tombola, the online bingo brand owned by Flutter Entertainment, has entered its first platform partnership by integrating its bingo product with Sisal, Flutter’s sports betting and gaming brand in Italy. This marks a notable development in Flutter’s strategy to leverage internal synergies under what it describes as the Flutter Edge, combining product, technology, expertise and scale.
Under the agreement, Sisal’s online bingo customers now have access to tombola’s proprietary bingo offering, delivered seamlessly within Sisal’s app and website environment. While the bingo games will continue to carry Sisal branding, they are powered by tombola’s underlying platform and liquidity pool. This enables larger prize opportunities and guarantees than previously available.
As part of the launch, tombola is also introducing Super Bingo for its Italian audience, a new 75-ball format designed to create significantly higher full house prizes. Later in the year, tombola’s casino product will also be made available to Sisal players, incorporating player chat and side-games that have become hallmarks of tombola’s approach.
This multi-product strategy aims to build a broader ecosystem for both brands in Italy. The companies plan to extend the partnership beyond the initial phase, with the integration seen as a model that could potentially be replicated in other regulated markets. For Flutter, the collaboration highlights its approach of combining specialist brands within its portfolio to enhance customer experience and drive growth across multiple igaming verticals.
Rosangela Robbiani, Chief Product Officer at Flutter Southern Europe and Africa (SEA), which includes Sisal, said: “We’re thrilled to see this combination happening, as Italy proves once again to be a fertile ground for collaboration across Flutter’s brands, particularly within Southern Europe and Africa. Leveraging the advantages of the Flutter Edge, we’re unlocking new ways to enhance the customer experience. Sisal has a long-standing track record in pioneering product innovation: this initiative is a clear example of how cross-brand collaboration within Flutter can accelerate innovation and deliver meaningful value for our players.”
“This is a hugely exciting moment for tombola, as we take the next step in our evolution and bring our award-winning bingo product to Sisal’s players in Italy,” added Marion Ryan, Managing Director at tombola. “The ability to seamlessly integrate and scale our platform for future partnerships represents a fantastic opportunity for Flutter to transform the bingo proposition, both within our existing markets and beyond.”
