Listen to this article:Flutter Entertainment has announced a new partnership with Sisal that has brought its Tombola bingo product to Sisal’s digital offering in Italy. The deal has greatly expanded the company’s online bingo offering. It is the first time that Flutter has launched a cross-brand bingo integration within its portfolio, suggesting it could be the beginning of similar moves across other markets.
The partnership means that Tombola’s proprietary bingo technology is now powering games on the Sisal website and app, though the games will continue to carry the Sisal brand. According to Flutter, the partnership was made possible by its internal Flutter Edge technology stack, which is an important key tool in its strategy to unify and scale operations across its global brands.
Sisal, founded in 1946, is one of Italy’s most respected gaming operators, with more than 75 years in the business and over 30 million customers across its lottery, betting, and gaming products. Its impressive retail and digital presence made it an ideal partner for Tombola’s first integrated rollout. The addition of Tombola bingo further strengthens Sisal’s entertainment offering while aligning with its commitment to innovation and responsible play.
Recently, we were also informed that Tombola has launched a short video campaign introducing its new Tombola Idents, a creative initiative designed to refresh the brand’s visual identity and connect with its growing online audience.
In exciting news for Italian bingo players, a central component of the integration is the launch of a new 75-ball bingo game called Super Bingo. Thanks to shared liquidity between the two brands, players will now benefit from a broader player base and access to larger guaranteed jackpots.
Later this year, Sisal will also add the Tombola casino content, including its popular side-games and player chat features. The additions aim to build what Flutter describes as a “multi-product approach” to create a more engaging gaming environment across both brands.
In a statement, Flutter said, “This multi-product approach will create a strong ecosystem that leverages the best of both brands.”
Marion Ryan, the Managing Director at Tombola, explained that the partnership is “a hugely exciting moment for Tombola” as it works to expand and bring its products to an ever-wider audience.
“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. 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.”
Rosangela Robbiani, Chief Product Officer at Flutter Southern Europe and Africa, 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.”
The Tombola and Sisal partnership is also being viewed as a model for future integrations. Flutter is expected to apply this same approach, merging in-house technology and products across multiple acquired brands, in other regulated markets worldwide.
Flutter acquired Tombola in November 2021 for £402 million ($547 million), and purchased Sisal in August 2022 for £1.62 billion (€1.91 billion). Although Flutter bid for the Italian national lottery licence in 2025, a consortium led by IGT won the tender in May.
We do not sell or share your information with anyone. You may unsubscribe at any time.
Latest
