National Lottery Operator Allwyn Launches Festive Scratchcards Campaign

Having so far focused its marketing activity on draw games – like Lotto and Set For Life – this marks Allwyn’s first campaign for National Lottery Scratchcards, as it looks to introduce exciting new products, experiences and raise even more money for National Lottery-funded projects. This year’s range of festive Scratchcards is bespoke for 2024 and features two firsts for The National Lottery with a foldable Christmas card and a gift tag Scratchcard.

The campaign – which is fully integrated and features a National Lottery-funded choir, VoxSkool, singing a specially-crafted version of ’12 Days of Christmas’ on radio – is also underpinned by a number of enhanced participant protection measures. This includes ’18+ Gift Responsibly’ mark displayed across all gift-related Christmas advertising – to re-iterate the need for people to be 18 or older to buy, gift, receive and play. It also follows on from the recent introduction by Allwyn of a pioneering 10-Scratchcard limit per purchase, to help minimise any likelihood of excessive play.

Allwyn has also enhanced its partnership with the National Council on Problem Gambling (NCPG), with the company becoming a more advanced member of its 2024 Gift Responsibly Campaign. Founded in the early 2000s, the Gift Responsibly Campaign works to raise public awareness about the risks of youth gambling. Through partnerships with lotteries and other organisations, it educates communities about the risks of buying lottery tickets for children.

Allwyn already carries out extensive retailer training to prevent underage and excessive play, as well as running a rigorous ‘Operation Guardian’ programme for mystery shopping and knowledge checks with its retail partners. The company’s advanced NCPG participation will also see it promoting responsible gifting on in-store media screens across its 40,000-strong retail estate, as well as on its @TNLUK and @AllwynUK social media channels over the festive period.

Steve Parkinson, Brand and Marketing Director at Allwyn, said: “Christmas is all about shared moments, many times involving games and a healthy dose of competitiveness! National Lottery Scratchcards are all about adding some fun and excitement – so are the perfect thing to bring along to festive gatherings. Hopefully some big festive winners will be made, but of course, each moment of play also contributes to UK Good Causes – so it really is a win-win.”

Alison Gardner, Allwyn’s Director of Participant Protection, said: “Since taking over as National Lottery operator in February, we’ve made fantastic progress on our participant protection plans – for example, introducing a QR code for instant support on in-store media screens, launching our expanded mystery shopper and knowledge check programme, and bringing in an in-store Scratchcard purchase limit.

“Now, as we turn our attention to Christmas, we’re doing everything we can to remind people that they need to be 18 or older to buy, gift, receive and play. All our gift-related advertising will be carrying the ’18+ Gift Responsibly’ mark and we’re delighted to be a Lottery Level 2 supporter of this year’s NCPG’s Gift Responsibly Campaign – the first time The National Lottery has shown that level of support.”

SOURCE: Allwyn Entertainment Ltd.