Littlewoods pares retailers in 3m scratchcard relaunch

Littlewoods Lotteries has dropped 10,000 retailers from distributing its scratchcards, which it is relaunching this week with new branding and a 3m marketing budget.

The move gives Camelot the widest distribution of scratchcards, with 35,000 outlets compared with Littlewoods’ slimmed down base of 30,000 retailers.

Andrew Slamin, Littlewoods Lotteries marketing director, says the move will cut out poorly performing outlets to sell more tickets through a smaller number of retailers.

The company has also scrapped its Scratchies brand and Lukcy, which it acquired when it took over UK Charity Lotteries.

It is relaunching the scratchcards under the new umbrella branding of Littlewoods Lotto, with a Jackpot game, the British Legion Poppy Day card, and two games with a humourous slant.

In another move, the company has linked with Manchester United Football Club to launch an exclusive scratchcard called Lucky Devils, which will be sold in post offices and corner shops in London and the North-west.

Littlewoods has also tested a new scratchcard game called “Fatcats” to lampoon National Lottery operator Camelot. However, the test has been discontinued, as people thought it made Littlewoods look defensive.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here