49's LTD Brand Manual Brand Guidelines - HandelGothic

49s Ltd Brand Manual
Introduction
This Manual been produced to assist you in the reproduction of the logos in the
49s portfolio. It also includes useful background details on each brand, as well
as information about 49s Ltd and its role within the betting industry.
By adhering to the guidelines contained in this manual, you help us promote a
consistent image across the industry.
Thank you for your involvement in this process.
If you have any queries, please do not hesitate to contact us:

49s Ltd
Regency House 1-4 Warwick Street London W1B 5LT
T 020 7734 4901
F 020 7734 4994
E info@49s.co.uk
W www.49s.co.uk

Contents
Section 1 Irish Lotto Bet Virtual Racing

49s Ltd
01 Who we are 11 Our product 28 Our product
02 Brand architecture 12 Our audience and personality 29 Our audience and personality
How we look: How we look:
13 At a glance 30 At a glance
14 Our logo 31 Our logo
15 Colour reproduction 32 Colour reproduction
16 Exclusion zone and minimum size 33 Exclusion zone and minimum size
17 What not to do 34 What not to do VHR and VGR
18 Campaign material 35 Campaign material:
Section 2 Virtual Horse and Greyhound Racing
Our brands 36 Campaign material: combined material
49s Rapido
03 Our product 19 Rapido: our product Section 3

04 Our audience and personality 20 Heads or Tails: our product Appendices
How we look: 21 Our audience and personality 37 Appendix 1: 49s Ltd chronology
05 At a glance How we look: 38 Appendix 2: useful contact details
06 Our logo 22 At a glance
07 Colour reproduction 23 Our logo
08 Exclusion zone and minimum size 24 Colour reproduction
09 What not to do 25 Exclusion zone and minimum size
10 Campaign material 26 What not to do
27 Campaign material

Section 1
49s Ltd
Who we are 01
49s Ltd is the betting industry organisation responsible for supplying Fixed Odds
Numbers Betting events to over 9,000 Licensed Betting Shops (LBOs) in the
UK and Ireland.
The organisation was formed in 1996 as a direct response to the launch of the
UK National Lottery which started the previous year. The betting industry analysed
the new phenomenon of mass fascination with numbers based betting and a
strategic decision was made to introduce new products and services which
opened up a new betting market for the industry. Current products offered by
49s Ltd are 49s, Rapido, Irish Lotto Bet, Virtual Horse Racing and Virtual Greyhound
Racing.
49s Ltd is funded by LBOs who subscribe to SIS (Satellite Information Systems)
which broadcasts the daily racing programme into their shops. As a result all
marketing materials must be relevant to the whole industry.
A short chronology of 49s Ltd can be found in Appendix I.
Brand architecture 02
49s Ltd
Numbers betting Virtual racing

Section 2
Our brands
49s

49s: our product 03
What is it?
49s is a draw that takes place twice daily (lunchtime
at 12:49 and teatime) on SIS. Six balls plus a Booster
Ball are drawn from balls marked 1-49.
Terminology
A common mistake is to confuse 49s Ltd (the company)
and 49s (the product). The product should NOT be
described as 49ers.
How much can I win?
Numbers selected 6 number draw 7 number draw

and matched (including Booster Ball)
1 7 6
2 54 39
3 601 330
4 7,200 3,800
5 125,000 40,000
Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on 49s can be promoted nationally. This is because
returns on the four and five number bets exceed the payout levels of some bookmakers.

