Making extraordinary
happen for everyone

This is the reason we get out of bed in morning: The National Lottery’s purpose. It runs through everything we do. And with this guide at hand, together we can achieve it.

A NEW VISION

Since 1994, The National Lottery has changed millions of lives all over the UK with it’s games and the good causes it funds. And 25 years on, we want to reclaim our place at the heart of national life once more. To move with the times, encourage people everywhere to look at The National Lottery afresh and to connect with a new generation of players. How? By delivering on the brand promise.

BRAND PROMISE

We want every player to know they have the chance to win – and every player to know they can make a difference by playing The National Lottery. Because when we do that, we empower everyone, everywhere to imagine the extraordinary.

DELIVERING EXTRAORDINARY

This infinity loop is the engine of The National Lottery. It shows the duality of the brand, whereby play creates winners and funds good causes, which in turn promotes people to play.

To achieve our Fluency KPI, our new approach is all about ensuring that, whatever the touchpoint, whatever the occasion, the brand is as distinctive as can be. That it has a visual style all of its own and an unmistakeable way of expressing itself. Why? So that players and non-players alike know instantly, that this is The National Lottery.

BRAND FEELING

Creating an emotional connection between players and the brand is key to helping us achieve our Feeling KPI. Which is why our new direction and system is full of positivity at every level, ensuring people feel happy and upbeat every time they see and think of The National Lottery.

THE GAMES

We’re making extraordinary happen for everyone. But extraordinary means something different to everyone. It can be big or small. Fantastical or practical. Game-changing or day-making.

So the job isn’t to tell people what their extraordinary is – it’s to empower them to imagine it. And we do that by giving them a vibrant choice of games to pick from. Games full of personality and possibility.

GOOD CAUSES

We also see extraordinary things happen through our contribution to good causes. This is what makes us unique. There’s a positivity and feel-good factor about playing and feeling part of a wider community that makes The National Lottery something to be really proud of.

PLAYER PROTECTION

The goal is for a lot of people to dream big, and play small. So we always make sure to do right by players – ensuring they have all the support they need to play it safe, feel at home and feel secure – enabled to play their way.