Copywriter in London

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. Bally's Intralot is uniquely positioned across digital online gaming markets, lottery, iLottery, and sports betting. Operating at the intersection of technology, regulation, and entertainment. We are optimally positioned to capitalise on strong global growth trends driven by digital adoption and regulatory expansion across lottery and iGaming markets.

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 some of 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 is a role being created with the future of creative work in mind. AI is changing how copy gets made, and we're looking for someone who is genuinely excited by that, curious about what the tools can do, and confident enough in their own craft to know where the human still has to do the work. You won't be expected to be a technologist. But you will be expected to engage, experiment, and help shape how we work smarter across the team.

You'll work closely with the Head of Creative and the wider creative team, taking briefs from concept to delivery across digital, social, CRM, and campaign. You're not expected to lead the room, but you will be expected to own your work, bring ideas to the table, and consistently write to a high standard across a genuinely varied portfolio.

So, what will you be doing?

• Writing & Creative Execution
  • Delivering engaging, on‐brand copy across digital, social, CRM, OOH, and campaign formats for multiple brands.
  • Developing and executing copy from brief to final delivery, working within creative and compliance guidelines.
  • Adapting tone, register, and humour to fit each brand's distinct voice, maintaining consistency across every touchpoint.
  • Writing clearly and confidently across formats, from long‐form campaign copy to short UX microcopy.
  • Using AI‐assisted writing tools to support ideation and drafting, applying your own judgment to shape and elevate the output.
• Brand & Tone of Voice
  • Developing a working fluency in each brand's tone of voice, building a genuine understanding of what makes each one distinct.
  • Applying TOV guidelines accurately across all outputs, flagging inconsistencies and suggesting improvements where relevant.
  • Supporting the maintenance and evolution of TOV documentation under the direction of the Head of Creative.
• Collaboration & Process
  • Working cross‐functionally with Design, Brand, CRM, and Compliance to deliver campaigns on time and on brief.
  • Contributing to creative brainstorms and concept sessions, bringing copy ideas alongside the wider team.
  • Managing your own workload and deadlines effectively, communicating clearly when priorities shift.
  • Participating in copy QA and proofreading, helping maintain quality and compliance across team outputs.
• Growth & Development
  • Staying curious about trends in gaming, sports, and entertainment, bringing fresh references and ideas to briefs.
  • Developing your understanding of regulated‐sector copywriting, including ASA and CAP guidelines.
  • Engaging 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.
• An 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 the bank holiday allowance.
• 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, with regular themed events and entertainment, plus a rooftop terrace to enjoy.
• Annual Summer and Christmas parties.

DNA / Values

At Bally's Intralot we are driven by a set of core values that we like to call our DNA. We strive to embody our DNA and keep them at the heart of everything we do! We Win as One, we succeed together - across every location and every function. We collaborate openly, raise each other up, and share the wins. We're Powered by Curiosity, we ask questions, challenge assumptions and make space to learn and innovate. We have Fun with Purpose, we bring creativity, energy and joy to how we work and what we deliver, because when people enjoy what they do, the work is better for everyone. Our teams Embrace the Possibility, when opportunity appears, we act. When the unexpected hits, we adapt. We don't wait for change - we move towards it. At Bally's Intralot, we Guard the Game, we protect what matters most, fair play for our players, integrity for our partners, and accountability in everything we do.

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 our work culture, and we encourage a culture where everyone can be themselves at work. We believe passionately that employing a diverse workforce is central to our success, this is our superpower. We do not discriminate against employees or job applicants on the basis of race, colour, nationality, ethnic or national origin, age, sex or sexual orientation, gender reassignment, religion or belief, marital or civil partner status, pregnancy or maternity, political opinion or disability.