First licensed Scratchcard in five years for National Lottery
OPERATOR for The National Lottery Allwyn UK has launched its first licensed Scratchcard game in five years with the new Deal or No Deal game.
Bringing the much-loved daytime TV games to The National Lottery, Allwyn reckons the new launch will blend together the brand power with big-ticket prizes. The launch will also land 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.
As part of the game, players have the chance to win one of four top prizes of £1.5million, with a one in 3.49 change of winning any prize. Each Scratchcard comes with a selling price of £5.
Over March, Allwyn will promote the new Scratchcard alongside a broad suite of launch activities to drive strong social engagement from consumers and push sales across National Lottery retailers’ stores.
This will comprise of a nationwide marketing campaign, including digital displays, paid and organic social media and audio activations such as across radio and podcasts.
Additionally, retailers will benefit from a host of new POS materials to utilise across the store consisting of: flash and arrow dispensers, tax disc/wing assets, media, kiosk and front-of-store (FOS) screens with further bunting options 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.”
