Blending brand power with big-ticket prizes, the launch lands alongside a nationwide marketing campaign.

The Deal or No Deal Scratchcard is under licence from Scientific Games, LLC and is the first licensed National Lottery Scratchcard in more than five years. Players have a chance to win one of four top prizes of £1.5 million, and a 1 in 3.49 chance of winning a prize.

This new Scratchcard matches the National Lottery brand with the unique tension and excitement of Deal or No Deal. Naturally, The Banker is at the heart of the campaign, inviting players to “take the hot seat” and decide whether they want to deal… or not.

Over February and March, Allwyn will promote the new Scratchcard with a broad suite of launch activations to drive strong engagement and sales.

This will comprise a nationwide multichannel marketing campaign, including digital display, paid and organic social, audio activations, out-of-home, plus a striking Euston station platform takeover on the Transport for London network.

Retail stores will feature a full range of National Lottery point-of-sale materials, such as flash and arrow dispensers, tax disc/wing assets, media, kiosk and front-of-store (FOS) screens, bunting and FOS standees.

Steve Parkinson, Marketing and Brand Director at Allwyn said: “Deal or No Deal is one of the UK’s most recognisable game shows, and it’s a perfect fit for our Scratchcard range. This new game blends all the tension, drama and fun of the show with the instant thrill of a Scratchcard, creating a compelling experience for both loyal National Lottery players and new audiences.

“And, as always, every time someone plays a National Lottery game, they help contribute to the £32 million raised every week for UK Good Causes.”

Deal or No Deal © 2003 – 2026 Banijay Entertainment.  Deal or No Deal is a registered trademark of Endemol Shine IP B.V., a Banijay Company.  Used with permission.  All rights reserved. 

The post Allwyn launches the £5 Deal or No Deal National Lottery Scratchcard first appeared on Neighbourhood Retailer.

Allwyn announced that as part of its new Operation Guardian programme, they organised over 8200 mystery shopper visits last year to check retailers were challenging players who appeared under the age of 18.

The final results show that a record-breaking 92.3% of National Lottery retailers correctly asked for ID as proof of age on their first visit.

The visits are carried out by people who are over 18 – so as not to inadvertently cause a retailer to break the law – but who look younger. Retailers who sell to a mystery shopper on the first visit will be given additional training and subsequently re-visited. Retailers who sell on three separate occasions to mystery shoppers may have their Lottery terminal removed.

Allwyn introduced Operation Guardian in 2024, with the new programme building on and expanding previous mystery shopper and retail training initiatives to increase the levels of support for retailers – ultimately enabling them to sell National Lottery products even more safely.

In total, over 16,000 store visits were carried in 2024 out as part of Operation Guardian. In addition to the 8,200+ proof-of-age visits, Allwyn carried out 4,000 ‘excessive play’ visits to ensure stores could provide support information to players requesting help with their play if needed. Towards the end of the year, this also incorporated a smaller-scale mystery shop exercise for the new 10-Scratchcard per purchase limit, which Allwyn officially launched in October 2024.

ADDITIONAL TRAINING

The final part of Operation Guardian, a ‘knowledge check’, encompassed 4,000 visits which assessed store staff’s knowledge around preventing underage play and minimising excessive play. Retailers were tested using six core questions, and the 2024 results show that 85% of retailers answered five or more of the questions correctly.

Any retailer not passing one of the three parts making up Operation Guardian received additional training from Allwyn. This is further to the training they regularly receive either face-to-face via Allwyn’s increased retail sales team or through its new Retailer Training Centre. In 2024, Allwyn made over 130,000 face-to-face and phone contacts to support National Lottery retailers in selling The National Lottery responsibly.

Allwyn’s Director of Commercial Partnerships and Retail Sales, Alison Acquaye-Acford said: “A huge congratulations to our 40,000-plus National Lottery retailers for their commitment to selling The National Lottery responsibly and raising their standards to the highest levels ever seen.

“Participant protection is central to Allwyn’s plans for growing The National Lottery responsibly over the next decade and this is clear to see from the successful introductions of new training and initiatives in 2024, including Operation Guardian and the 10-Scratchcard limit.

“We’re delighted that our work in this area is already bearing fruit with these record-breaking figures. This is all down to the diligence of our retail partners, and I’d like to thank each and every one of them for their excellent work and dedication in this area.”

The post Lottery retailers praised for record-breaking results in mystery shopper age checks first appeared on Neighbourhood Retailer.

The new ‘Set For 5 Years’ Scratchcard, which costs £2, offers players the chance to win a top prize of £5,000 every month for five years.

To celebrate its launch in stores, Allwyn is giving eligible National Lottery retailers the chance to win an annuity-style prize of their own of £100 every month for a year.

To be in with a chance of winning one of five top prizes up for grabs, National Lottery retailers should upload a picture of the ‘Set For 5 Years’ Scratchcard in their dispenser to the National Lottery Retailer Hub by Sunday 19^th January. In doing so, they’ll earn £10 and an entry into the draw to win £100 a month for a year.

In-store support for the new ‘Set For 5 Years’ game – which works by players having to match key numbers on the card to mimic that of a Set For Life draw – includes both Set For Life and Set For 5 Years POS, with the games’ iconic blue and pink colour palette taking a prominent place in stores this month.

Allwyn’s Head of Retail Channels, James Dunbar said: “We’re really excited to be launching this new Set For Life-style Scratchcard, as it gives retail players even more opportunities to win on repeat from a National Lottery game.

“It’s designed with the same look and feel as the Set For Life draw game, which offers retailers lots of cross-selling opportunities. For example, they can suggest the new Scratchcard as an additional purchase to customers buying a Set For Life ticket.

“We‘re also celebrating its launch with a special bonus event that will bring the magic of winning on repeat to five lucky National Lottery retailers.”

If National Lottery retailers haven’t already, they can sign up to The National Lottery Retailer Hub today to find out more about bonus opportunities like this one and Allwyn’s new ‘Share The Win’ initiative: https://tnlpartners.co.uk/

The post Allwyn celebrates new Scratchcard with competition for National Lottery retailers first appeared on Neighbourhood Retailer.

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.