Camelot has claimed it is the first lottery operator in the world to launch a 3D scratchcard using augmented reality.
The £2 Christmas Cash scratchcard, launched this week, becomes a 3D winter scene and a free game when it is scanned with Blippar.
Players can also enter a prize draw to win £1,000 in shopping vouchers and find out ways to give scratchcards as Christmas gifts.
“Christmas is always a busy time for our retailers and, in recent years, National Lottery players have really embraced giving scratchcards as gifts,” said Camelot sales director Duncan Malyon.
“The Blippar experience is just another fun extra so we hope that our retailers see it as an ideal opportunity to talk to their customers about what’s on offer.”
“Over 70% of adults play the National Lottery - greater reach than any fmcg brand in the UK - so it makes sense to partner with Camelot,” said Blippar commercial director Jonathan Barrowman. “The ‘blippable’ scratchcards are a great example of how brands can create impact during the cluttered festive season.”