Allwyn has launched a limited-edition ‘Scratch-Coin’ campaign to mark the 30th anniversary of National Lottery Scratchcards, gifting 5,000 collectible coins through 10 specially selected UK retail partners from 23 May.
The coins were created in collaboration with artist and illustrator Hattie Stewart and will be distributed to customers buying any National Lottery Scratchcard at a participating location, on a first-come, first-served basis while stocks last. Each of the 10 chosen retailers receives 500 coins.
“As we celebrate 30 years of National Lottery Scratchcards, we wanted to create a fun, engaging moment that not only rewards our standout retail partners but also helps generate excitement and drive footfall,” said Karl Southworth, Head of Field Sales at Allwyn. “These ‘Scratch-coins’ are a brilliant way to recognise a small group of our ‘gold standard’ retailers, who consistently go above and beyond in bringing The National Lottery to life in their local communities. That being said, we’re incredibly proud of our entire retail network — every one of our 43,500 partners plays a vital role in helping raise £33m for National Lottery-funded projects every week.”
Campaign Details
The 10 participating retailers were chosen for their long-standing relationship with The National Lottery and their engagement with local communities. They span the UK: Go Local in Glasgow, Costcutter in Birmingham, Houghton and Wyton Community Shop in Houghton, New Southgate Food Centre in London, Victoria Wine and Spiritz in Leicester, Your Store in Brighton and Hove, Nisa Sevenways in Manchester, S And M Stores in Coventry, NASDA Stores in Braintree, and Jules Convenience in Telford.
The Scratch-Coin giveaway applies to all National Lottery Scratchcard purchases at participating locations, including the new ‘300,000 Birthday’ Scratchcard, which launched alongside the anniversary campaign. Priced at £2, the card gives players an overall 1 in 3.33 chance of winning a prize, with a top prize of £300,000.
Hattie Stewart Collaboration
Hattie Stewart is known for her use of bright colour and chaotic, doodle-inspired imagery. Her commercial work spans music, fashion and media. Brand collaborations include Adidas Originals, Nike, Gucci, Apple Music and Swatch. She has also worked with artists including Kylie Minogue and Mac DeMarco, and with publications including GQ, Interview Magazine and The New York Times.
“Scratching is such a satisfying ritual. It’s about anticipation, excitement and that little moment of hope,” said Stewart. “I love that even now, people get creative with it when they don’t have a coin to hand, using keys, cards, rings, even their fingernails, but nothing quite beats doing it properly. I wanted the coin to feel fun, celebratory and full of personality.”
Thirty Years of the National Lottery
The campaign marks three decades since National Lottery Scratchcards were first introduced. Allwyn, which operates The National Lottery under licence from the UK Gambling Commission, took over from Camelot in 2024. The company has broadened its commercial footprint since the transition, including a $2.5bn acquisition of a majority stake in PrizePicks, the US daily fantasy sports platform.
Since The National Lottery launched in 1994, more than £53bn has been raised for good causes, funding over 680,000 projects across the UK. Players raise around £33m every week for National Lottery-funded projects. Total prize money awarded to players stands at over £103bn, with more than 8,000 millionaire winners created since launch.
The Scratch-Coin promotion runs while stocks last at the 10 participating locations. A full retailer list is available at http://www.national-lottery.co.uk/scratchcards/scratch-coin.
Source: Allwyn
