A web burster/inserter assembly receives a continuous supply of coupons in the form of a web where the forwardmost coupon is attached to the following coupon. The web burster/inserter separates individual coupons from the web and directs the coupons to a desired location. A ram may be used to effectuate the separation. The web burster/inserter is capable of being used with coupons of varying thickness such as plastic prizes and game pieces.