Allwyn has launched a limited-edited ‘Scratch-Coin’ to celebrate 30 years of National Lottery scratchcards.
Ten specially selected National Lottery retail partners across the UK will receive 500 coins each, offering customers “a unique, collectable in-store moment” as part of the anniversary celebrations, Allwyn said.
From 23 May, the coins will be gifted with any National Lottery scratchcard purchase, including the new ‘£300,000 Birthday’ scratchcard, on a first-come, first-served basis.
The ‘£300,000 Birthday’ scratchcard is priced at £2, with players having an overall one in 3.33 chance of winning a prize, including a top prize of £300,000, according to the National Lottery operator.
Allwyn has created the limited-edition ‘Scratch-Coins’ in partnership with artist and illustrator Hattie Stewart.
“As we celebrate 30 years of National Lottery Scratchcards, we wanted to create a fun, engaging moment that not only rewards our standout retail partners but also helps generate excitement and drive footfall,” said Allwyn head of field sales at Karl Southworth.
“These ‘Scratch-coins’ are a brilliant way to recognise a small group of our ‘gold standard’ retailers, who consistently go above and beyond in bringing the National Lottery to life in their local communities.
“That being said, we’re incredibly proud of our entire retail network – every one of our 43,500 partners plays a vital role in helping raise £33m for National Lottery-funded projects every week.”
Stewart said: “Scratching is such a satisfying ritual. It’s about anticipation, excitement and that little moment of hope. I love that even now, people get creative with it when they don’t have a coin to hand, using keys, cards, rings, even their fingernails, but nothing quite beats doing it properly. I wanted the coin to feel fun, celebratory and full of personality.”
No comments yet