Flutter Entertainment has announced its tombola products will launch with its Italy-facing Sisal brand as part of a “platform partnership”, EGR can exclusively reveal.
The move represents a further expansion and deepening of the in-house ‘Flutter Edge’, whereby the multi-national operator cherry picks tech and products from its brands to be deployed globally.
In this latest example, tombola’s proprietary bingo product will be launched as an integrated feature on the Sisal website and app.
Games will remain Sisal-branded but powered by Sunderland-headquartered tombola.
Additionally, the Italy-facing tombola brand will have Sisal’s Super Bingo product added to its offering.
Flutter said both tombola and Sisal customers would gain access to a “much deeper liquidity pool”, allowing for far larger prizes and bigger guaranteed jackpots as a result.
The bingo tie-up marks the first step in the new platform partnership, with tombola’s casino product due to launch on Sisal later this year.
The launch will see tombola’s player chat and side-games tools go live as part of the rollout.
EGR understands that Sisal is planning to market its improved bingo proposition to both its retail and online customers.
“This multi-product approach will create a strong ecosystem that leverages the best of both brands,” Flutter added.
Management stated that following a successful launch with Sisal, the platform partnership model will give tombola a runway to improve Flutter’s bingo proposition in other markets.
Flutter completed the acquisition of tombola for a little over £400m in January 2022, before completing its £1.6bn move for Sisal in Q2 of that year.
Tombola is the largest online bingo operator in the UK, while Sisal forms part of Flutter’s Italian operations that were bolstered by the acquisition of Snaitech from Playtech earlier this year.
Speaking to EGR, tombola managing director Marion Ryan explained the integration was an “obvious opportunity” to use the Flutter Edge.
She said: “Tombola is a Flutter asset with deep product vertical experience and a market share leader in online bingo.
“Extending that expertise, product proposition and liquidity advantage to Sisal players was an obvious opportunity to leverage the Flutter Edge, so we’re delighted to have completed the first phase of the integration, with tombola’s casino product and chat capabilities to follow.”
Touching on the development work behind the scenes to get the partnership off the ground, Ryan confirmed tombola’s Sunderland-based staff played a key role.
She added: “We’ve been building towards this for a period of time, providing opportunities in our tech, content, business development and product teams in Sunderland to deliver a Flutter bingo product that is powered by tombola.
“We’re in a strong position to scale the proposition based on the teams and solution we’ve built.”
Rosangela Robbiani, Flutter Southern Europe and Africa chief product officer, remarked: “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.
“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 post Exclusive: Tombola to integrate content with Sisal in “platform venture” push first appeared on EGR Intel.
Flutter confirms the Italy-facing rollout as a potential first step in improving its bingo proposition across the group using tombola tech and expertise
The post Exclusive: Tombola to integrate content with Sisal in “platform venture” push first appeared on EGR Intel.