Allwyn hands out over 1.5M limited edition FastPay wallets to retailers

Allwyn is distributing over 1.5 million limited edition National Lottery FastPay wallets to its retail partners to enhance in-store engagement and encourage repeat lottery sales. The wallets, made from recyclable materials and delivered by Allwyn's Retail Growth Executives during scheduled visits over the coming weeks, are designed to hold a FastPay card and can be gifted to loyal customers or convert them from ticket users to FastPay users.

Direct delivery: what, who, and when regarding the FastPay wallets

The initiative involves the physical delivery of over 1.5M wallets to associated retailers of the National Lottery. The units will arrive during business visits conducted by Allwyn's Retail Growth Executives in the weeks following the announcement and are designed for gifting to players already registered with FastPay as well as to enhance the conversion of customers currently using lottery tickets.

The wallets feature printed slogans aiming to spark engagement at the point of sale: “Your lucky numbers at your finger tips!” and “Go on… have a play!”. They are made from recyclable materials and their format allows them to store the FastPay card, which records numbers, lines, and gaming periods.

What is National Lottery FastPay and how does it drive in-store sales?

National Lottery FastPay is a method that saves player selections on a printed card, eliminating the need to fill out a ticket for each purchase. The card can store multiple lines, drawing days, and up to four weeks of play, which facilitates ticket reprinting at terminals by scanning the card.

FastPay reduces transaction time at the counter and helps minimize queues. According to Allwyn, Lotto FastPay users spend an average of 37% more than players using Lucky Dip. This average spending increase and transaction speed are the commercial arguments Allwyn presents to retailers to drive adoption.

Commercial message and context of large jackpots

Karl Southworth, Head of Field Sales at Allwyn, positioned the campaign in the context of large jackpots: “With the Powerball jackpot continuing to climb – currently estimated at £187m – and a EuroMillions special jackpot of £111m on offer tonight (25 September), our retail partners have a fantastic opportunity to remind players to ‘lock in their luck’ with a National Lottery FastPay card. And they can sweeten this deal even further by presenting customers with one of these brand-new wallets.”

Allwyn suggests that retailers use the wallets as a tool to remind players to secure their numbers in light of the large jackpots and to add a tangible incentive to switch to FastPay.

“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. 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.” — Karl Southworth, Head of Field Sales, Allwyn

Benefits for retailers and in-store activation flow

Allwyn structures the delivery as a clear business opportunity for points of sale:

• retailers can gift wallets to regular FastPay customers to enhance their loyalty;

• they can offer wallets to customers currently using tickets, accompanying the FastPay card to facilitate the transition;

• the use of the card speeds up transactions, and according to the company, increases average spending per customer.

The immediate result that Allwyn promotes is greater gaming frequency per customer, increased counter sales, and thus more commission for the retailer and higher revenues allocated to Good Causes.

Operational implementation and considerations for the retail network

The door-to-door delivery by the Retail Growth Executives means that Allwyn will be able to explain FastPay in person and suggest activation tactics at the point of sale. For retailers, this simplifies the adoption: they receive the physical wallet, the FastPay card, and business advice during the same visit.

From an operational perspective, the in-person intervention facilitates the capture of customers already identified as frequent and quick training of cashiers to scan cards and explain the system to casual buyers.

Commercial implications and relationship with customer experience

Allwyn's proposal combines physical merchandising with a digital-physical product (the FastPay card). The company bets on conversion mechanisms that reduce transactional friction and which, according to their data, generate an average of 37% additional spending among Lotto FastPay users compared to Lucky Dip.

This commercial argument is designed to justify the investment in promotional materials and commercial time: higher average tickets and repeat purchases that, in Allwyn's discourse, offset the campaign cost and increase remittances to Good Causes.

What to expect in the coming weeks

Retailers will begin to receive the wallets during visits from Allwyn's Retail Growth Executives. The company expects the distribution to spark in-store conversation, help convert ticket users, and increase transaction speeds at points of sale.

For operators, suppliers, and store network managers, the initiative provides a practical case for combining promotional material with a retail payment product; viewing the payments section may assist commercial teams in strategizing their response. For sector analysis and market reactions, it is relevant to follow coverage on our news page and the B2B discussion on execution at b2b.