Allwyn launches “Add Some Play to Christmas” responsible play campaign

Allwyn, the UK National Lottery operator, has rolled out a multi-channel festive push called “Add Some Play to Christmas”. The positioning is simple: make seasonal moments a bit more playful—while keeping a clear, repeatable message that gambling products are strictly for adults and should be gifted responsibly.

What the campaign is trying to do

• Center Scratchcards in Christmas social moments: the creative leans into togetherness and light, relatable fun.
• Reduce youth exposure: reinforcing that buying, gifting, receiving, and playing is for 18+.
• Make protection visible: using consistent responsible-play markers in gifting-related advertising.

Gift Responsibly: the “adult-only” line in bold

A major part of the story is Allwyn’s reported participation in the National Council on Problem Gambling (NCPG) Gift Responsibly campaign for 2025—at the highest “Level 3” sponsorship tier, described as a first for the UK National Lottery at that level. As part of this, festive gifting ads carry an “18+ Gift Responsibly” mark to keep the rule unmissable.

Zooming out: the Gift Responsibly initiative exists to warn adults about the risks of exposing children to gambling via “harmless” gifts like lottery products. In 2025, NCPG also expanded messaging with a “Too Young to Bet” option to address broader forms of youth gambling exposure.

Operational guardrails (the unsexy stuff that actually matters)

Beyond creative, the reporting highlights retail-focused controls: training across tens of thousands of partners, compliance checks, and ongoing programmes designed to prevent underage sales and curb excessive play. This is the kind of infrastructure that turns “responsible play” from a slogan into a system.

Why this matters for Cambo234 (and for SEO)

Responsible play isn’t just a legal checkbox—it’s long-term brand equity. Search engines reward trust signals, clear policies, and consistent user-first messaging. For Cambo234, this is a useful case study: fun campaigns perform better when they’re paired with simple, visible protections.

Responsible play checklist (quick, practical)

1. Set a budget before you start—and stick to it.
2. Set a time limit; breaks are part of the strategy.
3. Never chase losses. That’s the fast lane to regret.
4. Play for entertainment, not as income.
5. 18+ only and follow local laws/regulations.

Explore Cambo234: Cambo234.com • About Us • Blog

External references

• NCPG: Gift Responsibly / Too Young to Bet