Why the Tatts Group needs an umbrella for its lottery business

Why the Tatts Group needs an umbrella for its lottery business

Tuesday, June 7, 2016 Posted by Andy McCarron
Tatts Group wants to simplify its complex brand architecture

Australian gaming operator Tatts Group has said it is taking a ‘long-term approach’ with new branding for its diverse lottery business across the country.

Last week the firm revealed its new ‘umbrella brand’ – The Lott - which will sit above its lottery operations that span seven jurisdictions in Australia.

Elissa Lewis, General Manager at Tatts Group Lotteries, told TotallyGaming.com that the existing brands will still be visible for some time to come. She explained: “The Lott will operate as an umbrella brand for the Lottery businesses conducted in each jurisdiction by the licensee brands that includes: Golden Casket in Queensland; NSW Lotteries in New South Wales and the Australian Capital Territory; Tatts in Victoria and Tasmania; SA Lotteries in South Australia; and Tatts NT in the Northern Territory.

“The Lott will not replace the licensee brands but will sit alongside each of them to create a collective identity for Tatts Group’s Lotteries business. For example, the Lott – Australia’s Official Lotteries by Tatts.”

Lewis said that as The Lott will sit alongside each of the licensee brands to create a collective identity for Tatts Group’s Lotteries business and because of this the new brand will be gradually transitioned into all Lotteries marketing material.

She said: “We are significantly invested in ensuring the Lott is established as the single destination brand for Australia’s official lotteries. We recognise that this transformation does not happen overnight and that’s why we have kept a long term approach in mind while developing and launching the Lott.”

Tatts Group rebranded its wagering business to Ubet relatively recently and Lewis said that the experience of that helped inform the creation of The Lott. “It has been a collaborative team effort that has involved learning from and working with teams across the Tatts Group business including UBET.

“For more than twelve months Tatts Group has worked with Hulsbosch – one of Australia’s leading branding and design agencies – to create the new channel umbrella brand that is being introduced across all channels: retail, on-line and via the app. We’ve also been working with our Advertising agency GPY&R to design and implement new creative and our internal creative team have also added value along the way creating web and other critical assets.”

Lotteries Chief Operating Officer Sue van der Merwe said that the rebrand was part of Tatts Group’s next evolution. She commented: “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.  Our new brand is bold and simple. Inspired by the rainbow, our new symbol dynamically sweeps over the horizon to where you would expect to find a pot of gold.”

TotallyGaming Says: “The new unifying brand of The Lott is an initiative started by Tatts Group CEO and Managing Director Robbie Cooke, who wanted to simplify the complex brand architecture that had been created following its lottery acquisitions which had resulted in multiple retail lottery brands. William Hill had a similar challenge when it moved into Australia, initially pledging to use the existing legacy brands such as Sportingbet, Centrebet and TomWaterhouse.com. However before long the company decided to bring them all under the William Hill banner.”


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