About Us
Bally’s Intralot is a newly formed company established through the combination of Intralot and Bally’s International Interactive, positioning the group as a top iGaming operator and a leading global provider of lottery solutions.
We are uniquely positioned across digital online gaming markets, lottery, iLottery, and sports betting, operating at the intersection of technology, regulation, and entertainment. Our focus on digital adoption and regulatory expansion fuels strong global growth trends.
At Bally’s, creativity and innovation are our fuel. We blend the thrill of sport with the fun of casino, powered by technology, data, and a team that never stops playing to win. If you can write sharp, think in brand, and bring energy to every brief, you’ve got game.
More About The Role
We’re looking for a Copywriter who writes with craft, thinks with curiosity, and moves at pace. You’ll contribute to campaigns across Bally’s Interactive’s multi‑brand portfolio, delivering sharp, on‑brand copy for the UK’s most loved gaming names: Bally Bet, Virgin Games, Jackpotjoy, MONOPOLY Casino, Rainbow Riches Casino, Double Bubble Bingo, and Bally’s Newcastle.
This role is designed with the future of creative work in mind. AI is changing how copy is made, and we’re looking for someone genuinely excited by that, curious about what the tools can do, and confident enough to know where human work is essential.
So, what will you be doing?
Writing & Creative Execution
- Deliver engaging, on‑brand copy across digital, social, CRM, OOH, and campaign formats for multiple brands.
- Develop and execute copy from brief to final delivery, working within creative and compliance guidelines.
- Adapt tone, register, and humour to fit each brand’s distinct voice, maintaining consistency across every touchpoint.
- Write clearly and confidently across formats, from long‑form campaign copy to short UX microcopy.
- Use AI‑assisted writing tools to support ideation and drafting, applying your own judgment to shape and elevate the output.
Brand & Tone of Voice
- Develop fluency in each brand’s tone of voice, building a genuine understanding of what makes each one distinct.
- Apply TOV guidelines accurately across all outputs, flagging inconsistencies and suggesting improvements where relevant.
- Support the maintenance and evolution of TOV documentation under the direction of the Head of Creative.
Collaboration & Process
- Work cross‑functionally with Design, Brand, CRM, and Compliance to deliver campaigns on time and on brief.
- Contribute to creative brainstorms and concept sessions, bringing copy ideas alongside the wider team.
- Manage your own workload and deadlines effectively, communicating clearly when priorities shift.
- Participate in copy QA and proofreading, helping maintain quality and compliance across team outputs.
Growth & Development
- Stay curious about trends in gaming, sports, and entertainment, bringing fresh references and ideas to briefs.
- Develop understanding of regulated‑sector copywriting, including ASA and CAP guidelines.
- Engage with AI creative tools with a learning mindset, building practical skills that improve speed and quality over time.
And what are we looking for?
- Copywriting experience in a marketing, agency, or in‑house environment.
- Strong written English with a clear, confident voice and genuine attention to detail.
- Demonstrable ability to adapt tone across brands, audiences, and formats.
- Experience delivering copy across digital and social channels, with some CRM or campaign exposure.
- A collaborative working style with good instincts for creative feedback and self‑editing.
Desirable
- Experience writing for gaming, entertainment, sports, or another regulated consumer category.
- Familiarity with AI writing tools and a willingness to integrate them critically into your workflow.
- Working knowledge of SEO principles and experience writing with search intent in mind.
- Some exposure to translation workflows or localisation tools, with an understanding of how copy adapts across markets.
- Interest in brand strategy and tone of voice development.
- Some exposure to compliance review processes or regulated‑sector copy guidelines.
What benefits will you get?
- 25 days annual leave, plus bank holidays.
- Health insurance.
- Company share scheme.
- Volunteering days.
- Home office allowance.
- Wellness or gym allowance.
- Flexi‑block policy allowing you to work abroad for up to four weeks a year.
- Enjoy free drinks after work every Wednesday and Thursday, and regular themed events and entertainment, plus a rooftop terrace.
- Annual summer and Christmas parties.
DNA / Values
At Bally’s Intralot we are driven by a set of core values that we call our DNA.
Win as One – We succeed together across every location and function.
Powered by Curiosity – We ask questions, challenge assumptions and learn and innovate.
Fun with Purpose – We bring creativity, energy and joy to how we work and what we deliver.
Embrace the Possibility – When opportunity appears, we act and adapt.
Guard the Game – We protect what matters most and uphold integrity and accountability.
Equal Opportunities
At Bally’s Intralot, we are committed to promoting equal opportunities in employment and working conditions. Diversity, equity and inclusion are important to us, and we encourage a culture where everyone can be themselves at work.
We do not discriminate on the basis of race, colour, nationality, ethnicity, age, sex, sexual orientation, gender reassignment, religion, marital or civil partner status, pregnancy or maternity, political opinion or disability.
