(AsiaGameHub) – Online bingo operator Tombola has announced the relaunch of its Arcade product, now featuring a range of games developed exclusively in-house and offering significantly increased prize ceilings.
This strategic move by the Sunderland-based company aims to broaden its appeal beyond its traditional bingo player base and enhance its competitiveness within the UK’s increasingly casino-oriented online gaming market.
Established in 2006 and also headquartered in Sunderland, Tombola operates primarily in the UK and Ireland as part of the Flutter Entertainment group.
Arcade 2.0
Launched on Tuesday, Arcade 2.0 is designed to merge Tombola’s established community-focused bingo experience with innovative casino-style gameplay. A key highlight of the relaunch is the assurance that all new Arcade games are “ exclusively built in-house and only available at Tombola.”
Furthermore, the maximum prize per game has been elevated from £2,000 to £10,000, a fivefold increase intended to attract players who are accustomed to the larger jackpots found on mainstream casino platforms. Marion Ryan, managing director at Tombola, characterized 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 supported by the “ For Fun’s Sake” creative campaign.
The updated Arcade portfolio has been rebuilt based on detailed player insights gathered from Tombola’s engaged user base. The games incorporate mechanics and themes specifically tailored to resonate with existing players, while also integrating safety measures “ built into every spin.”
The company also highlighted its “ Flutter edge,” underscoring 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,” commented Flutter’s chief executive Peter Jackson at the time of the acquisition announcement.
In the previous year, Flutter integrated Tombola into its Sisal brand, subsequently making the product available across Italy.
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