Flutter Entertainment has reaffirmed its ambition to become the leader in Italy’s newly restructured online gambling market by announcing the relaunch of Sisal’s online bingo.
The relaunch of Sisal Bingo Sala is being carried out with the support of Tombola, which has developed a localized platform integrated with the existing Tombola Italia user base. This ensures instant game liquidity, significantly increasing prize pools and real-time player engagement in the Italian market.
As detailed to the media: “Sisal’s bingo customers now enjoy Tombola’s proprietary bingo product, seamlessly integrated into their app and website.”
Flutter views the launch as a key milestone in the implementation of its Flutter Edge strategy – a concept built around brand synergy in product development, technology, and scale. Acquired in 2022, Tombola is Europe’s largest online bingo operator and a leader in the “soft-gambling” category.
The games will retain the Sisal branding to preserve local identity but will run on Tombola’s proprietary technology, which has been fully embedded into Sisal’s desktop and mobile platforms.
The launch coincides with a major regulatory reform in Italy: in 2025, the government relaunched the online gambling market under a new €7 million licensing regime. So far, 46 operators have confirmed their intent to apply for licenses – including Entain, LeoVegas, and Betsson.
Against this backdrop, Flutter has declared its aim to become the undisputed leader of the Italian market, managing a portfolio of brands including Betfair, Tombola, Sky Bet Italia, and the locally established Sisal and Snaitech (SNAI), across both online and retail channels.
As part of the Flutter Edge programme, the technology platforms of Sisal and SNAI are undergoing upgrades to improve user experience, enhance pricing competitiveness, and optimize cost efficiency across sports betting and online casino verticals.
In a statement, Rosangela Robbiani, Chief Product Officer at Flutter Southern Europe and Africa (SEA), 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 first phase of the integration introduces Super Bingo, a new 75-ball format exclusive to Italy, offering full house prizes significantly larger than anything previously available on the market. By merging the player liquidity of Tombola Italia and Sisal, customers now benefit from bigger jackpots and a more dynamic bingo experience.
Marion Ryan, Managing Director at Tombola, added: “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.”
Later in 2025, the collaboration will deepen with a Tombola-led upgrade of Sisal’s online casino platform. This will feature chat-based player engagement, signature side-games, and a tailored soft-gaming ecosystem designed to enhance social play and entertainment.
Flutter views the Italian integration as a blueprint for expanding Tombola’s reach across other regulated markets – demonstrating how platform excellence, localised execution, and group-wide collaboration can redefine digital gaming experiences in Europe.
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