Andy Huang: "Inspirational slots and series create true engagement with players"

Saturated market? Overcrowded market? We hear this a lot about slot content creation, but many providers still have the power to impress and outperform others. Possibly a new name to some, TaDa Gaming—a hugely established brand in Taiwan and Asia—has recently expanded its operations across Europe and LatAm and is causing an impact. We reached out to CEO Andy Huang to discover why and what their latest releases are bringing to players.

Q: Can we start by first taking a look at your new TriLuck™ game series? What inspired this particular concept and how successful is it proving to be?

Inspiration for this series has come from within the company: our team is nearly 80% product design-led and we are all players, so we deliver slots with the themes, innovation, features and win potential that we see are missing from gaming experiences.

The easiest way to explain our new TriLuck™ series is probably with the original concept: three separate features interact together to deliver accumulative wins, plus players have the chance to unlock all three features in a single spin for maximum wins. Each release, regardless of theme, has three ‘pots’ which hold the feature that triggers a particular type of win.

However, we have added an extra level of immersive play to this ‘3 pots’ concept by adding in traditional bonus features such as progressive jackpots, free spins, wheels of fortune and more to increase the excitement and win/prize potential.

To create a system within the series, we have color-coded the Pot features –red, blue or green for clarity and ease of recognition. Gold is for special effects, red will double rewards, green will act as an accumulator and blue will trigger the extra bonus.

To date, we have released 3 Coin Treasures, 3 Lucky Piggy and 3 Pots Dragon. Five more will be released across 2024 and nine are in production for 2025. Each release has a unique narrative and design but gives the same massive winning potential if you trigger the features simultaneously.

The impact so far has been impressive and especially in the uplift in rounds played and percentage increase in player sign up. With 3 Lucky Piggy for example, we added more paylines, an improved main game RTP and RTP Bonus with the same hit frequency and betting range, alongside maintaining 100 +currency options and 20 languages.

What we saw was an immediate uplift in registered players by nearly 10%, taking our player base to almost a quarter of a million worldwide in the first four weeks while betting volume increased by a healthy 5% in the first two weeks and both are still growing. Naturally, our clients are delighted with the engagement levels these releases continue to generate.

Q: Of the three titles already released – 3 Coin Treasures, 3 Lucky Piggy and 3 Pot Dragons, which one makes you the most proud?

I started my career as a game designer so I can tell you that all of them make me proud. It is our design team’s skill in making the features flow throughout each slot’s narrative as the gameplay develops that creates the TaDa magic.

All three releases deliver immersive gaming that has an emotional connection with our players. Whether you want to be amused by the capers of the piggy banks in 3 Lucky Piggy as you spin for wins, have a more traditionally cultural Dragon Soul moment in 3 Pot Dragons or 3 Coin Treasures which showcases the classical Chinese symbols, or win with jackpots, multipliers or Lock & Respin, there is something for every style of play and way to win.

Our goal is to create standout slot games that players genuinely connect with and return to for unforgettable gaming adventures. The next TriLuck™ releases will all showcase great diversity in theme and feature combining, alongside max bet wins and variety in ways to win.

Q: What do you think helps set the series apart from previous releases and other industry titles released around the same time?

The addition of extra bonus features such as Free Spins, Wilds, Lucky Wheels and Jackpots all add layers to each release to create better engagement with players. The same slot can play out in different ways to win and that is something that is a TaDa signature. However, it makes us stand out from the crowd as our releases are designed as learning engines.

‘3 pots’ was originally designed as a land-based casino slot machine and we were convinced that this concept would transfer to online slots. Easily recognisable to long-term players, hugely attractive to new demographics and flexible enough to localise for emerging markets, it would work across any theme or environment. This flexibility alongside straightforward rules for gameplay is what makes TriLuck™ stand out.

Q: What determines the success of a new game concept and how does TaDa Gaming develop such series? Do you wait and see for consumer reaction or have a roadmap already in place?

We invest heavily in research and development, player feedback and focus groups. We also use AI proactively to read the data to highlight previous successes and assess how best to build on our knowledge.

Sometimes success can be down to timing or propitious cultural references that resonate with the player base. Humans can be unpredictable! However, through our research and commitment to continual growth, we aim to deliver the best possible gaming experience to our customers and that shows in our output.

However, we have a roadmap in place so our clients can plan easily and successfully with us, whether marketing campaigns for lobbies or specific seasons, dates or events. We also customise and localise very effectively. We look to work with partners who add to our localisation skills where possible.

Significant investment in our talented team, alongside our flexibility, means we can adjust and tweak, as well as create and release a minimum of four new slots a month. This allows us to consistently bring immersive and exciting games to our players while maintaining our commitment to quality.

Q: What is next for the TriLuck™ series?

Five more releases are scheduled for 2024 and a number are in the pipeline for delivery across 2025. We are also proactive with licencing and certification for regulated markets which will enable more casino operators to host the TriLuck™ games as part of our growing portfolio. We invest in translation and localisation to ensure every player, regardless of location, experiences the most immersive and engaging slots and so create genuine connections. That’s really what TaDa Gaming’s overall mission is about – long-term engagement and loyalty with our players.

Image credit: Casino Guru News