49s: our audience and personality 04
Target audience
Regular betting shop customers, male 40 yrs 60 yrs+, C2DE*.
68% of customers bet on both draws and more than half of all bets
struck on 49s are for the three number draw.
*Source 49s Ltd U&A Survey 2005
Personality
Being the longest established brand, 49s is very familiar to regular
betting shop customers and with its Lotto type format, is viewed
as easy to play. It is seen as credible and offers better value than
other Lotteries. The Betting Mans Lottery.
USP
Pick 3 Match 3 Win 601*
*For a 1 stake

How we look: at a glance 05
The elements below (logotype, strapline, colour and typography) make up the 49s brand identity. When used
together, these design elements create a strong and impactful personality. Our brand identity has been created
from specially drawn letterforms and must endorse each item of communication. The logotype and the strapline
must always be reproduced from the master artwork and must never be redrawn or modified. Inconsistent use
of the logotype will lessen the impact and recognition of the 49s product. The Booster logo only tends to be
used with on-screen presentations and on betting slips. If you wish to use this logo in any other capacity please
contact 49's Ltd (see Appendix 2).
49s Orange
Helvetica Extra Compressed

PANTONE Orange 021
#FF6600
R.255 G.102 B.000
ABCDEFGHIJKLMNOPQRSTUVWXYZ
49s Blue
PANTONE 301 abcdefghijklmnopqrstuvwxyz
1234567890
Colours
#006699
The colours illustrated opposite are used to create our brand identity:
R.000 G.102 B.153 49s Orange, 49s Blue and black. This colour palette can also be used
to colour headlines and body copy within our print communication.The
Black CMYK percentages for 49s Orange and 49s Blue are the preferred
percentages and do not match the percentages for the PANTONE Typography
colours quoted. The primary corporate font is Helvetica Extra Compressed. It has been
PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system. PANTONE is a registered chosen for its simple and contemporary style. Helvetica Extra Compressed
trademark of Pantone, Inc. should be used for all our print communication.

How we look: our logo 06
Illustrated below are the permitted versions of the 49s brand identity with strapline. The same set of rules applies
to the 49s brand identity without strapline.
49s logotype with strapline on an orange 49s logotype with strapline on a white background. Black and white 49s logotype with strapline on a Black and white 49s logotype with strapline on a
background. Please note the colour of the drop Please note the drop shadow appears in greyscale greyscale background. Please note the tint value white background. Please note the tint value of the
shadow prints as a darker tint of the orange when printed on a white background. Be sure to of the drop shadow to the strapline differs to when drop shadow to the strapline differs to when printed
background, which is different to when printed use the correct version of the master artwork. printed on a white background. on a greyscale background.
on a white background. Be sure to use the
correct version of the master artwork.

How we look: colour reproduction 07
The 49s logotype is always printed as special colours never out of four colour process. The logotype can only
be reproduced either on an orange or white background or if required on a photographic background and must
never be placed on top of a coloured (other than those specified) or textured background.
When printing on a photographic background the

logotype should be placed on a clear sympathetic
area of the image.
49s Orange
PANTONE Orange 021
#FF6600
R.255 G.102 B.000
49s Blue
PANTONE 301
#006699
R.000 G.102 B.153
Black

How we look: exclusion zone and minimum size 08
The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any
graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below
by the blue keyline. It is calculated using the x height of the letterform s taken from the 49s logotype.
15mm
x x
x is equal to the height Minimum size

x of the letterform s The minimum size for reproducing the 49s
logotype without a strapline is 15mm.
x x
x x
20mm
x is equal to the height

x of the letterform s
Minimum size
The minimum size for reproducing the
49s logotype with a strapline is 20mm.
x x

How we look: what not to do 09
reproduction.

Never change the colour of the logo in full colour

Apart from black and white reproduction, never change
the colour of the logo to a single colour reproduction.

Never change the size of any element within the
logotype design.
Never place typography across the logotype.

Never place the logo on a confusing or contrasting
background.
Never distort the logo in any way.

49s Ltd B rand M anual
Campaign material 10
Illustrated below is an example of our print communication. All the design elements of our brand identity have
been used: logotype, colour and typeface in a strong creative solution.
All campaign materials should include the following:

The USP Pick 3 Match 3 Win 601*
PANTONE Orange 021 should be a predominant colour

The 49s Logo should be accompanied by the R symbol
indicating that it is a protected trademark.
The 49s logo and the strapline The Twice Daily Draw
Telephone results line 08718 778899

