National Lottery operator Allwyn has brought one of Britain’s best-loved TV formats to National Lottery retailers with the launch of its new £5 Deal or No Deal Scratchcard. Blending brand power with big-ticket prizes, the launch lands alongside a nationwide marketing campaign.
The Deal or No Deal Scratchcard is under licence from Scientific Games, LLC and is the first licensed National Lottery Scratchcard in more than five years. Players have a chance to win one of four top prizes of £1.5 million, and a 1 in 3.49 chance of winning a prize.
This new Scratchcard matches the National Lottery brand with the tension and excitement of Deal or No Deal, Allwyn said. Naturally, The Banker is at the heart of the campaign, inviting players to “take the hot seat” and decide whether they want to deal… or not.
Over February and March, Allwyn will promote the new Scratchcard with a broad suite of launch activations to drive strong engagement and sales. This will comprise a nationwide multichannel marketing campaign, including digital display, paid and organic social, audio activations, out-of-home, plus a striking Euston station platform takeover on the Transport for London network.
Retail stores will feature a full range of National Lottery POS materials, such as flash and arrow dispensers, tax disc/wing assets, media, kiosk and front-of-store screens and standees and bunting.
Steve Parkinson, marketing and brand director at Allwyn, said: “Deal or No Deal is one of the UK’s most recognisable game shows, and it’s a perfect fit for our Scratchcard range. This new game blends all the tension, drama and fun of the show with the instant thrill of a Scratchcard, creating a compelling experience for both loyal National Lottery players and new audiences.
“As always, every time someone plays a National Lottery game, they help contribute to the £32m raised every week for UK good causes.”
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