National Lottery operator Allwyn is preparing its retail partners for the fantastic sales opportunity with the brand-new ‘When It’s Gold Outside’ Scratchcard.
The game, which offers the biggest Scratchcard jackpot since Allwyn took over running The National Lottery, will start landing in stores early next month.
The £10 game, which will initially only be available in selected stores, offers 37 chances to win on each individual card. ‘When It’s Gold Outside’ has been specially designed as a premium-feel larger format Scratchcard, with metallic gold details to maximise in-store standout.
The game, which comes in a pack size of 30, also pays 60p in commission for each Scratchcard sold.With four top prizes of £4m on offer, ‘When It’s Gold Outside’ will be on track to make four new National Lottery multi-millionaires.
It also has a strong concentration of lower-tier prizes (£10, £15 and £20), as well as plenty of other wins – ranging from £50 to £500 – that can be paid out in stores, giving retailers the opportunity to earn additional commission.
Allwyn will support the launch through in-store activations and marketing activity designed to maximise visibility and drive engagement, including via digital poster sites in direct proximity to stores selling the game.
As Christmas draws nearer, the marketing will shift to feature the game as part of The National Lottery's festive gifting campaign.
Nikki Vadera, Director of Scratchcards at Allwyn, 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.”
As part of its preparation work with retailers who will be stocking the new £10 game, Allwyn is carrying out face-to-face visits and sending communications about responsible retailing duties.
This includes reminding retailers that a maximum of 10 Scratchcards can be sold to each customxer in a single visit, as well as explaining that mystery shop visits will continue take place to support retailers in maintaining high standards.