A Lotto instant recognition from worldwide gamblers

Granted that it’s no great feat to come up with the name Lotto if 49 other countries already use it, so no awards for originality there, but why the need for differentiation? Differentiation from what?

You can at least guarantee that when visitors from 49 other countries are looking for a little flutter they’ll know what they are getting. Instant disappointment.

Jonathan Roberts

Head of design and production

Lion Publishing

Oxford OX2 7DH

j.roberts@lion-publishing.co.uk