Ahead of the return of I'm A Celebrity... Get Me Out of Here! later this year, National Lottery operator Allwyn is working with Zoo 55, part of ITV Studios, to develop a new, online instant lottery game – uniting two of the UK’s most iconic entertainment brands.

The engaging new game – named 'Critter Challenge' (available on the National Lottery website) and 'Camp Stars' (available on the National Lottery app) – uses well-known licensed imagery and icons from the show, such as offering players the chance of participating in their very own virtual 'Bushtucker Trial'.

Over the next few months, both games – which cost £3 per play – give National Lottery players the chance to win prizes of up to £150k, tapping into the nationwide buzz around one of the UK’s most iconic shows and shared values of adventure and fun, to deliver a new product experience.

As excitement builds for the return of I’m A Celebrity... Get Me Out of Here!, Allwyn will support the launch of its themed game with a series of engaging media activations designed to celebrate the show’s spirit and connect with fans nationwide. These will include digital activity highlighting the fun and excitement of The National Lottery’s instant win experiences.

Steve Parkinson, Marketing and Brand Director at Allwyn, said: “The return of I’m A Celebrity is a much-loved annual UK tradition, and we wanted The National Lottery to be part of that nationwide excitement. These two games are designed to delight both new and existing players by transporting them to the heart of the I’m A Celebrity jungle, complete with familiar elements from the show. And, most importantly, every time someone plays a National Lottery game, they’re contributing to the £30m raised every week for UK Good Causes.”

Steve Watling, SVP Gaming, Zoo 55, commented: “We are excited to bring a new I’m A Celebrity… Get Me Out of Here! themed game to The National Lottery with Allwyn. The game features fun elements from the show, including the famous Cyclone and Dingo Dollar prize game at the Outback Shack. Players have multiple chances to win and also support UK Good Causes.”