Allwyn is set to launch its new ‘When It’s Gold Outside’ scratchcard, which features the biggest scratchcard jackpot since the company took over operation of The National Lottery. The £10 game will begin reaching selected stores early next month.
Each premium-format card offers 37 chances to win and has been designed with eye-catching metallic gold details to maximise shelf appeal. Available in packs of 30, the game provides retailers with 60p commission on every sale.
Featuring four £4m top prizes, the Scratchcard has the potential to create four new National Lottery multi-millionaires. It also includes a high volume of lower-tier prizes, plus wins from £50 to £500 that can be redeemed in-store, helping retailers generate additional commission.
A comprehensive marketing campaign, including in-store activation and local digital advertising, will support the launch. Promotional activity will later form part of The National Lottery’s Christmas gifting campaign.
Nikki Vadera, Director of Scratchcards at Allwyn, said: “We’re delighted to be enhancing our National Lottery Scratchcards offer with this truly standout game. ‘When It’s Gold Outside’ is being specifically ranged from September onwards to benefit retailers in the lead up to, and during, the festive period. And we’re supporting the new game across a number of marketing touchpoints, including in-store activations to enhance the launch.
“The quality look and feel, paired with the generous game-play and prizes on offer, make ‘When It’s Gold Outside’ the perfect gift or special treat for retailers to suggest to their customers. We’re really excited to see how this pilot performs for our retail partners, as we continue to do all that we can to help them maximise their sales alongside returns to National Lottery Good Causes.”
As part of its preparation work with retailers who will be stocking the new £10 game, Allwyn is carrying out face-to-face visits and sending communications about responsible retailing duties. This includes reminding retailers that a maximum of 10 Scratchcards can be sold to each customer in a single visit, as well as explaining that mystery shop visits will continue take place to support retailers in maintaining high standards.