Our URL: www.49s.co.uk

Irish Lotto Bet

Irish Lotto Bet: our product 11
What is it?
The Irish Lotto Bet is based on the outcome of the Irish National Lotto which is drawn in Ireland every Wednesday
and Saturday and shown on RTE. There are three draws each evening, a Main, 2nd and 3rd draw. Six Balls plus
a Bonus Ball are drawn from balls marked 1-42. The draw is not broadcast on SIS but results are available from
a number of sources (see Useful contact details in Appendix 2). As it would not be appropriate to call the product
The Irish Lotto Bet in Ireland, it is known as Lucky Numbers in both Northern and Southern Ireland.
Terminology
It should not be called Irish Lotto but always Irish Lotto Bet. This differentiates it from the Irish Lotto Draw. Irish
Lotto Bet was known as the Irish Lottery Bet until July 2002. The abbreviation ILB is occasionally used when
the product is described more than once in certain marketing material e.g. staff communications.
How much can I win?

Numbers selected 6 number draw 7 number draw
and matched (including Bonus Ball)
1 6 5
2 42 30
3 501 216
4 4,096 1,785
5 44,371 16,807
Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on the Irish Lotto Bet can be promoted nationally. This
is because returns on the four and five number bets exceed the payout levels of some bookmakers.

Irish Lotto Bet: our audience and personality 12
Target audience
National Lottery players, non-regular betting shop customers, bias towards the older customer 53% are over
55. The product has the highest proportion of female customers of all the 49s brands (22%)*.
Personality
The Irish Lotto Bet is friendly and light-hearted, drawing heavily on its Irishness. It is simple to play and as such
accessible to those who arent regular betting shop customers.
USP
Pick 3 Match 3 Win 501*
*For a 1 stake

The elements below (logotype, colour, typography and strapline) make up the Irish Lotto Bet brand. When used
together, these design elements create a strong and impactful identity. Our brand identity has been created from
specially drawn letterforms and must endorse each item of communication. The logotype must always be
reproduced from the master artwork and must never be redrawn or modified. Inconsistent use of the logotype
will lessen the impact and recognition of the Irish Lotto Bet brand.
Irish Lotto Bet Green AG Old Face Bold

PANTONE 355
C.100 M.0 Y.91 K.6 ABCDEFGHIJKLMNOPQRSTUVWXYZ
#009966 R.000 G.153 B.102 abcdefghijklmnopqrstuvwxyz
Irish Lotto Bet Purple 1234567890
PANTONE 2685
C.100 M.94 Y.0 K.0 Colours Typography
#660099 R.102 G.000 B.153 The colours illustrated opposite are used to create our brand The primary corporate font is AG Old Face Bold. It has been
identity: Irish Lotto Bet Green and Purple. This colour palette chosen for its simple and contemporary style. AG Old Face
C.0 M.15 Y.94 K.0 Irish Lotto Bet Yellow can also be used to colour headlines and body copy within our Bold should be used for all our print communication.
#FFCC00 R.255 G.204 B.0 PANTONE 116 print communication. Irish Lotto Yellow and Orange are to be
used as highlight colours within a design layout.The CMYK
C.0 M.60 Y.100 K.0 Irish Lotto Bet Orange percentages for Irish Lotto Green, Purple, Yellow and Orange
#FF6600 R.255 G.102 B.0 PANTONE 165 are the preferred percentages and do not match the percentages PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system.
for the PANTONE colours quoted. PANTONE is a registered trademark of Pantone, Inc.

Illustrated below are the permitted versions of the Irish Lotto Bet brand identity.
The full colour brand identity can either be reproduced on a white

background or reversed out of a purple background when a
white keyline is used around the logotype.
The greyscale brand identity can either be reproduced on a white

background or reversed out of a black background when a white
keyline is used around the logotype.
A single colour brand identity can either be reproduced on a white

background or reversed out of a green background when a white
keyline is used around the logotype. Green is the only permitted
colourway for a single version.

