Tatts Group is repositioning its Lotteries division under a unified master brand for lottery operations, including Golden Casket, NSW Lotteries, Tatt, SA Lotteries and Tatts NT.
Lotteries COO Sue van de Merwe said the decision to rebrand was made to bring the brand into the next stage of evolution in a disrupted market.
“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,” van de Merwe says.
The Lott launches with a new name and logo across all customer touch points and channels including retail, online and through the app. Design agency Hulsboch worked with Tatt Group to create the new branding.
“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,” van de Merwe says.
She believes the new umbrella brand will improve the experience for players and ultimately attract a larger audience.
After stepping into the role of CEO and MD at Tatts Group in 2013, Robbie Cooke recognised the Lotteries business needed to be unified by simplifying the complex brand architecture that had been created following its lottery acquisitions which had resulted in multiple retail lottery brands.
“The channel umbrella brand initiative will build and unify the value of all lottery licensee entities operated by Tatts Group,” Cooke added.
The new brand will be operational from 1 June as Tatts Group’s Lotteries business continues to be the national icon of lotteries in Australia.
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