Flutter Joins Tombola and Sisal Brands in New Partnership
Flutter Entertainment has announced the internal collaboration between two of its prominent brands, Tombola and Sisal. Tombola, Flutter's online bingo brand, has entered its first-ever platform partnership by integrating its proprietary bingo product into Sisal's offering, a move that expands Flutter's strategic initiative to leverage its internal strengths across platforms.
LISTEN TO THIS ARTICLE:This collaboration demonstrates what Flutter refers to as the "Flutter Edge." It encompasses the company's advantages in technology, product development, operational scale, and market expertise.
Related: Flutter Finalizes Acquisition of Italian Gaming Operator SnaitechThrough this partnership, Sisal's bingo customers in Italy now have access to Tombola's innovative and proprietary bingo games directly within the Sisal mobile app and website. While the games will remain under the Sisal branding to ensure a consistent user experience, the gameplay will be powered by Tombola's software and backend systems.
This integration enables both brands to capitalize on a shared liquidity pool. It will increase the prize pool available to players and facilitate the launch of larger jackpots and more substantial guaranteed prizes than were previously offered in the Italian bingo market.
Italian users of the Tombola platform will also benefit from the introduction of a new game format known as Super Bingo. This version of 75-ball bingo will offer players access to significantly larger full house prizes, thereby elevating the overall entertainment value and potential returns for participants.
The new product introduces a distinctive playing experience not yet seen in the local market, and aims to enhance customer engagement through improved gameplay and competitive prize structures.
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Rosangela Robbiani, Chief Product Officer at Flutter Southern Europe and Africa, emphasized that the partnership reflects Flutter's broader strategy to harness synergies across its global portfolio. She noted that Italy continues to provide strong opportunities for inter-brand collaboration and highlighted that Sisal's history of innovation in product development aligns well with Tombola's capabilities.
According to Robbiani, initiatives like this serve as clear examples of how internal cooperation can enhance customer value and accelerate the delivery of new and improved gaming experiences.
The partnership between Tombola and Sisal is not limited to bingo alone. Later in 2025, the collaboration will extend to include Tombola's casino product as well. This upcoming phase will feature a fully integrated solution complete with interactive player chat and Tombola's side-games offering, enhancing the platform's entertainment portfolio.
This expanded product suite is expected to foster a more immersive and social gaming environment for Sisal customers while reinforcing Tombola's presence in the Italian market, according to the company.
Flutter sees the integration as more than just a regional improvement; it is positioning the partnership as a model for how the Group can evolve and scale its bingo operations across additional markets. The success of this initiative in Italy may pave the way for similar collaborations in other regions where Flutter operates.
By combining Tombola's award-winning platform with Sisal's established brand presence and customer base, Flutter aims to drive innovation and increase the global reach of its bingo offerings.
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