Thursday 2. June, 2016

Tatts Group Rebrands All Lotteries Under The Lott Brand

Australia’s wagering and lotteries operator, Tatts Group, has launched an umbrella brand that all of its lotteries across seven jurisdictions in Australia, will fall under. The Lott will be a single unified brand with a new name and logo and it has been introduced from June 1 across all channels, including online, mobile and retail.

“Lotteries have evolved and we recognised we were ready for our next growth phase – our next evolution,” stated chief operating officer for the lotteries division, Sue van de Merwe. “While our game brands offer players a high level of trust and integrity with strong emotional attachment and community core values, we know the global landscape is changing and we needed to adapt our branding strategy to remain ahead of the game.”

“We’re confident the Lott, a derivative of the word lottery, captures the essence of our games that our customers know and love to play.”

All lottery operations run by the Tatts Group will fall under the umbrella brand, including Tatts, Tatts NT, NSW Lotteries, SA Lotteries and Golden Casket. The new name and logo were developed by the design agency Hulsbosch, in conjunction with Tatts Group.

“The new channel umbrella brand will build on the strength and market leading capability of the Tatts Group’s Lotteries business and puts the customer at the centre of the experience,” continued Ms. van de Merwe. “We’re focused on continuing to improve the experience for our players as we work hard to retain our loyal lottery players and attract new players to our popular lottery games that customers across the country love to play.”

Robbie Cooke, who took up the position of CEO of the company in 2013, said that he recognised the need for the lotteries business to be unified under a single simple brand.


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