The Irish Lotto Bet and Lucky Numbers logotypes are reproduced out of four colour process and can be either
printed on a purple or white background or if required on a photographic background. When full colour printing
is not available our logotype can be printed as a single colour green version. The logotype must never be placed
on top of a coloured (other than those specified) or textured background.
Irish Lotto Bet Green

PANTONE 355
C.100 M.0 Y.91 K.6
#009966 R.000 G.153 B.102
Irish Lotto Bet Purple

PANTONE 2685
C.100 M.94 Y.0 K.0
#660099 R.102 G.000 B.153
When printing on a photographic background the logotype should C.0 M.15 Y.94 K.0 Irish Lotto Bet Yellow
be placed on a clear sympathetic area of the image. #FFCC00 R.255 G.204 B.0 PANTONE 116
C.0 M.60 Y.100 K.0 Irish Lotto Bet Orange
#FF6600 R.255 G.102 B.0 PANTONE 165

by the blue keyline. It is calculated using the x height of the letterform I taken from the Irish Lotto Bets logotype.
x x 20mm

of the letterform I x
Minimum size
The minimum size for reproducing the Irish
x x Lotto Bet logotype is 20mm.

reproduction.

Never change the colours of the logo in full colour

Never change the colour of the logo to a single colour
reproduction other than Irish Lotto Bet Green or Black.

logotype design.

Never place typography across the logotype. Never place the logo on a confusing or contrasting Never distort or redraw the logo in any way.
background.

Campaign materials 18
Illustrated below are two examples of our print communication. All the design elements of our brand identity
have been used: logotype, colour and typeface in a strong creative solution.
The Irish Lotto Bet logo

(include R symbol or TM if using the lucky Numbers logo)
Purple and Green should be predominant colours
Please note, the Lucky Numbers logo is used in

exactly the same way as the Irish Lotto Bet logo with
the same guidelines applying throughout.

Rapido

Rapido: our product 19
What is it?
Rapido is a fast action numbers draw based on an internationally known game format
called 'Keno' in which 20 numbers are drawn from 80. The number of draws broadcast
on SIS varies depending on the daily race programme. Customers can win up to 80,000*
by matching 10 numbers. Payouts vary according to the numbers selected and matched
eg a customer betting on 5 numbers and matching 4 of them still wins 20.
* Bookmakers payouts vary
How much can I win?

Numbers correct Numbers selected
1 2 3 4 5 6 7 8 9 10
0 1 1 1
1 3.25
2 13 1 1
3 45 8 2 1
4 64 20 7 2 1
5 540 80 20 6 4 4
6 1,250 400 50 25 20
7 6,400 1,600 250 80
8 24,000 6,400 400
9 64,000 8,000
10 80,000
Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on Rapido can be promoted nationally.
49s Ltd B rand M anual This is because returns on some of the higher selections exceed the payout levels of some bookmakers.
Heads or Tails: our product 20
What is it?
Heads or Tails is an additional bet opportunity introduced on Rapido in March 2002. The
80 number grid of a Rapido draw is divided into 2 sections: 1-40 Heads and 41-80 Tails.
The customer predicts whether 11 or more of the 20 numbers drawn will be a Heads or a
Tails result, or whether 10 numbers will come from each section giving a Level result.
How much can I win?
Bet Odds *Payout based on 5 stake
Heads Evens 10
Tails Evens 10
Level 3/1 20
* Returns include 5 stake

Our audience and personality 21
Target audience
Regular betting shop customers, daily race by race customers. Male (90%*)
Personality
Rapido is a spontaneous fast and frequent numbers event. It is seen as
offering good value for money as more numbers are involved.
USP
The Rapido USP is essentially the Heads or Tails bet.

