Observed Signal · Jul 1, 2026 · Campaign Launch · Source: Meedia · Impact: 2/5 · Sentiment: Neutral
Lotto24 Shifts to Linear TV and Connected TV
Lotto24 launched a new brand campaign on 1 July 2026 in collaboration with creative agency c/o Setzkorn Kemper to strengthen the lottery platform’s image and emphasise its comparatively large number of winning opportunities. The campaign includes a spot titled "Lotto24 Gewinnbringer" and aims to show what differentiates Lotto24 from competitors. The article notes Lotto24’s previous 2023 campaign was the company’s largest advertising effort to date. (This report overlaps with related coverage that describes the campaign’s broader media plan, which shifts emphasis toward video channels including linear TV and Connected TV.)
Brand-level campaign shows an advertiser shifting media budget toward digital and connected video (CTV and linear TV), illustrating ongoing media-mix trends and agency relationships, but it is not industry‑shifting.
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Key Takeaways & Evidence Grounding
- Lotto24 launched a new brand campaign with creative agency c/o Setzkorn Kemper.
- The campaign aims to strengthen Lotto24's image and highlight the platform's comparatively numerous winning opportunities.
- The creative work includes a spot called "Lotto24 Gewinnbringer."
- Lotto24's prior campaign in 2023 was the company's largest advertising measure to date.
- Article publication date: 2026-07-01.
Connected Companies & Entities
8 Entities mapped“For planning and further media tasks, Lotto24 is supported by the Hamburg agency Initiative; the Omnicom agency relationship was agreed in 2...”
“The article refers to Initiative as an Omnicom agency that recently began working for the local client....”
“The linear-TV mix includes channels from the Ad Alliance such as RTL and Vox....”
“The media mix also includes channels from Seven.One Entertainment like ProSieben and Sat.1....”
“The campaign's linear-TV mix is supplemented by niche channels such as ntv....”
“ProSieben is named as part of the Seven.One Entertainment channels included in the campaign....”
“c/o Setzkorn Kemper previously launched with founding client Otto (mentioned as the agency's original client)....”
“RTL is listed as one of the broadcasters included in Lotto24's broad linear-TV placement strategy....”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Unbound Media Wins Sachsenlotto Media Account
Düsseldorf-based agency Unbound Media (formerly Crossmedia) has been awarded the media account for Sachsenlotto (Sächsische Lotto GmbH) after a tender that began in autumn of the previous year. The assigned media volume is reported to be in the eight-figure range. The mandate covers media strategy and media planning for Sachsenlotto; the article notes Unbound Media will handle activities for products such as Eurojackpot. The decision was published by Horizont on 19 August 2026.
Thjnk launches 'Feel Glück' campaign for Lotto Baden-Württemberg
Thjnk Munich has unveiled its first work for Lotto Baden-Württemberg after winning the account in a pitch last year. The new brand campaign, titled "Feel Glück", brings the state's entire lottery portfolio under a single brand roof and centers on surprised, joyful reactions when people learn they have won. The campaign includes a 45-second cinema spot with shorter cuts for TV, streaming, digital and social channels, as well as multi-stage out-of-home, point-of-sale materials and radio spots. The spot was produced by Akkurat and directed by Robin Polák, with postproduction by Recom and music by Not A Machine.
RTL+ and WestLotto launch 'Local Hero Bingo!'
RTL Deutschland and WestLotto have partnered to launch a branded-entertainment quiz show titled "Local Hero Bingo!" on RTL+ starting 27 September 2026. Hosted by Amiaz Habtu, the program highlights volunteers from North Rhine-Westphalia who compete to win prizes for their organizations, while also presenting the 25 weekly lottery numbers in three blocks. The format is produced by RTL Studios together with WestLotto, will include social-media content for WestLotto channels, and will be marketed by the Ad Alliance. The show is a labeled advertising program aimed at attracting younger viewers to the new bingo lottery.
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