Tatts Group unifies lottery division under one brand

Australian wagering giant Tatts Group is positioning its lotteries division under a unified master brand, named “The Lott,” local media reports.

Tatts Lotteries COO Sue van de Merwe said the decision was needed to unify the lottery brands within the community.

“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,” said van de Merwe.

The new brand will be introduced from June 1 across all channels – retail, online and via the app.

“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,” added van de Merwe.

She believes the new brand will improve the experience for players and attract a larger audience.

Tatts CEO and managing director Robbie Cooke said he recognized the need for the Lotteries business to be unified after taking up his current role back in 2013.

“The channel umbrella brand initiative will build and unify the value of all lottery licensee entities operated by Tatts Group,” said Cooke.