Every new market that TaDa Gaming enters is a new opportunity to showcase a superior product. This comes not only from innovation, but also from structure and foresight. From the Fortune Gems and Lucky series to their new crash game initiative, the producer excels.
Sean Liu, an award-winning executive in charge of TaDa’s product management, is at the helm of this initiative. She took the time to talk to us about the inception of the creation process, what happens to every idea percolating there, and how success has already turned into standout numbers.
Hi Sean and thank you for making time for this interview. Let’s begin with Crash release Chicken Dash – how did that start?
Thank you for inviting me! So everything begins with an idea. However, Chicken Dash began with an old joke and we could immediately see how well it would work for a Crash multiplier game.
That took us to the visual identity, the target market and which jurisdictions we wished to promote it in, all of which impact the choice and design of features, bonus rounds and UI.
What were the key stages for the game’s design development?
The key stages of any game include the maths model for paytable values; reel symbol distribution in slots; the hit frequency and volatility level; the bonus game/round and the bonus trigger probability. These have to support the theme logically but always with the addition of a random bonus to keep anticipation levels at peak.
I’d also say that regulatory compliance is a key driver. As we are multi-licenced and we expect the industry only to get more regulated, we are always looking ahead. This means we set our game parameters to meet the highest standards of compliance which makes us really focus on creative features and bonus rounds.
TaDa launched in the UK mid-2025 and also obtained an AGCO licence for Ontario - both highly regulated environments - so making any game compatible with the UKGC licence in particular means we are future-proofing it for subsequent localised issue in regulating markets.
What is Chicken Dash about and who’s playing it?
Chicken Dash is built on simple mechanics, personalised risk management controls and a max win of 20,659.1x but this simplicity is lifted with slick graphics and two high visual impact bonus games that give laugh-out-loud moments.
Both bonus games are randomly triggered to keep players on high alert. An expanding gift bag can fall off the back of a lorry. Players must land the chicken on the tile where the bag dropped to collect the prize. And the higher the risk level, the higher the prize.
The “Chicken Dash” bonus feature can randomly trigger multiple times in a game. Players know when this happens as a rooster appears on the screen and starts squawking and the chicken can pass over two or three positions in one go.
Three levels of Easy, Normal and Hard will dictate the level length or number of tiles the bird has to cross and the level max multiplier value so this game is designed to appeal across risk levels and to give agency for players to make decisions.
This combination of fun, visual wit and solid maths has really resonated across multiple markets. We saw average deposits double in value within the first three months of launch and steadily growing DAU numbers as players across multiple markets get into the strategic elements of Chicken Dash.
Why do some ideas get dropped and who makes that decision? Do you have any regrets about abandoned concepts?
If we feel we can’t make a concept uniquely TaDa, then that idea will be shelved as being too generic until we come up with a way to repackage it. Time constraints might also be a factor, particularly if significant new artwork skills, sound design and/or programming will have an impact.
Certification is also a key factor; so long-term working with bmm, iGaming Labs and GA for RNG fairness, RTP accuracy and compliance with jurisdiction regulations has given us good experience on knowing what will work at the early stages.
It’s mostly a team decision to shelve a concept and tends to happen early in the process. TaDa is product led - about 80% of the team is on the product side - and we have an efficient funnel for delivery.
As we localise our games for each market across every aspect and engage in significant testing with both AI and real time feedback. We need to know the concept will work considerably in advance of getting to this stage.
So far, we have not had any big regrets because TaDa is very much about long-term planning. An idea of feature might not work at one stage but can be incorporated into another game later in the series like in Lucky Macaw, part of our Brazilian led Lucky series or Fortune Gems.
Can you tell us more about this and the Lucky series?
Lucky Jaguar was the first release and was built to appeal to a target audience in Brazil. As an ‘introductory’ title, we kept the gameplay straightforward. Lucky Macaw was the fourth release in the series and by then we were confident we could switch up theme and gameplay with a 3-4-3 layout, extra multiplying multipliers and add four jackpots as we had taken players on a growth journey through the games.
Within the first month of launch, Lucky Macaw saw 600% uplift in new player sign up and 370% in bets wagered, confirming that we were right to build up to this more sophisticated format while building the Lucky brand.
Your Fortune Gems series has also followed this development format. Which is your top pick Fortune Gems release and why?
When we first designed Fortune Gems we wanted anyone to be able to easily pick it up but without it feeling basic: so we built a 3x3 reel setup with relatively simple reward mechanics. This blend of easy understanding with potentially big rewards subsequently has become the series’ hallmark.
We also added different ways to achieve big payouts, such as special multipliers or surprise triggers to create that anticipation in slots that gives long-term engagement in future releases but Fortune Gems 500 took the gameplay up to a new level.
Keeping the Garuda theme and colourways for instant recognition, we elevated the gameplay with the bonus reel that gives multipliers to 500x and the Ex-Nudge feature. This feature when triggered can deliver up to 11 multiplying multiplier grabs from 1x to 500x.
This was picked up on by the industry press as well as players and operators for its significant impact on the win potential and making the game appeal to high rollers, reinforced with 12,500x max win.
So, over a five month period from launch, we saw total bet increase of 390%; DAU uplift of 380%; and new players increase by 290% with existing players up to 390% uplift, making Fortune Gems 500 a big success for us.
What’s next in the pipeline from TaDa?
We release up to four new games each month and will continue to build our series which develop gameplay with each new title. Chicken Dash 10000 is already delivering positive numbers with its 30,000x max win potential and new bonus multiplier wheel game.
Circus Jackpot is our new fish-shooting title. This is aimed at a global market in line with our education campaign to bring fish-shooting to an audience demanding more skill-influenced and challenging play.
Our latest slot concept is 3 Lightning Blitz which combines our TriLuck™ “triple pots” with the Hit the Cash™ feature combo. This launched March 5th and is already having an impact on player engagement metrics.
We are also anticipating a very strong reaction to our future co-branded games. Fortune Yuri 500 was developed in conjunction with leading streamer @yuri22. This was our first celebrity collaboration. We are launching the next two iterations at SiGMA South America this 7-9 April which we are excited to reveal. So, as always lots of news and new products to come from TaDa.
This interview was authored by Andrei Vlaicu, with special thanks to Sean Liu for his invaluable contribution to the creation of this piece.
