Retailers providing excellent in-store merchandising and up-selling lottery products will get the opportunity to win cash vouchers and Olympic packages under the programme, known as Rewards+.
From September, retailers who score eight, nine or 10 out of 10 will be given, respectively, a bronze, silver or gold voucher worth £10, £15, or £25.
In addition, those who score top marks will be entered into a draw to win prizes including tickets to watch two Olympic events.
Camelot said the scheme was a thank you to retailers for playing their part in helping to raise £2.2bn funding for the Games. The scheme was launched by Tweddle at Meads News, an independent c-store near the Olympic Park run by Pankaj Mehta.