The elements below (logotype, colour, typography, strapline and property) make up the Rapido (and Heads or
Tails) brand identity. When used together, these design elements create a strong and impactful identity. Our
brand identity has been created from specially drawn letterforms and must endorse each item of communication.
The logotype must always be reproduced from the master artwork and must never be redrawn or modified.
Rapido Blue Rapido Yellow

PANTONE 2945 #006699 PANTONE 604 #FFFF33
C.100 M.72 Y.0 K.20 R.0 G.102 B.153 C.8 M.100 Y.0 K.0 R.255 G.255 B.51
Rapido Red Black

PANTONE 032 #FF3333
C.100 M.100 Y.0 K.0 R.255 G.51 B.51
Colours Typography
The colours illustrated above are used to create our brand identity: Rapido Red, Blue, Yellow and The primary corporate font for both Rapido and Heads or Tails is Handel Gothic. It has been chosen for its
Black. This colour palette can also be used to colour headlines and body copy within our print simple and contemporary style. Handel Gothic should be used for all our print communication.
communication. The CMYK percentages for Rapido Red, Blue and Yellow are the preferred
percentages and do not match the percentages for the PANTONE colours quoted.
PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system.
PANTONE is a registered trademark of Pantone, Inc.

Illustrated below are the permitted versions of the Rapido and Heads or Tails brand identitiy.
The full colour Heads or Tails brand identity can The full colour Heads or Tails brand identity can The full colour Rapido brand identity can either The full colour Rapido brand identity can either be
either be printed on a white or yellow background. either be printed on a white or yellow background. be printed on a white background or its own printed on its own property background or
property background. alternatively a white background.
The greyscale Heads or Tails brand identity can The greyscale Heads or Tails brand identity can The greyscale Rapido brand identity can either be The greyscale Rapido brand identity can either be
either be printed on a white or greyscale background. either be printed on a white or greyscale background. printed on a white background or its own property printed on its own property background or
background. alternatively a white background.

The Heads or Tails, Rapido logotypes and property are reproduced out of four colour process. The Rapido
logotype can be printed on its property, a yellow background, white background or if required a photographic
background. The Heads or Tails logotype can be printed on a yellow or white background or if required a
photographic background. The logotypes must never be placed on top of a coloured (other than those specified)
or textured background.
Rapido Blue
PANTONE 2945 #006699
C.100 M.72 Y.0 K.20 R.0 G.102 B.153
Rapido Red
PANTONE 032 #FF3333
C.100 M.100 Y.0 K.0 R.255 G.51 B.51
Rapido Yellow
PANTONE 604 #FFFF33
C.8 M.100 Y.0 K.0 R.255 G.255 B.51
Black
When printing either Heads or Tails and Rapido on

a photographic background the logotypes should
49s Ltd B rand M anual be placed on a clear sympathetic area of the image.
by the blue keyline. It is calculated using the x height of the central eliptical shape taken from the Rapido
logotype and in the case of Heads or Tails, one-third of the overall height.
x x x x
x is equal to one third
x of the overall height
x of the central elipse
x x x x
25mm 15mm
15mm
Minimum size Minimum size

The minimum size for reproducing The minimum size for reproducing
the Rapido logotype with a strapline the Head or Tails logotype is 15mm
is 25mm and without is 15mm.



Never change the colour of the logo to a single colour

reproduction. reproduction. logotype design.
THE BOOKMAKERS

CHOICE

Never place the logo on a confusing or contrasting

Never distort or redraw the logo in any way.
background.

Campaign material 27
Illustrated below are two examples of our print communication. All the design elements of our brand identity have
been used: logotype, colour, typeface and strapline in a strong creative solution.
All Rapido campaign materials Heads or tails specific promotion

should include the following: should include the following:
The Rapido logo with the strapline
More Wins More Often
(including the R symbol)
Use of property where possible The strapline Double your Money
The colour palette of red/black/yellow

should be used
The Heads or Tails logo. The Rapido logo

should not be used in this instance
Reference to Heads or Tails including logo
Our URL: www.49s.co.uk

