Earlier this month, Allwyn, the operator of the UK national lottery, announced a new partnership with Scoot, a rapid delivery platform that delivers shopping directly to consumers’ homes. This development prompted me to reflect on how such partnerships could influence scratchcard sales in a rapidly evolving market.
Lottery operators in the UK have been collaborating with delivery services for some time, including major retailers like Tesco and Morrisons. These retailers typically take precautions against underage sales, and all drivers are trained to recognize at-risk customers.
However, the situation changes when gig economy drivers are introduced into the mix. These drivers, who work as independent contractors using their own vehicles, often operate under tough financial conditions. They earn money on a per-delivery basis, which can lead to a lack of attentiveness in their operations, such as misdelivered parcels being left on doorsteps instead of being handed directly to recipients. This is not a critique of the drivers themselves; many are earning just above minimum wage while trying to maximize their income by juggling multiple delivery apps.
I reached out to Allwyn for clarification on driver training. A spokesperson explained that the retailer carries the responsibility for training, yet Scoot’s model is focused on third-party drivers who lack an employer-employee relationship. It raises concerns about consistency in how underage gambling is managed since these drivers often do not develop a familiarity with their customers. "These drivers are less likely to make repeat deliveries, which diminishes their ability to notice patterns in customer behavior over time," the spokesperson stated.
A notable point is that drivers delivering lottery products do not receive specific information about the items in their deliveries. The spokesperson elaborated that retailers intentionally limit this visibility, sealing delivery bags to prevent any tampering. They can verify age if prompted but do not have insight into the products being delivered.
Allwyn has emphasized that the responsibility for preventing underage gambling and promoting responsible play rests with the retailers. They argue that these retailers are in the best position to monitor customer behavior and enforce safeguards similar to what exists within a physical store environment.
Scratchcard sales are a significant growth area in the UK. As a precaution, customers are limited to a maximum of ten scratchcards per transaction. This measure, combined with the fact that 0.5% of scratchcard sales in the UK currently occur through such delivery services, suggests room for growth in this channel. Allwyn is keen to expand its partnerships to enhance accessibility.
There’s an intriguing aspect regarding research on scratchcards and their relation to gambling disorders. Although the Gambling Commission published research in 2025 indicating that scratchcards had a low Problem Gambling Severity Index (PGSI) score, non-National Lottery scratchcards posed a higher risk.
Allwyn is proactive about addressing potential gambling issues. They maintain a thorough game design process to ensure their scratchcards are lower risk and not appealing to vulnerable groups. The spokesperson noted that every new scratchcard undergoes rigorous assessments to evaluate its risk levels. If any design is found to be too risky, it is revised or not launched.
In assessing the addictive nature of scratchcards, Dr. Michael Auer, a researcher on the topic, pointed out that while some studies suggest a correlation between scratchcards and gambling problems, findings are inconsistent. He stressed that the frequency of play is much higher with scratchcards than traditional lottery games, which could influence gambling behavior.
As for the safeguards surrounding direct-to-consumer lottery purchases, Allwyn has been clear that customer protection is paramount. They have been selling scratchcards via home delivery platforms responsibly and have implemented measures to monitor customer purchasing patterns.
Every online order is tracked, and retailers utilize customer data to identify potential signs of excessive play. The existing cap of ten scratchcards per order is another safeguard designed to minimize risk.
There are legitimate concerns about third-party platforms that may not prioritize customer welfare in the same way retailers do. The rapid convenience of gig economy delivery comes with risks, which industry players must acknowledge. An unsettling story of a young woman whose alcohol dependency intensified due to alcohol delivery services exemplifies these risks. Despite companies touting their commitment to responsible processes, actual enforcement can falter without consistent oversight.
The gambling industry must take heed of such incidents, recognizing that shortcuts in governance and oversight can lead to harmful outcomes. Mitigating risk is not just about having procedures; it’s about ensuring those procedures are actively implemented and monitored at every level.
