Allwyn hand-delivers 1.5m limited-edition FastPay wallets to UK retailers

Allwyn is hand-delivering more than 1.5 million limited-edition National Lottery FastPay wallets to its retail partners across Great Britain over the coming weeks. The colourful, recyclable wallets — stamped with the phrases “Your lucky numbers at your finger tips!” and “Go on… have a play!” — will be distributed directly by Allwyn’s Retail Growth Executives during store visits as a promotional push to drive talkability and increase draw-game sales.

FastPay wallets distribution and retailer use

The wallets are designed to hold a National Lottery FastPay card and are intended for retailers to give to loyal FastPay customers or to use as a conversion tool for regular National Lottery players who still use play slips. Retailers can present a branded wallet together with a FastPay card so customers have a convenient place to store their card and see their saved numbers at the point of purchase.

Allwyn plans to drop the wallets off during routine retailer visits handled by its Retail Growth Executives. The operator says the giveaway is free to retailers and targets both existing FastPay users and players who might switch from paper play slips to the FastPay system.

What National Lottery FastPay does and commercial impact

National Lottery FastPay removes the need for customers to complete a play slip at the terminal. Players’ chosen numbers or a Lucky Dip selection are saved on a printed FastPay card. The card can store multiple lines, selectable draw days and up to four weeks of play. At the point of sale the retailer simply scans the card at the terminal to print tickets, shortening transaction time and reducing queue pressure.

Allwyn cites two commercial benefits from wider FastPay uptake:

• Lotto FastPay users spend, on average, 37% more than Lucky Dip players.

• Faster transactions created by scanning a FastPay card help minimise queues and encourage repeat play.

Those outcomes are presented as advantages both for retailers — through increased sales and commission — and for the National Lottery’s returns to Good Causes.

Retail strategy and timing in-store

Karl Southworth, Allwyn’s Head of Field Sales, framed the campaign around current jackpot interest. He pointed to the ongoing Powerball jackpot, which was estimated at £187m, and a EuroMillions special jackpot of £111m that the operator said was on offer “tonight (25 September)”. Southworth said these large jackpots create a moment when retailers can remind customers to “lock in their luck” by switching to or using a FastPay card, and that the wallet giveaway provides an extra incentive to do so.

“We hope this free giveaway helps retailers raise awareness of National Lottery FastPay in their stores, as well as generate some chatter and fun with players,” Karl Southworth said. “By the same token, there are also obvious benefits for retailers. FastPay customers play more frequently and generate more in sales, boosting commission and returns to Good Causes in the process.”

The operator is using field sales visits to seed the wallets and promote staff conversations about converting regular play-slip users. The Retail Growth Executives’ face-to-face touchpoint is the primary distribution channel rather than a central postal or trade dispatch.

Why the move matters to retail operations and the National Lottery brand

Converting paper-based players to a stored-card model changes the retail journey in three practical ways:

1. It reduces the time required to complete a transaction, lowering queueing and staff friction.

2. It increases the average spend per transaction, reflected in Allwyn’s cited 37% uplift for Lotto FastPay users.

3. It creates a repeat-play mechanism via stored selections that can remain active for up to four weeks.

Retailers benefit from higher ticket volumes and corresponding commission, while the National Lottery benefits from increased sales that translate into higher contributions to Good Causes. The wallets are positioned as a low-cost, recyclable, physical reminder that makes the stored-card proposition tangible to customers who are used to play slips.

Implications for suppliers, retailers and field sales teams

Platform vendors, terminal manufacturers and retail trainers should expect increased demand for terminal familiarity around scanning FastPay cards and for point-of-sale prompts to support the wallet giveaway. Field sales teams will be central to execution: Allwyn’s Retail Growth Executives are the distribution channel, so their retailer relationships and visit cadence will determine rollout speed and initial uptake.

For retailers the choice set is straightforward. Accept the free wallets and offer them to customers as an incentive to adopt FastPay, or continue operating with play slips. Allwyn’s campaign is explicitly designed to make the first option easier and more visible to customers.

How Allwyn frames the campaign against commercial levers

Allwyn links the FastPay wallet push to measurable retail levers — average spend and transaction speed — and to seasonal demand driven by high-profile jackpots. The operator emphasises recyclable materials for the wallets and the promotional copy intended to create conversation at the point of sale. The campaign is executed through retail visits rather than mass marketing, relying on store staff to convert the physical giveaway into behaviour change.

Next steps for retailers

Retailers visited by Allwyn’s Retail Growth Executives can expect to receive wallets that hold FastPay cards, alongside guidance from field staff on encouraging customers to adopt the card. The operator is positioning the wallets as both a customer giveaway and a practical storage solution for FastPay users, with the aim of increasing repeat sales and reducing transaction friction.

Allwyn’s promotional push therefore combines product design (a reusable, recyclable wallet), a targeted distribution model (Retail Growth Executives visiting stores), and commercial timing (large jackpots such as the £187m Powerball and the £111m EuroMillions special) to stimulate in-store FastPay adoption.