Virtual Racing

Virtual Racing: our product 28
Product
Virtual Racing is a computer generated presentation of a random
number draw in which each number is represented by a different
horse or greyhound. The first number generated decides which
runner wins the race, followed by which ones are placed and the
rest of the finishing order. All runners have fixed odds which reflect
their chance of winning. The races are broadcast daily on SIS in real
time and with live commentary. There are 3 Virtual Horse Racing
tracks Portman Park (flat) and Steepledowns (hurdles) which are
broadcast on alternate days and Sprint Valley broadcast everyday.
There are also two Virtual Greyhound Racing tracks Millersfield and
Brushwood (hurdles) also broadcast on alternate days.
Betting
The runners are printed in the Betting Shop Display Sheet version
of the Racing Post which is displayed in betting shops and customers
can bet on each race as they do on real horse racing or real greyhound
racing.
Terminology
Virtual Horse Racing and Virtual Greyhound Racing are occasionally
shortened to VHR and VGR respectively in certain marketing material
e.g. staff communications.
Virtual Racing: our audience and personality 29
Target audience
Regular betting shop customers, strong male bias (93%) less old profile vs others Numbers Betting players,
(39%) in 35 54 age group*.
Personality
An innovative and easy way to bet between races. Computer generated fun close to reality.
USP
All the drama and excitement of the real thing without the form.

The elements below (logotype, colour, typography and strapline) make up the Virtual Racing brand identity. When
used together, these design elements create a strong and impactful identity. Our brand identity has been created
from specially drawn letterforms and must endorse each item of communication. The logotype must always be
reproduced from the master artwork and must never be redrawn or modified.

Theres nothing virtual about a winner

20% Virtual Racing Green
Typography
The primary corporate font is Akidenz Grotesk Bold Italic. It has Akidenz Grotesk Bold Italic
PANTONE 363
C.76 M.0 Y.100 K.23
#339933
R.51 G.153 B.51
been chosen for its simple and contemporary style. Akidenz
Grotesk Bold Italic should be used for all our print communication. ABCDEFGHIJKLMNOPQRSTU
20% Virtual Racing Red Colours abcdefghijklmnopqrstuvwxyz
PANTONE 1805
C.0 M.91 Y.100 K.23
#CC3333
R.204 G.51 B.51
The colours illustrated opposite and their respective tints illustrated
below are used to create our brand identity: Virtual Racing Green, 1234567890
Red and Brown. This colour palette can also be used to colour
40% Virtual Racing Brown headlines and body copy within our print communication.The
PANTONE 478 #663333 CMYK percentages for Virtual Racing Green and Red are the
C: 70 M 90 Y 100 K 0 R.102 G.51 B.51 preferred percentages and do not match the percentages for
the PANTONE colours quoted.
PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system.
PANTONE is a registered trademark of Pantone, Inc.

Illustrated below are the permitted versions of the Virtual Racing brand identities.
Virtual Horse Racing logotype is always reproduced Virtual Greyhound Racing logotype is always reproduced
in full colour and appears on a white background. in full colour and appears on a white background.
A greyscale version of the Virtual Horse Racing logotype is A greyscale version of the Virtual Greyhound Racing logotype
permitted and is always to appear on a white background. is permitted and is always to appear on a white background.

The Virtual Racing logotypes are reproduced out of four colour process. The logotypes must never be placed
on top of a coloured (other than those specified), textured or photographic background.
Virtual Greyhound Racing logotype shown on a 20% background tint of Virtual Racing Green Virtual Greyhound Racing logotype shown on a 40% background tint of Virtual Racing Brown
Virtual Racing Green Virtual Racing Red Virtual Racing Brown

PANTONE 363 #339933 PANTONE 1805 #CC3333 PANTONE 478 #663333
C.76 M.0 Y.100 K.23 R.51 G.153 B.51 C.0 M.91 Y.100 K.23 R.204 G.51 B.51 C: 70 M 90 Y 100 K 0 R.102 G.51 B.51

by the blue keyline. It is calculated using the x height of the letterform V taken from the Virtual Greyhound
Racing logotype.
x x x x

x x x x
x is equal to half the length of the HORSE RACING x is equal to half the length of the GREYHOUND RACING
16mm 16mm

Minimum size Minimum size

The minimum size for reproducing the The minimum size for reproducing the
Virtual Horse Racing logotype is 16mm. Virtual Greyhound Racing logotype is 16mm.

How we look: what not to do VHR and VGR 34
reproduction.


