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Tatts groups rebrand its lotto department to “The Lott”

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Australian betting firm, Tatts Group has announced its plans to reposition its lotteries department under The Lott brand across all the seven jurisdictions including the states of New South Wales and Queensland.

Tatts group, the largest non-casino gambling firm, has said its new name and logo would be launched across all its communications channels. The company will introduce its new logo and name to all its customer-facing points of operations including its Tatts Lottery game for the rest of the Australian states.

Sue Van Der Merwe, the Lott’s chief operating officer said the lotteries market had evolved and they are ready for the next phase. Van Der Merwe was also quoted saying; “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.”

The Sydney-based lotteries group said its new logo and their identity took them over a year’s work with the designers in order for them to have a final product.

Image of Tatts Group Logo

How did The Lott come up with its name?

Van der Merwe went on to explain the name The Lott, which is a direct derivative of the word lottery will capture the essence of their games, which their customers know and love to play. The Operating officer further said; “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.”

Van der Merwe went on to add that the Tatts Group has a long and proud history of operating lotteries and delivering the dreams to the country.

As part of their rebranding, The Lott will launch across all the channels, including retail, online and mobile. According to a statement the group wants to establish themselves as a single destination brand for Australia’s lotteries.