Allwyn has unveiled the first licensed scratchcard game for the UK National Lottery in five years with the launch of its new Deal or No Deal scratchcard.
Bringing one of Britain’s best-loved TV shows to National Lottery retailers, the new £5 Deal or No Deal scratchcard offers top prizes of up to £1.5m and will be supported by a nationwide marketing campaign.
The Deal or No Deal scratchcard is produced under licence from Scientific Games 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.
Allwyn will promote the new scratchcard with a broad suite of launch activations to drive engagement and sales, comprising a nationwide multichannel marketing campaign, including digital display, paid and organic social, audio activations, out-of-home, plus a Euston station platform takeover on the Transport for London network.
“Deal or No Deal is one of the UK’s most recognisable game shows, and it’s a perfect fit for our Scratchcard range,” said Steve Parkinson, marketing and brand director at Allwyn. “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.
“And, as always, every time someone plays a National Lottery game, they help contribute to the £32 million raised every week for UK Good Causes.”
Deal or No Deal is a registered trademark of Endemol Shine IP, a Banijay Company.