Flutter Entertainment is deepening its brand synergy strategy, with its online bingo game brand Tombola establishing platform integration cooperation with the veteran Italian operator Sisal, jointly expanding the Italian online bingo market. This is the first time Tombola has adopted the platform integration model, providing a template for future cross-brand expansion.
According to the agreement, Tombola's proprietary bingo games will be integrated into Sisal's digital platform, with the games carrying the Sisal brand but supported by Tombola's underlying technology and product support. The first product launched, "Super Bingo," is a 75-ball bingo game that has officially entered the Italian market. Thanks to the shared player pool, this game offers higher jackpot prizes and has improved the overall user experience.
In the future, some of Tombola's casino products will also join the Sisal platform, including live chat and additional mini-games, creating a cross-brand, multi-product interactive ecosystem.
Flutter's Chief Product Officer for Southern Europe and Africa, Rosangela Robbiani, stated that Italy has once again demonstrated its significant value as a testing ground for Flutter brand collaboration. Tombola's Managing Director, Marion Ryan, also noted that this cooperation is a key step in brand expansion, laying the foundation for deeper integration in the global market in the future.
It is worth mentioning that Flutter had previously acquired the UK's Tombola for £402 million in 2021 and Italy's Sisal for £1.62 billion in 2022. This integration cooperation is seen as a substantial implementation of the group's strategy to connect internal brands and unleash synergistic effects.
