Allwyn’s National Lottery is to launch its ‘Best Gift Ever’ campaign in stores in June, encouraging customers to consider going into stores to buy a physical draw ticket or scratchcard to mark occasions such as birthdays.

The retail takeover will feature playstation inserts, posters, wobblers and counter cards – and the campaign will then shift focus in the lead-up to Christmas, traditionally The National Lottery’s biggest gifting moment.

The new campaign assets feature either a National Lottery pink ticket or a scratchcard.

The takeover comes as National Lottery announces a new in-store Scratchcard purchase cap from 1 October this year, to 10 Scratchcards per transaction. The new cap matches the existing limit for authorised online retailers.

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Purchase data from National Lottery shows that most in-store players already buy far fewer Scratchcards than this at one time, so these players won’t see any difference when making their purchases.

However, the new in-store 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.

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.”

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