Will the Lotto Change its name
24/09/2009 10:58:54
Last week a ruling by the high court decided that the Lotto name was generic and couldn’t be used exclusively by the UK National Lottery. After Camelot worked so hard rebranding the UK National Lottery as UK Lotto World Lottery News wonders if the Lotto will have another name change? Any name change by a company as big as the National Lottery is going to incur massive costs with new branding and advertising and that’s why this decision by the courts must have come as a huge blow to the company.
As Camelot are well aware, changes to the branding of their main UK National Lottery game are costly. It was just a few years ago that the UK National Lottery became UK Lotto and with the massive advertising campaign, new branding and new play terminals for the lottery this must have come in at many millions of pounds.
 |
UK National Lottery (UK) |
|
UK National Lottery (Outside UK) |
It was just a few months ago that the National Lottery slogan changed to ‘Think Lotto’ and with it came a new advertising campaign but now that the courts have ruled that the lotto name is generic the question we pose is will the lotto change its name yet again? Will this ruling be the end of the Think Lotto slogan and what would you suggest the new name would be? Think Balls, or Think Lucky maybe doesn’t have the same ring to it and we believe that the UK National Lottery are likely to want to keep the word Lotto is its title. This of course leaves them with a great dilemma as the word lotto is now considered to be generic.
Very recently Camelot announced that they would be introducing brand new play stations for the lotto after one company won a major contract to rebrand and redesign the terminals. Would this be a good time to make any other major changes to the lottery? Personally we think it may be but it would certainly put a spanner in the works for the date the new play stations are set to be introduced.
It’s quite possible and no doubt Camelot, who run the UK National Lottery will now be coming up with ideas to make the name unique again. Just what those ideas will be we are yet to see, maybe they’d like to take a look at some of our ideas and take some inspiration, although we’re not sure our ideas are very inspirational.
Will this speculation come to anything? I guess we’ll have to wait and see but it’s something that we at WorldLottery will be watching closely.
Written by Kath C
Page Last Updated: 18/06/2010 10:48:37
