The Beat The Chasers Scratchcard has been announced by Allwyn in the UK as a lottery product inspired by the namesake ITV Studios quiz show to help catch the attention of fans.
The scratchcard lottery product is inspired by the quick pace and intensity that the program is known for and features three themed games including Cash Builder, The Offer and Beat The Chasers. The National Lottery product will offer the chance to win one of five top prizes of £1.5-million with the average odds of winning at one in 3.52. The £5 scratchcard is available in retailers now.
Marketing Director at Allwyn Steven Parkinson spoke on the Beat The Chasers Scratchcard saying, "The Beat The Chasers programme has built a huge and loyal following across the UK, making it a natural addition to our Scratchcard and IWG line-up. With Beat The Chasers, we’ve created games that capture the competitive edge and quick-fire excitement of the show in a format that’s instantly accessible to players in-store and online."
What's Driving This Trend
- Tv-licensed Scratchcards
- Familiar quiz show formats are turning lottery tickets into fandom-driven experiences, creating space for instant-win products that blend entertainment recognition with retail accessibility.
- Game-show Gamification
- Competitive rounds, themed challenges, and recognizable gameplay mechanics are reshaping scratchcards into more immersive products with stronger emotional ties to broadcast franchises.
- Omnichannel Lottery Entertainment
- Retail and online instant-win formats are converging around branded entertainment properties, signaling new value in lottery experiences that feel consistent across physical and digital channels.
Who This Affects Most
- Lottery and Gaming
- Licensed media integrations are expanding traditional lottery portfolios with branded formats that differentiate scratchcards beyond prize value and odds.
- Television and Media
- Popular broadcast franchises are becoming monetizable gaming assets, extending audience engagement into everyday purchase moments outside scheduled programming.
- Retail Entertainment
- In-store lottery products tied to recognizable shows are adding entertainment-led impulse appeal, giving retailers new ways to connect foot traffic with fan-based purchasing behavior.
