Rachel Pien, FA CHAI: “We try to make players feel at home when they try to play the games”

Shows & conferences - 21 October, 2025

Taiwanese game developer FA CHAI brought its unique and vibrant portfolio to SBC Summit Lisbon 2025, where Focus Gaming News spoke with Sales & Account Manager Rachel Pien about the company’s global expansion plans and what makes its content stand out.

Pien explained that while the FA CHAI brand was established in 2019, the team behind it possesses over 20 years of industry experience. This allows them to innovate and scale efficiently, as Pien put it: “We know how to move faster without cutting edges.” The company is now focused on introducing its distinctive Asian-influenced games to a wider audience. A key example is the company's multiplayer fishing games, a genre hugely popular in Asia, which offers a novel social gaming experience for European and other markets.

A core differentiator for FA CHAI is its in-house development process. Pien said that all games are built on their own unique maths models, meaning that “no two games would feel the same” for the player. This commitment to variety is paired with a deep focus on localisation. The company tailors its themes to resonate with local player preferences in different regions, a strategy Pien says is designed to “make themselves like they're playing at home.”

Currently licensed in Curaçao and with Malta and UK applications in progress, FA CHAI has its sights set firmly on the Latin American market as its next major focus. Pien confirmed that Brazil is a primary target, with plans to expand into Peru, Chile, and Mexico. To support this growth, the company is building a local team in the region to handle business development and account management. This strategic push will be supported by a strong presence at key industry events, including ICE Barcelona and SBC Rio in 2026.