To be the most admired betting organisation in Britain

At the tote we believe that it is critical for us to pursue excellence in all that we do – whether that’s the service experienced by our customers, the unique product which we offer or the development and training of our people.

Our heritage, which is grounded in an ethos of honesty, integrity and quality, sets us apart from our competitors and, we believe, enables us to fulfil our potential to be a premier brand.

Whilst never forgetting our heritage, we are enthusiastic about facing the challenges of the 21st Century. We’re keen to optimise opportunities and ambitious to grow our presence in betting across the sporting sectors.

The tote is an organisation whose passion for success will ensure that betting is a quality and accessible activity, which can be enjoyed as part of people's leisure portfolio.

So our vision is that combining our integrity with our ambitions will lead the tote to be the most admired betting organisation in Britain.