National Lottery operator Allwyn has launched a chocolate-scented scratchcard as it looks to bring “new ideas and experiences to players”.
Allwyn, which took over from 30-year incumbent Camelot in February, said it was inspired by the “tremendous success” that its Czech Republic counterpart had seen with a gingerbread-scented scratchcard during Christmas periods.
The new chocolate box-themed £5 scratchcard, called £500 Selection, offers players over 11,000 top prizes worth £500.
It launched in late September and has so far rolled out to 12,000 retailers, with the aim of reaching 33,000 supermarkets and convenience stores once fully distributed.
“We’re thrilled to launch the ‘£500 Selection’ scratchcard as our latest addition as we look to bring excitement back to the National Lottery,” said an Allwyn spokeswoman.
“This card has been designed as a new and different gift that’s relatively inexpensive – in line with a chocolate selection box – but still fun and thoughtful.”
Allwyn said it designed games “through a meticulous, triple-layer process” to avoid them appealing to children and vulnerable people.
“In the case of £500 Selection, the theme is that of an adult chocolate selection box – with symbols such as cocoa beans, hampers, flowers, mint and vanilla pods,” said the spokeswoman.
“We then use two independent industry-standard tools to assess the risk levels of a game’s structural and situational characteristics, and a risk checklist to identify any further risks posed by the game. If any of these tools identify a risk level which is too high, we will revise the game. If the risk remains too high, we will not launch the game at all.”
With the National Lottery reaching its 30-year anniversary next month, Allwyn is also set to launch a new £2 scratchcard called ‘£300,000 Birthday’ – which offers seven top prizes worth £300,000.
Amid the new launches, Allwyn has introduced a new rule that puts a 10-scratchcard limit per store transaction, as part of its “comprehensive strategy to protect players and operate in a socially responsible way”. This started last week.
“This is the first time ever that scratchcard purchase limits have been introduced in National Lottery retailers across the UK – matching the existing limit for authorised online retailer partners like Tesco.com and Sainsburys.co.uk,” said the spokeswoman.
It has also begun the large-scale project of equipping National Lottery retailers with the latest innovative kit. This includes an “attention-grabbing illuminated” scratchcard dispenser with integrated lighting and 15.6-inch HD screen, as well as a new play station with double-sided graphics and a wing to display key information – such as stories about local National Lottery-funded projects.
The new rollout will continue to run through 2025 supported by 55 new sales reps, with all 40,000 National Lottery stores being equipped free of charge.
“Ultimately, our significant investment and continued innovation in retail will create more engaging games, attract more players, produce more winners, and – crucially – generate more money for National Lottery-funded projects, while also helping retailers boost their bottom lines,” said the Allwyn spokeswoman.
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