Allwyn is set to launch its first £4m top prize scratchcard, doubling the current highest jackpot worth £2m.
The £10 ‘When it’s Gold Outside’ scratchcard, which lands in selected stores next month, offers 37 chances to win on each card.
There are four top prizes of £4m to win, as well as a “strong concentration” of lower-tier prizes valued at £10, £15 and £20.
Other awards range from £50 to £500 and could be paid out in stores, giving retailers the chance to earn additional commission, Allwyn said. The game, which comes in a pack size of 30, pays 60p in commission for each scratchcard sold.
Allwyn added that the scratchcard had been designed in a larger format with a “premium feel”, with metallic gold details to maximise in-store standout.
The National Lottery operator said it would support retailers with the launch through in-store activations and marketing activity designed to maximise visibility and engagement, including via digital posters sited in direct proximity to stores selling the game.
As Christmas draws nearer, the marketing would shift to feature the game as part of The National Lottery’s festive gifting campaign, Allwyn added.
As part of its support to retailers who will be stocking the new game, Allwyn is also 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.
“We’re delighted to be enhancing our National Lottery Scratchcards offer with this truly standout game,” said Allwyn director of scratchcards Nikki Vadera.
“‘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.”
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