The new campaign assets feature either an iconic National Lottery pink ticket or a Scratchcard, with taglines such as Because everyone has a birthday and Happy ‘Don’t get me anything’ Day. All ads will also display the ‘Best Gift Ever’ strapline and a specially-designed ‘18+ Gift Responsibly’ mark – to re-iterate the need for people to still be 18 or older to buy, gift, receive and play.

Already appearing on radio, out-of-home and print, the new campaign will develop over the coming weeks and months. June will see a ‘Best Gift Ever’ in-store takeover – featuring playstation inserts, posters, wobblers and counter cards – and the campaign will then shift focus in the lead-up to Christmas, traditionally The National Lottery’s biggest gifting moment.

In line with Allwyn’s commitment to protecting players and operating in a socially responsible way, from 1^st October, the operator will be introducing a 10-Scratchcard per transaction limit in stores – matching the existing limit for authorised online retailer partners.

‘SETTING A NEW STANDARD’

As retailers will know, purchase data shows that the vast majority of in-store players already buy far fewer Scratchcards than this at one time, so these players won’t see any difference when making their purchases. However, the new in-store cap will help to minimise the likelihood of any excessive play, while still giving players the opportunity to buy up to 10 games in one go to give as gifts.

Allwyn’s Director of Channel Operations, Alex Green, said: “Whether it’s a Lotto, EuroMillions, Set For Life ticket or a Scratchcard, National Lottery games are a great little gift that people can buy in store to give to adult family or friends.

“Not only could the ticket go on to win a fantastic prize, but by buying one, they’re also helping raise vital money for National Lottery-funded projects. So, when your customers are shopping for birthday, anniversary, congratulatory or thank you gifts, why not suggest they pop a Lucky Dip or Scratchcard in their card?

“In line with making sure The National Lottery remains a trusted and safe environment, we’ll also be setting a new standard for National Lottery player protection by introducing an in-store Scratchcard limit later this year. We’ll be speaking to retailers over the coming months about how this will work and, as always, are grateful for their help and support in preventing underage and excessive play in their stores.”

The post Allwyn launches overarching National Lottery gifting campaign to run in 2024 first appeared on Neighbourhood Retailer.

Signalling its commitment to the retail channel, Allwyn is recruiting 55 new sales reps over the coming months – as well as a number of new managers – with the increase in personnel set to significantly enhance the level of support provided to National Lottery retailers.

Further excitement to mark the start of Allwyn becoming the new National Lottery operator will arrive in the shape of brand-new Lotto advertising which launches across the UK on 1^st February. Helping to boost retail sales by driving players into stores, the eye-catching ‘always on’ Lotto campaign will feature a refreshed brand look and some quirky out-of-home advertising.

WELCOME TO ALLWYN

After months of fantastic co-operation from store owners during the transition to the new operator, the company has been busy preparing National Lottery retailers for day one of its 10-year licence with final key pieces of information and deliveries.

A ‘Welcome to Allwyn’ pack, containing a new Players’ Guide and a Retailer Organiser Folder with updated content in line with the new National Lottery licence, will start landing in stores from 26^th January. Retailers can also expect a delivery from 1^st February of a new National Lottery playstation Good Causes POS disk to highlight the amazing £4 million-plus that National Lottery players help to raise every single day for National Lottery Good Causes.

And, as a result of the changeover – including necessary updates to core gaming systems and terminals – Allwyn is in the process of informing retailers that in-store terminals are expected to be operational from 8.30am on 1^st February. National Lottery retailers should leave their terminals on overnight on 31^st January to ensure they are able to download all necessary software upgrades overnight, and get back up and running as soon as possible.

Meanwhile, the new £5 Black Pearl Scratchcard is already available in retail, and sales of the £2 million jackpot game will be given a huge boost when its mega new campaign featuring special in-store POS launches on 4^th March. And more in-store activity will be heading retailers’ way ahead of the celebratory £15 million Lotto ‘Must Be Won’ draw on Saturday 2^nd March, with POS for the draw landing from 19^th February.

Retailers should site this immediately to drive those extra sales and see as much as a 53%* sales uplift from the draw.

‘EXHILARATING NEW CHAPTER’

National Lottery retailers should also be aware that DPD will replace Parcelforce as the chosen courier for Scratchcard and consumable deliveries and collections – all of which will be delivered from a new eco-friendly warehouse in Warrington.

The new warehouse – which will help Allwyn on its journey to deliver a net zero National Lottery – will also feature a dedicated Scratchcard fulfilment team that, from March, will be proactively contacting retailers to make sure they have everything they need to sell National Lottery Scratchcards effectively.

Allwyn’s Director of Channel Operations, Alex Green said: “Retailers are absolutely central to our vision to grow The National Lottery responsibly over the next 10 years – and expanding our sales team in the next few months to considerably boost our support for them is just the start of what we have planned.

