Tombola has reintroduced its “arcade experience” in a bid to distinguish its product from UK rivals in the iGaming market space and unlock new revenue streams.
The redesign to an “Arcade 2.0 environment” coincides with the company’s 20th anniversary, as the Sunderland-based bingo and soft games operator looks to build on two decades of growth and innovation that have broadened the appeal of its games with the UK public.
Tombola has framed the Arcade relaunch as more than a cosmetic refresh, instead positioning it as a calculated move to drive player engagement in the most competitive segment of the UK igaming market. Marion Ryan, managing director of tombola, said the group is drawing on its long-standing expertise in responsible gaming and customer insight to shape a product tailored to its users.
“This isn’t just a product refresh,” Ryan told iGaming Expert. “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. Our customers deserve games featuring refreshed slots and instant-win titles built with them in mind.”
Tombola breaking UK grounds
Alongside product innovation, Tombola continues to rely heavily on major media partnerships as a core pillar of its marketing strategy. The operator remains closely aligned with ITV programming, most notably through its long-running sponsorship of I’m a Celebrity… Get Me Out of Here!, which provides mass-market exposure and direct acquisition opportunities via integrated app and broadcast campaigns.
The brand has also maintained a presence across light entertainment formats, including the revived Deal or No Deal on ITV, where it combines broadcast visibility with exclusive in-app games and second-screen engagement.
While no new headline sponsorships have been publicly disclosed for 2026, Tombola’s approach reflects a continuation of the “broadcast plus product” model—using mainstream TV partnerships to funnel audiences into its proprietary games and community-led experiences.
The strategy has been reinforced since its £405m acquisition by Flutter Entertainment in 2022, a move designed to diversify Flutter’s UK portfolio through Tombola’s soft gaming expertise and in-house content capabilities.
As competition intensifies in the UK’s casino-led market, Tombola’s dual focus on exclusive content and mass-reach sponsorships underlines a broader effort to scale beyond bingo while maintaining its distinct, player-first positioning.
