The Tote - Pool Betting Explained

London, UK

What comes to mind when you think of Sir Winston Churchill?

WWII and a steadfast refusal to give in, most likely. But alongside his roles in British government, he was involved in setting up the Tote – a British pool betting operator that aimed to provide a safe, state-controlled alternative to illegal bookmakers (think Peaky Blinders).

And thanks to Sir Winston Churchill, the Tote ensures a percentage of gambling revenue always gets re-invested into the sport.

At the tail end of 2019, the Tote set us the challenge of creating a video to explain how pool betting works, what makes it unique to both betting regulars and newcomers.

About Kong Studio


Founded by Bill Elliott and Tom Baker, Kong is a team of talented directors, animators, illustrators and scriptwriters. We are artists and storytellers.

Kong are the culmination of over 60 years combined knowledge and craft in the animation industry. We’re a studio that’s respected for our drawing ability and versatility. We work in a variety of styles, mediums and techniques to deliver our clients beautifully crafted animation and illustration across entertainment, branded content, online video, explainers, motion pictures and print. 

We draw on stories. Your stories, our stories and other people’s stories.

We're a safe pair of hairy hands

We’re clear and we’re thorough. A bundle of wonderfully fun creative, cradled by reassuringly well-considered process.

We walk with a simian stroll

We may not leap between skyscrapers, but we’re certainly agile. Our experience has taught us to be direct and efficient, so we don’t mess about.

We're passionate, candid primates 

We’re confident, but (unlike our namesake) we don’t chest-beat. No need for pretence; we are who we are.


Draw Stories - There’s drawing and colouring-in, and there’s what we do. We draw on the stories of our clients; people, companies, brands, bands — you name it. We immerse ourselves in the details, so we can bring their stories to life.

Treat People Well - Always. Every time, every place and under any circumstances. At Kong, people matter. From clients, to our beloved team. We want everyone to enjoy working with us. Simple as that.

Above & Beyond Clarity at every stage and creativity in every frame. Thanks to our communications style, the only surprises are of the happy variety. Our detailed production process makes for healthy client relationships. 

Make it Matter - We want our work to matter to audiences, because it matters to us. If it doesn’t matter, then we’d rather not make it at all.


People Matter - As animators, it’s our job to breathe life into our lines — making relatable and memorable characters and stories.

As relationship-builders, we draw on our own people skills to ensure we deliver a truly collaborative experience inside and outside our studio.

As employers, our team’s happiness is paramount. We give credit where credit’s due.