The Rise of National Lottery: A New Corporate Brand Identity
A historic moment unfolded on May 25th, 2022, as National Lottery plc, a subsidiary of the IZI Group, introduced its new corporate brand identity — NATIONAL LOTTERY. This unveiling marked the end of the Maltco Lotteries era, ushering in a truly national lottery that encapsulates the essence of Maltese identity.
In an event set against the picturesque backdrop of Mdina Ditch, Mr. Franco De Gabriele, Chief Commercial Officer of IZI Group, addressed the audience, shedding light on the journey that led to the award of the national concession to operate Malta’s major gaming enterprise. After 18 years since the privatization of Malta’s national lottery in 2004, the reins are now in the hands of a wholly owned Maltese company.
Restoring National Identity
Mr. De Gabriele expressed pride in the company’s mission to provide a local, innovative, and high-quality service. The decision to re-establish ‘National Lottery’ as the corporate brand identity is a pivotal step in restoring the national identity of this concession—a service provided by the Maltese for the Maltese.
“We are proud that after 18 years since the privatisation of the national lottery of Malta in 2004, the lottery will be operated for the first time by a wholly owned Maltese company, whose mission is to provide the market with a service that is local, innovative and of the highest levels of quality. Our first decision was to re-establish ‘National Lottery’ as the corporate brand, restoring the name after a very long absence. This is the first step towards bringing back the national identity of this national concession, a service provided by the Maltese to the Maltese.”
Exciting Developments on the Horizon
The IZI Group is poised to bring significant improvements to existing products with their new brand identity, introduce new additions to enrich the current portfolio, and invest in advanced systems to ensure the highest standards and compliance frameworks. Commencing on July 5th, 2022, a new era in gaming in Malta will unfold, marking a transformative chapter for the national lottery.
Mr. De Gabriele also acknowledged the indispensable role of Lottery Agents, essential front liners in the national lottery ecosystem. Their dedication and entrepreneurship form fundamental components of the lottery’s success. Additionally, he commended the tireless efforts of the company’s employees, ensuring the delivery of a world-class lottery service.
Reflecting on Tradition
As part of the event unveiling the new brand identity, an audio-visual production showcased the historic development of Malta’s lottery on the Mdina bastions. The short film symbolically depicted the deep-rooted tradition of the Maltese people’s connection with National Lottery games and highlighted the lottery’s strategic contribution to society.
National Lottery plc is set to take over the operation of Malta’s national lottery from Maltco Lotteries on July 5th, 2022. The eagerly anticipated first Lotto draw under the new management and brand identity is scheduled for Saturday, July 9th, 2022, at 20:35hrs.
IZI Group is committed to providing unique gaming experiences in responsible and safe environments. We emphasize responsible gaming practices and encourage patrons to visit the Responsible Gaming Foundation at Responsible Gaming Foundation for support and information. All IZI Group plc operations are licensed by the Malta Gaming Authority under the Gaming Act Chapter 583 of the laws of Malta.