National Lottery operator, Allwyn, has announced that a 10-Scratchcard per transaction limit in stores will come into force from 1st October. In addition, the firm is planning an in-store takeover this Summer as part of its ‘Best Gift Ever’ campaign to boost physical National Lottery ticket and Scratchcard sales by encouraging people to come into stores to buy them as gifts.

The in-store Scratchcard cap will mirror the existing limit for authorised online retailer partners, which came into action in February. The firm claims purchase data shows that the vast majority of in-store players already buy far fewer Scratchcards than 10 at one time, so these players won’t see any difference when making their purchases. However, the cap will help to minimise the likelihood of any excessive play, while still giving players the opportunity to buy up to 10 games in one go to give as gifts, states Allwyn.

What’s more, the operator is stepping up its ‘Best Gift Ever’ campaign, which highlights National Lottery Tickets and Scratchcards as ”the perfect present” with an in-store takeover in June, featuring playstation inserts, posters, wobblers and counter cards.

Retail playstation

The new campaign, which is currently on radio, out-of-home and print, features assets of either a National Lottery pink ticket or a Scratchcard, with taglines such as ’Because everyone has a birthday’ and ’Happy ‘Don’t get me anything’ Day’. The campaign will shift focus in the lead-up to Christmas, traditionally The National Lottery’s biggest gifting moment. 

All ads also display the ‘Best Gift Ever’ strapline and a specially-designed ‘18+ Gift Responsibly’ mark – to re-iterate the need for people to still be 18 or older to buy, gift, receive and play.

Allwyn’s Director of Channel Operations, Alex Green, commented: “Whether it’s a Lotto, EuroMillions, Set For Life ticket or a Scratchcard, National Lottery games are a great little gift that people can buy in store to give to adult family or friends. Not only could the ticket go on to win a fantastic prize, but by buying one, they’re also helping raise vital money for National Lottery-funded projects. So, when your customers are shopping for birthday, anniversary, congratulatory or thank you gifts, why not suggest they pop a Lucky Dip or Scratchcard in their card?

“In line with making sure The National Lottery remains a trusted and safe environment, we’ll also be setting a new standard for National Lottery player protection by introducing an in-store Scratchcard limit later this year. We’ll be speaking to retailers over the coming months about how this will work and, as always, are grateful for their help and support in preventing underage and excessive play in their stores.”