Gigantic jackpots and a guaranteed UK Millionaire every game? That's worth getting excited about.

EuroMillion's voice

EuroMillions shares the brand's principles of 'joyful' & 'inclusive' to ensure TNL feels consistent across all games and touchpoints. However, the language it uses shifts to align with the game's distinctive character.

EuroMillions is famous all over the continent for its jacked-up jackpots, capable not just of making your day, but changing your whole life. The way we write about it should aim to capture these extraordinary possibilities - and get players imagining the unimaginable.

Joyful

We turn joyful up to 11 with EuroMillions, with hyperbolic descriptions and phrases like "drumroll, please" helping to give EuroMillions a sense of real anticipation

Inclusive

Even with jackpots this gigantic we always want people to feel welcome. So whilst aspirational, we always want our frame-of-references and language to be accessible and familiar.

Long form

An example of how we express ourselves across longer formats,
e.g. an about us section or email.

Drumroll, please... this is EuroMillions! The game with jackpots so big you can probably see them from outer space. Truly mind-boggling, jet-setting prizes that transform lives every Tuesday and Friday.

Short form

Some key examples for headlines, social media posts and other short-form environments.