Continuing the restructure of its lottery division, Australian gambling operator Tatts Group has created unified brand ‘The Lott’, which will align the services of state lotto operators Golden Casket, New South Wales Lotteries, Tatts, South Australia Lotteries and Tatts Northern Territory.
New brand ‘The Lott’ will be introduced this June throughout all Tatts Group lottery assets and delivery channels (desktop, app and retail).
The move to unify its lottery assets, continues Tatts Group CEO Robbie Cooke’s initiative to simplify and align the corporation’s lottery assets, which have multiplied following a series of acquisitions.
The rebranding project was led by Tatts Lottery COO Sue Van de Merwe, with creative design agency Hulsboch Australia acting as advisor.
Speaking to marketing news source Adnews Australia, Van de Merwe commented on the project:
“We’re taking a long term approach to establishing the Lott as the single destination brand for Australia’s official lotteries – a one-stop lotteries shop for customers which will sit alongside the well-known and trusted state licensee brands,”
“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,”
Source: SBC News
