Company Profile: tombola

Background

Founded in 2006, tombola has established itself as Britain's largest online bingo site, offering a diverse range of unique, in-house developed games. The company's mission is to provide a fun, safe, and community-focused gaming experience, emphasizing low-stake play and responsible gambling practices. With a strong presence in the UK and expanding operations across Europe, tombola has become a significant player in the online gaming industry.

Key Strategic Focus

tombola's strategic focus centers on delivering exclusive bingo and arcade-style games developed entirely in-house. This approach ensures a unique gaming experience for players, differentiating tombola from competitors who rely on third-party software. The company targets a broad demographic, offering low-stake games to promote accessibility and responsible gambling. Primary markets include the UK, Italy, Spain, Denmark, Sweden, and the Netherlands, with plans for further expansion.

Financials and Funding

In January 2022, tombola was acquired by Flutter Entertainment for £402 million. Prior to the acquisition, tombola reported a revenue of £164 million and an EBITDA of £38.5 million for the financial year ending April 2021. The acquisition aimed to diversify Flutter's product offerings and enhance its position in the UK online gaming market.

Technological Platform and Innovation

tombola distinguishes itself through the development of proprietary gaming software, with all games designed and managed in-house. This strategy allows for continuous innovation and the creation of unique gaming experiences not available on other platforms. The company's technological capabilities are evident in its diverse game offerings, including various bingo formats and arcade-style games, all emphasizing low-stake play and community engagement.

Leadership Team

Following the acquisition by Flutter Entertainment, tombola's leadership integrated into Flutter's organizational structure. Key figures include:

Peter Jackson: CEO of Flutter Entertainment, overseeing tombola's operations within the group.

John A. Bryant: Chairman of Flutter Entertainment, providing strategic guidance.

These leaders bring extensive experience in the gaming and entertainment industries, guiding tombola's strategic direction and integration within Flutter Entertainment.

Competitor Profile

Market Insights and Dynamics

The online bingo market in the UK is highly competitive, with several established operators vying for market share. The industry has experienced significant growth, driven by increasing digital adoption and the popularity of online gaming. Key trends include a focus on responsible gambling, the development of unique game offerings, and the expansion into new markets.

Competitor Analysis

tombola's primary competitors include:

Jackpotjoy: Offers a wide range of bingo and casino games, known for its extensive game library and promotional offers.

Gala Bingo: Provides various bingo games and slots, emphasizing community engagement and regular promotions.

Mecca Bingo: Combines online and physical bingo experiences, offering a diverse range of games and events.

These competitors focus on providing diverse gaming options and engaging user experiences to attract and retain players.

Strategic Collaborations and Partnerships

tombola has engaged in several high-profile sponsorships to enhance brand visibility and community engagement, including:

Emmerdale: Sponsored the ITV soap opera in 2009, increasing brand exposure.

Loose Women: Sponsored the daytime chat show in 2014, reaching a broad audience.

I'm A Celebrity...Get Me Out Of Here!: Sponsored the popular reality show in 2017, further boosting brand recognition.

These partnerships have played a significant role in tombola's marketing strategy, aligning the brand with popular television programs to reach a wider audience.

Operational Insights

tombola's commitment to in-house game development provides a distinct competitive advantage, allowing for unique game offerings and rapid innovation. The company's focus on low-stake, responsible gaming appeals to a broad demographic, fostering a strong community of engaged players. Additionally, tombola's emphasis on customer service, with over 250 UK-based chat moderators, ensures a positive user experience.

Strategic Opportunities and Future Directions

Under Flutter Entertainment's ownership, tombola is well-positioned to leverage synergies within the group to enhance its product offerings and expand into new markets. Opportunities include: