National Lottery operator Allwyn has launched a multi-city retail campaign to celebrate the 30th anniversary of National Lottery Scratchcards.
The promotional event features a limited-edition, artist-designed “Scratch-Coin” giveaway distributed across ten selected “gold standard” retail partners throughout Great Britain.
Driving High-Street Retail Footfall
The marketing push kicks off today on a strict first-come, first-served basis while corporate stocks last. Each of the ten participating retail shops has been allocated 500 exclusive physical coins to hand out to consumers executing any National Lottery Scratchcard purchase. The event directly supports the rollout of the new “£300,000 Birthday” Scratchcard, a £2 instant game featuring an overall 1 in 3.33 probability matrix of securing a return alongside a top prize tier of £300,000.
The customized Scratch-Coin was developed in collaboration with prominent pop artist and illustrator Hattie Stewart. The ten selected retail environments anchoring the campaign span Glasgow, Birmingham, Houghton, London, Leicester, Brighton, Manchester, Coventry, Braintree, and Telford.
Celebrating a 43,500-Strong Partner Network
Karl Southworth, Head of Field Sales at Allwyn, emphasized that the campaign serves as a targeted mechanism to stimulate high-street footfall and honor high-performing independent retailers:
“As we celebrate 30 years of National Lottery Scratchcards, we wanted to create a fun, engaging moment that not only rewards our standout retail partners but also helps generate excitement and drive footfall. These ‘Scratch-coins’ are a brilliant way to recognise a small group of our ‘gold standard’ retailers, who consistently go above and beyond in bringing The National Lottery to life in their local communities. That being said, we’re incredibly proud of our entire retail network — every one of our 43,500 partners plays a vital role in helping raise £33m for National Lottery-funded projects every week.”
Collaborating artist Hattie Stewart highlighted the tactile, emotional ritual behind scratchcard gameplay:
“Scratching is such a satisfying ritual. It’s about anticipation, excitement and that little moment of hope. I love that even now, people get creative with it when they don’t have a coin to hand, using keys, cards, rings, even their fingernails, but nothing quite beats doing it properly. I wanted the coin to feel fun, celebratory and full of personality.”
