Allwyn is preparing retailers for the launch of a UK version of Powerball tomorrow, including guidance materials and PoS assets.
Powerball tickets go on sale from 5am on Tuesday 21 July, marking the first time the game will be available outside the US.
The National Lottery operator has sent its 43,500 retail partners a launch box containing the materials needed to help players and retailers get ready for the new game, it said.
Each box includes new play slips for Powerball, refreshed guidance materials and in-store PoS assets.
Player-facing ‘How To Play’ leaflets are also included, ensuring players have clear, accessible information when buying tickets and claiming prizes, Allwyn added.
UK Powerball players can pick five main numbers from one to 69 and one Powerball number from one to 26, or they can choose a Lucky Dip.
Tickets will be available to buy online or in store until 11.55pm the night before the draws on Mondays, Wednesdays and Saturdays, with draws then taking place at around 4am the following morning at the Powerball studio in Florida. Tickets cost £4.
The game is expected to raise around £1bn for UK good causes over its first five years, with funding generated from UK ticket sales going directly to UK beneficiaries and projects.
Allwyn is supporting the UK Powerball launch with a multichannel campaign spanning TV, cinema, social media, creator partnerships, retail, experiential activations and a large-scale national out-of-home programme, designed to make Powerball “one of the most talked-about launches of the summer”, Allwyn added.
It said the campaign would boost footfall for retailers and attract new players. Retailers could also expect an increase in sales and engagement driven by Powerball’s fast-growing jackpots, Allwyn added.
Retailers will receive a 20p commission per £4 ticket sold.
“The launch of Powerball marks a hugely important milestone for us at Allwyn, for National Lottery players, and for our 43,500 retail partners at the heart of making the new game a success,” said Allwyn MD of retail Bridget Lea.
“Retailers will play a vital role in bringing this iconic game to communities across the UK, and we are committed to providing them with the tools, guidance and support they need.
“Through targeted launch materials, sustained marketing investment and ongoing support, we’re working closely with our retail partners to drive excitement, boost footfall and grow sales, while delivering a great experience for customers. Together, we’ll continue to build on the significant funds raised for good causes across the UK – the very essence of The National Lottery.”
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