribution to the gameplay and win potential, getting this right is crucial.
We offer a progression system with our tutorials, demos, tips, on-screen guidance and tiered difficulty categorisation (Easy Classic /Explore Elite /Expert Pro) to facilitate onboarding.
With the Fortune Zombie titles, we have gamified the tutorials to make them virtually an integral part of the game to act as encouragement and practice rather than a learning curve.
By adding these features and wrapping them in an immersive theme with exceptional graphics and animations, you have a better chance to deliver a successful game.
What kinds of games do you see as having high appeal for Central European geos?
To date, we have seen our Joker-themed slots, including Jackpot Joker FEVER, reach a very wide audience, and our coin-led games, especially the TriLuck ‘triple pots’ mechanism slots, are delivering impressive numbers. Our crash-themed games, including the new release Chicken Dash, are also very appealing.
We invest in data and research across all our titles, so we always thoroughly evaluate each target market or jurisdiction. This means we know our localised and tailored content will have an immediate and positive impact on engagement and retention figures.
Overall, the diversity of our portfolio and the originality of our fish-shooting titles are resonating with European players.
We launched our fish-shooting titles in Italy last year and are seeing consistent growth with players there; so we anticipate further significant growth with these games as both our brand and the game concept gets more widely known in Europe.
“We invest in data and research across all our titles, so we always thoroughly evaluate each target market or jurisdiction.”
Ray Lee, director of business development, TaDa Gaming.
What game mechanics are proving to be popular with players?
Many of our players favour cascading reels and our Lock & Respin features. However, the additional ‘multiplier’ reel has proved extremely popular.
In Fortune Gems 500, it gives a strategic layer to the gameplay as the extra/fourth reel gives multipliers to 500x or the special Ex-NUDGE symbol. When this appears, the reel runs through the multipliers, delivering session-changing play by compounding the multipliers for chain reaction wins.
There is also an Extra Bet mode that lets players filter out lower multipliers, increasing the odds of them landing the premium 100x or 500x.
We notice how players respond to the games that give them agency, especially over risk vs reward, and this is something we are incorporating into more new releases.
Do you have plans to expand more in the region?
Definitely. We recently secured a distribution agreement for our content with Light & Wonder Inc. This has both reinforced our presence in existing jurisdictions and opened new opportunities for us, most recently in Sweden, where we hold a Spelinspektionen licence.
Our recent UKGC licence success has also given us access to tier one, UK-facing operators and aggregators who demand this level of regulation and scrutiny of best business practices.
This is an exciting opportunity to demonstrate how our approach and content style can impact a mature and very sophisticated gaming market; so we are gearing up to make 2026 another very big year for us.
For further information visit TaDa Gaming or email [email protected] to set a meeting for Stand 4062, SiGMA Central Europe, Fiera, Rome, November 4 – 6.
