ADADA is a UK non-profit non-government organization/association that seeks to encourage the prominence of iGaming within the boundaries of the UK by stimulating the existence of online casinos, betting sites, video slots and other iGaming endeavours. While the iGaming market in the UK at the moment is rather prominent, perhaps even more so than it has ever been, we believe that as an industry it can always be encouraged to grow bigger and better. In the grand scheme of things, only a very small percentage of UK citizens has even tried online gambling, as opposed to the rather large numbers that engage in other industries, such as movies or videogames. One might say that iGaming isn’t as accessible, but with the right tools and approached we believe its influence could be expanded rapidly. That is ADADA’s goal and objective.

As of 2015, the UK has multiple associations and organizations that monitor and encourage the development of iGaming in the country. The most prominent one is, of course, the Gambling Commission, which is responsible for keeping gambling fair and safe. They are responsible with heavily researching and testing new online casinos before issuing them certificates that officially prove to the world that they are, in fact, legitimate. Their influence has been felt so much that nowadays if a casino wasn’t certified by them then it is considered to be fraudulent by most players. There’s also eCogra, which is responsible solely for testing various casinos’ RTPs and issuing public certificates which tell gamblers exactly what the return to player percentages for various games are. Not all casinos work with eCogra (some prefer to test their RTPs internally, and a few don’t even disclose that information publicly), but the ones that do can expect regular testing and appropriate update of their certificates. And then there’s also BACTA, which has a goal and purpose very similar to our own, but with a slightly more limited scope. They are a trade association specializing in video slot machines and other iGaming accessories, supplying them to casinos and anyone else who might want them.

ADADA seeks to help online casinos in various ways, from providing advice and consultation to regularly inspecting the market and creating connections between investors and casino owners. Predominantly we offer our services in two distinctive ways:

• Funding: At the moment, there’s plenty of online casinos on the market, and both objectively and subjectively, most of them tend to be very similar to each other, almost to the point where they’re interchangeable. There are certain variables that change (such as the amount of games or the deposit bonus), but overall you get exactly the same experience at almost any online casino you go to. This is absurd, because in practically every other entertainment industry, including physical casinos, your experiences tend to vary, often times significantly. We seek to encourage the development of truly unique and fascinating casinos that offer something different while also having a good plan for a sustainable business model. If we like a particular plan for a UK-based online casino, then we will attempt to connect you to an appropriate investor, and if we fail in that then we will offer you a loan that you will return through a percentage of your casino revenue once it launches.
• Marketing: Because of the giants in the UK iGaming industry such as William Hill or 888, it’s nigh-impossible for smaller casinos to get noticed, and considering the fact that iGaming is one of those industries that absolutely needs an active and engaging player base in order to just break even, let alone turn in a profit, a proper marketing campaign to direct those players to new casinos – a task that is absolutely gargantuan considering that most people interested in iGaming are already engaged with another online casino. The marketing campaign needs to be so good that it would attract new players while also convincing old ones to give the casino a try, and something that good would be expensive. That’s where ADADA comes in. We’ve got contacts with the UK’s top marketing agencies (such as Thinkingjuice) that are willing to help at a premium price, which could be shared between ADADA and the casino or taken entirely by us as a loan that will be returned through casino profits.

It’s very important to note that we’re looking for unique and interesting casino ideas. There’s plenty of casinos out there that offer slots, blackjack and roulette! What does your casino have that others do not? What makes it stand out? In what ways is it unique? We want to support online casinos that are unlike anything out there on the market in order to promote innovation and ingenuity. Variety is the spice of life, as they say, and if we want iGaming in the UK to move forward we absolutely need more varied experiences. If you have a plan that you believe would qualify, by all means send us an e-mail to info@adada-assos.org.