Upbeat and down-to-earth, this is the nation's game - and we make sure everyone knows it.

Lotto's voice

Lotto 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.

Lotto is the game for everyone, the one we all grew up with and the natural first choice of the nation since 1994. As a result, we look to ground the game through a conversational, informal tone and headlines that ensure players feel part of something bigger.

Joyful

Lotto is the game that comes out of the blue (well, red) to create winning moments every single day... not just for players, but for the nation! Warm, inviting language like "good times" and "why not you?" help to spark players' imaginations.

Inclusive

Lotto's tone has a familiar, never formal, feel to it. It's conversational, using phrases that help players to feel like they're part of something bigger, like "this is our game".

Long form

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

Forget kicking a ball about for 90 minutes (not to mention extra-time) the nation's true favourite game can be found right here… welcome to Lotto.

It's the game that's already created winners from Skegness to Inverness. And you could be next! Join in the excitement for £2.00 with draws taking place every Wednesday and Saturday.

Short form

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