Listen to this article:Last month, Newcastle-based Atom announced a partnership with Tombola, a leading online bingo operator. The agreement will see Atom manage Tombola’s mobile services and SIM estate to ensure that the brand’s operations run efficiently across its UK and international offices.
For Atom, the deal is an important milestone in its ongoing growth. The company, founded in 2018, specialises in IT support, cybersecurity, and communications services for businesses across multiple sectors, including construction, energy, tourism, and charity.
Managing director Dean Cowens described the new partnership as a “real thrill” and spoke of Tombola’s important role in the region.
“Tombola is one of the North East’s most successful and established businesses. Our focus is on delivering an outstanding service to the Tombola team, which means dedicated account management, great value, and responsiveness to its changing needs.”
Atom will work to improve the efficiency and flexibility of Tombola’s mobile infrastructure. By overseeing its SIM estate and associated contracts, Atom will give Tombola greater insights into costs, usage, and performance, and help to eliminate unnecessary spending and avoid potential downtime. Cowens added that this type of proactive management can “cut out the unexpected overspend and additional billing that often occur when an organisation doesn’t have a managed solution for its mobile estate”.
Tombola, headquartered in Sunderland, began life in the 1950s as a family-run business printing bingo tickets before evolving into one of the UK’s most popular online bingo brands. Today, it employs more than 500 staff in the UK and nearly 750 worldwide, with offices in Sunderland and Gibraltar. In 2022, Tombola was acquired by Flutter, the group behind brands such as Paddy Power, Betfair, and PokerStars, in a deal worth over £400 million. However, Tombola has maintained its North East roots and community-driven identity, which makes it a fitting partner for Atom.
Liam Thompson, lead operational support engineer at Tombola, said that having Atom on board has already provided tangible benefits.
“We often need new SIMs or contract changes to be implemented swiftly. Having the Atom team on hand to manage our requirements and bring their expertise to bear gives us real peace of mind. Atom is helping give us greater clarity over our contracts and usage, identify where savings can be made, and help avoid issues or downtime quickly.”
The partnership fits with Tombola’s wider commitment to efficiency and responsible operation. Known for its dedication to low-stakes and socially driven gaming, the company has built a reputation as one of the most community-focused operators in the UK. With the support of Atom’s managed technology services, Tombola can continue to prioritise smooth operations while maintaining the reliable, secure digital environment that underpins its games.
While bingo is a very simple game at heart, today’s operations rely on sophisticated technology. Tombola’s website, which offers bingo rooms alongside arcade and slot games, depends on advanced digital infrastructure and secure data management, which is why partnerships such as the one with Atom are vital.
By managing Tombola’s mobile systems, Atom will ensure that staff working across different locations remain connected and that network resources are efficiently used. While the technology might not be visible to players, it plays a key role in keeping online bingo reliable and safe. It is also an excellent example of how the success of traditional entertainment companies depends on the quality of their IT systems.
The new deal between Atom and Tombola can only be good news for bingo players and ambitious small businesses across the UK, as both companies share a North East heritage and a focus on innovation.
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