Never change the colour of the logo to a single
colour reproduction.

logotype design.
THE BOOKMAKERS CHOICE


Never place the logo on a coloured background unless
it is one of the specified tints.

Never distort or redraw the logo in any way.

Campaign materials: Virtual Horse and Greyhound Racing 35
been used: logotype, colour and typeface in a strong creative solution. See overleaf on page 40 for
mandatories to be included on Virtual Racing combined material.
Virtual Greyhound Racing logo Virtual Horse Racing logo
The strapline The strapline

Theres Nothing Virtual About a Winner Theres Nothing Virtual About a Winner

Campaign materials: combined material 36
been used: logotype, colour and typeface in a strong creative solution.
The strapline
Theres Nothing Virtual About a Winner
Virtual Greyhound Racing &

Virtual Horse Racing logos

Section 3
Appendices
Appendix 1: 49s Ltd chronology 37
December 1996 49s Ltd formed. 49s Bet Launched

June 1998 Introduction of new numbers bet Magic Numbers
August 1999 Rapido replaces Magic Numbers Bet
September 1999 Prevented from taking bets on the UK National Lottery, agreement was reached for all
UK Bookmakers to promote a generic Irish Lottery Bet brand
April 2000 Commencement of the first 1m Irish Lottery Bet Campaign across the industry
May 2001 Introduction of Hatrick
September 2001 Betting Tax abolished (some new odds on 49s and Rapido introduced as a result)
May 2002 Withdrawal of Hatrick and launch of first Virtual Horse Racing track Portman Park
June 2002 Irish Lottery Bet becomes Irish Lotto Bet
November 2002 Steepledowns Virtual Horse Racing jumps track launched
May 2003 Virtual Greyhound Racing launched Millersfield
December 2003 Second VGR hurdles track launched Brushwood
February 2005 New graphics launched for virtual Horse Racing
April 2005 Sprint Valley - New virtual Horse Racing track landed.
January 2006 Industry standard change in payouts on 49s (from 560 to 601) and on Irish Lotto
Bet (from 460 to 501)
December 2006 49s is 10 years old

Appendix 2: useful contact details 38
49s Ltd Slips

Regency House 1-4 Warwick Street London W1B 5LT 49s Ltd are responsible for maintaining communication to the industry including slip
T 020 7734 4901 printers requiring odds changes etc. If you require a supply of slips to promote 49s,
F 020 7734 4994 Irish Lotto Bet or Rapido, these can be obtained from the following printers:
E info@49s.co.uk
W www.49s.co.uk Alice Graphics 0116 277 1808
Martin Press 01708 522 104
SIS Ritchie UK 01563 528711
Rosehill Press 01709 377 430
SIS (Satellite Information Systems) Ltd is responsible for providing data, information Super Soccer/Walpoles 0121 666 4500
and television coverage on horse racing and greyhound racing for the betting shop Tate Consumables 01582 586 710
industry, as well as the broadcast of Fixed Odds Numbers Betting events. It also Ward Knowles 01254 383 335
provides information and interview/previews for the top sporting action around the Wheelden Print 01274 393 956
world, enabling betting shop customers to view a comprehensive daily programme
of betting events and opportunities while providing betting shop staff with all relevant Results
results and data. Results for 49s Ltd product portfolio are available as follows:
Satellite House At your local Betting Shop

17 Corsham Street London N1 6DR Teletext Channel 4 Page 649* analogue and digital.
T 020 7253 2232 Telephone Results Line 08718 778899* (UK only calls cost 10p per minute)
www.satelliteinfo.co.uk www.49s.co.uk, our website includes details of each of the products
including How to Play, Rules and archive results going back since launch
Independent Bookmakers Requiring Display Material
If you are an SIS subscriber and require display material to promote any of the 49s * Not Rapido
products, please call 020 8476 5401. If you have any address changes or
additions to your betting shops, please contact 49s Ltd as detailed above.
Multiple Bookmakers should obtain 49's Ltd display material from their usual
channels.

49's LTD Brand Manual Brand Guidelines - HandelGothic

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49's LTD Brand Manual Brand Guidelines - HandelGothic

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