“While the focus for day one of the new 10-year licence has always been prioritising ‘business as usual’ – with players and retailers seeing very little change to start with – we have huge investment planned for retail technology, demonstrating our ongoing commitment to ensuring the channel remains healthy, relevant and buoyant.

“The new licence heralds an exhilarating new chapter for The National Lottery and the massive good it does for people and communities across the whole of the UK – and I’m really looking forward to working with all of our retailers as we embark on this exciting journey together.”

*Based on Lotto special event sales 1 July 2023 vs base sales 24 June 2023.

The post Allwyn to expand National Lottery retail sales team by 50% in next few months first appeared on Neighbourhood Retailer.

Customers will be lining up to get their tickets thanks to the biggest-ever EuroMillions jackpot on Friday (15 July), swiftly followed by a Lotto ‘Must Be Won’ draw on Saturday (16 July) – with each draw offering a sales uplift of up to 171% and 117% respectively.

It’s not just the temperature in the UK that’s been soaring recently. Friday’s biggest-ever estimated £191 million EuroMillions jackpot has been on the rise for a number of weeks now, settling at a staggering £191 million last Friday after reaching its cap and making history.

National Lottery retailers can capitalise on the enormous amount of attention and weeks of UK-wide promotion this extraordinary jackpot has received by ensuring that POS for the draw is in a prominent position and reminding customers about the huge jackpot on offer to help drive sales. National Lottery retailers could benefit from as much as a 171% sales uplift from the draw.

And it doesn’t stop with the biggest EuroMillions jackpot in history. The sales frenzy will continue into the weekend, with Lotto also firing on all cylinders. The National Lottery’s flagship game has rolled to a fantastic estimated £11.6 million ‘Must Be Won’ draw on Saturday, presenting another fabulous opportunity for retailers to boost sales and gain from as much as a 117% sales uplift from the draw.

Camelot’s Retail Director, Jenny Blogg, said: “With two enormous jackpots totalling over £200 million across two days, this promises to be a hugely exciting weekend for both National Lottery retailers and players. Retailers can generate some excitement and drive those extra sales by chatting to customers about the biggest-ever EuroMillions jackpot and Saturday’s fabulous ‘Must Be Won’ Lotto draw, as well as making sure that their POS is well positioned.

“Those extra sales won’t only help those retailers’ bottom lines either, they should also add to the more than £30 million that National Lottery players raise for Good Causes each and every week.”

The post Biggest ever Euromillions Jackpot Plus Lotto draw creates huge sales opportunities for National Lottery retailers this weekend first appeared on Neighbourhood Retailer.

National Lottery retailers could increase sales by as much as 48% for the draw on 7 November.

The £20 million jackpot draw is to celebrate launch of new £5 prize in Lotto ‘Must Be Won’ Rolldowns.

Must be won

Camelot retail partners are in line for a boost in National Lottery sales thanks to the upcoming Lotto £20 million ‘Must Be Won’ draw on Saturday 7 November – which could see up to a 48% Lotto sales uplift.

Lotto POS started landing in stores this week, and retailers are reminded to site this in the best possible location and as soon as possible – ready to help drive those impulse purchases and extra sales well ahead of the big night.

All this is to celebrate the new enhancement to Lotto, which kicks in on the same night as the £20 million ‘Must Be Won’ draw. The new change will mean that players who match two main numbers in a Lotto ‘Must Be Won’ draw where no one matches all six main numbers to win the jackpot outright will also scoop a share of the jackpot – winning £5 in addition to their free Lucky Dip (previously the jackpot was only shared between cash prize winners).

New prize tier

Camelot’s Retail Director, Jenny Blogg, said:“The new change to Lotto will see around a million people win a fiver in a ‘Must Be Won’ draw if the jackpot rolls down and is shared. This is the first time a cash prize has been available for matching two main numbers on Lotto, so retailers can expect even more positivity and footfall around Lotto going forward.

“On top of the usual commission they make on the free Lucky Dip and paying out some of the other boosted prizes, this will mean a significant number of players reinvesting their £5 win back in store.

“To make the most of the upcoming £20 million ‘Must Be Won’ Lotto draw, POS should be sited promptly and retailers could also talk customers about the new prize tier to really help build excitement.

Good causes

“Thanks to National Lottery players – and our retail partners selling tickets week in, week out – an average of £30 million is raised every week for Good Causes across the UK. This is even more important right now, with up to £600 million in National Lottery funding being used by charities and organisations to help those affected by coronavirus – including £300 million to support the most vulnerable in communities across the UK.”

The post National Lottery ‘Must Be Won’ Draw of £20m on Saturday 7th first appeared on Neighbourhood Retailer.