Online bingo operator Tombola has announced the relaunch of its Arcade product with a range of exclusively in‑house developed games and significantly higher prize ceilings.
The move represents an effort by the Sunderland-headquartered firm to broaden its appeal beyond traditional bingo players and compete within the increasingly casino-focused UK online gaming sector.
Founded in 2006 and headquartered in Sunderland, Tombola operates primarily in the UK and Ireland under the Flutter Entertainment group.
Arcade 2.0
Unveiled on Tuesday, Arcade 2.0 aims to blend Tombola’s established bingo community experience with casino-style gameplay innovation. Central to the relaunch is the emphasis that every new Arcade game is “exclusively built in‑house and only available at Tombola”.
In addition, the maximum prize per game has been raised from £2,000 to £10,000, a fivefold increase intended to attract players accustomed to the larger jackpots found on mainstream casino platforms. Marion Ryan, managing director at Tombola, described the relaunch as more than a simple product update.
“This isn’t just a product refresh. It’s a strategic entry into a market where differentiation matters. We’re bringing 20 years of responsible gaming credentials, trusted brand heritage,and genuine innovation,” she stated.
The relaunch is also accompanied by the “For Fun’s Sake” creative campaign.
Its updated Arcade portfolio has been rebuilt based on detailed player insights from Tombola’s engaged user base. The games include mechanics and themes tailored to resonate with existing players while incorporating safety measures “built into every spin”.
The company also referenced its “Flutter edge,” signifying the advantages of being part of Flutter Entertainment. Flutter acquired Tombola in 2022 for £402m.
“Tombola is a business we have long admired for its product expertise, highly recreational customer base and focus on sustainable play,” said Flutter’s chief executive Peter Jackson when the acquisition was first announced.
Just last year, Flutter integrated Tombola into its Sisal brand, subsequently offering the product across Italy.
Kathryn Evans
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
Original article: https://igamingbusiness.com/casino-games/tombola-relaunches-arcade-product/
