Tombola reintroduces Arcade 2.0

(AsiaGameHub) –   Tombola has brought back its “arcade experience” to set its offerings apart from competitors in the UK iGaming sector and unlock new revenue streams.

The transition to an “Arcade 2.0 environment” aligns with the company’s 20th anniversary, as the Sunderland-based bingo and casual games operator seeks to build on two decades of growth and innovation that have expanded the appeal of its games among the UK public.

Tombola frames the Arcade relaunch as more than a superficial update; instead, it positions this as a strategic move to boost player engagement in the most competitive segment of the UK iGaming market. Marion Ryan, managing director of Tombola, stated that the group is leveraging its long-standing expertise in responsible gaming and customer insights to craft 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 standing out matters. We’re bringing 20 years of responsible gaming credentials, trusted brand heritage, and genuine innovation. Our customers deserve games with refreshed slots and instant-win titles designed specifically for them.”

Tombola Breaking New Ground in the UK

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 user 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 for 2026 have been publicly disclosed, Tombola’s approach reflects a continuation of the “broadcast plus product” model—using mainstream TV partnerships to direct audiences to its proprietary games and community-led experiences.

This strategy has been reinforced since Tombola’s £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 underscores a broader effort to expand beyond bingo while preserving its distinct, player-first positioning.