Allwyn UK, the operator of the National Lottery, has committed to fully supporting retailers through the launch of its brand new £4m jackpot scratch game.
The game, titled ‘When it’s Gold Outside’, offers players the chance to win a scratchcard top prize of £4m, which is twice as much as the current scratchcard jackpot.
Set to launch next month, the golden tickets will land in partnering retailers, with Allwyn UK ready to assist throughout the activation. The National Lottery operator will set up in-store marketing campaigns to help achieve the maximum engagement.
In addition, stores where the game will be available for purchase will also be provided with digital posters to be placed in close shop proximity to attract outside foot traffic.
Allwyn has also confirmed that the game will be featured as part of the National Lottery’s festive gifting campaign in the coming months as the Christmas period approaches.
Each scratchcard will cost £10, and offer 37 ways to win. There will be four £4m top prizes to win in total, with lower-tier prizes between £10, £15, and £20 also featured.
Mid-tier prizes will see players being paid out winnings between £50 and £500, directly payable in-store.
Nikki Vadera, Allwyn UK Director of Scratchcards, said: “We’re delighted to be enhancing our National Lottery Scratchcards offer with this truly standout game.
“‘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.”