Creative is an advertiser’s best opportunity for a competitive advantage in social advertising. Soon, the combination of Facebook’s and Google’s Media buying automation with Apple’s removal of IDFA will make ‘winning’ creative ﹘the five percent of Facebook videos that are successful﹘of paramount importance. Here we break down Card Games Creative Strategy with competitive trends & creative recommendations, so you can learn from their creative best practices.

Card Games Creative Strategy Competitive Analysis

  • Card Games Competitors: Solitaire Deluxe 2, Solitaire Tri-Peaks, Spades Plus, MobilityWare Solitaire, WSOP, Solitaire Cube
  • Casino/Lottery Competitors: Lucktastic, 21 Blitz, Lucky Day, Caesars Casino Official Slots, House of Fun Slots, Lucky Lottery Scratchers, Slotomania Vegas Casino Slots, Cube Cube, Worldwinner,  Jackpocket, SpinToWin Slots, Dice with Ellen
  • Shopping/Cash Back Competitors: Inbox Dollars, IBotta, Receipt Hog, Shopkick, Surveys on the Go, Swagbucks
  • Solitaire Competitors: Rummy Royale, Gin Rummy Plus, Gin Rummy Best Card Game, Gin Rummy Master, Spades, Spades Card Classic, Solitaire Deluxe 2, Solitaire Tri-Peaks, Spades Plus, MobilityWare Solitaire, Fairway Solitaire, WSOP, Hearts World Tour, Klondike Farm Adventure, 21 Blitz, Bingo Town, Bingo Blast, Hearts Card Game Classic, Solitaire Time Warp, Grand Gin Rummy, Solitaire Epic Adventures, Bingo Pop, House of Blackjack 21, Bingo Bash, Wild Classic Slots, Poker Face Live Texas Hold Em, Zynga Poker, Blackjackist, Backgammon Live, Dominoes Gold, MobilityWare Solitaire, Flip & Dive 3D, Flip Dunk, NBA 2K Mobile, Chess Royale
  • View competitive videos here.

card games creative strategy

Card Games Creative Strategy Player Motivations

Demographics

As of the last estimate, there were currently over 170 million active social casino gamers worldwide, with millions of players playing on any given day (Martin, 2014). To put this in perspective, social casino gamers outnumber online gamblers 4:1. Perhaps surprisingly, the average social casino gamer is a 40-year-old middle-class woman and women make up over 2/3rds of social casino gamers (Superdata, 2016). That said, social casino games seem to be a popular form of entertainment across all stages of life, including among adolescents and young adults (Kim, Wohl, Gupta, & Derevensky, 2016, 2017; Griffiths & Wood, 2007).

Motivations

Motivations for playing social casino games are likely similar to motivations for engaging in gambling (Wohl, Salmon, Hollingshead, & Kim, in press). That is, people may play for fun and entertainment, to pass the time, to relax, relieve boredom, or to distract themselves from negative emotions. Additionally, a portion of gamers may be attracted to the social feature of social casino games, such as seeing their scores on leaderboards and sharing their achievements on Facebook. Yet, some social casino gamers may use free-to-play simulated gambling games to practice their ‘skills’ before playing for real money gambling.

  •     Social Casino Games: Current Evidence & Future Directions, Hyoun S. Kim, University of Calgary

 

Gaming Psychology of Near Misses:

“…Near-misses have some intrinsic appeal for our reward circuitry, tricking those brain cells into believing that we won even though we actually lost… This suggests that, from the perspective of our dopamine neurons, near misses are virtually indistinguishable from actual wins. Both forms of feedback tickle our reward circuitry, which is why Vegas invests in games and algorithms that are full of close calls. For a casino, the beauty of a near miss is clear: Although we’ve lost money if feels as if we won.”   

  •     The Near-Miss Effect, Jonah Lehrer, Wired Magazine, 3.28.11

Although no studies have investigated the ramifications of Candy Crush near-misses, one can make reasonable inferences based on near-misses in other scenarios. In slot machine games, near-miss outcomes encourage the urge to continue to play despite the absence of reward (Côté et al. 2003; Kassinove and Scharev, 2001; Clark et al. 2009; Billieux et al. 2012). In general, the idea of falling just short of a big win appears to facilitate players wanting to continue with the game in the belief that practice makes better, or more spins will eventually lead to success (Kassinove and Schare 2001).

  •     The Candy Crush Sweet Tooth: How Near Misses in Candy Crush Increase Frustration, and the Urge to Continue Gameplay: Journal of Gambling Studies, Volume 33, Issue 2, pp 599–61

 

Card Games Creative Strategy Trends

  • App Explainers: Videos explaining how the game or app works with users/players, screenshots/gameplay, and rewards. (Caesars Casino, Gin Rummy Plus, Inbox Dollars)
  • Real Winners/Testimonials: Videos featuring real winners and amounts they’ve won. (Lucktastic, Lucky Day)
  • Newsreel: Videos showing newsworthiness of the app based on real or fake news coverage. (House of Fun Slots, Jackpocket)
  • Casino Lifestyle: Videos with colorful slot machine graphics and/or big band music. (Caesars Casino, Gin Rummy Plus, WSOP, Slotomania, Spades Plus, Spin to Win Slots)
  • Community: Videos featuring gameplay between players, or texts between players regarding the app itself. (IBotta, WorldWinner)
  • Winners/Testimonials: Videos featuring winning moments and real winner testimonial. (Skillz)

card games creative strategy

Card Games Creative Strategy Trends (Cont.)

  • Game Overviews/Gameplay: Overview of how to play, game elements, and gameplay, sometimes with a picker manipulating cards. (Grand Gin Rummy, Spades Plus, many others)
  • Player Focused: Player versus player with player avatars or live video inset, often focused on the range of types of players. (Poker Face, Blackjackist, many others)
  • Covid-Related: Videos with messaging built around boredom, being stuck at home, or not connecting with friends. (Gin Rummy: The Best Card Game)
  • Relax/Train Your Brain: Messaging centered on the way the game sharpens your mental skills and/or relaxes you. (WSOP, MobilityWare Solitaire)
  • Player Testimonial: Positive reviews or testimonials regarding the game. (21 Blitz)
  • The heat of the Moment: Hyper-focused moments in the game when a big decision will make or break you. (WSOP)
  • Humorous Voice-over: Mock announcer(s) or player voice-over, used over gameplay. (WSOP, Flip & Dive 3D, Flip Dunk)
  • Real Game Footage: Live footage intercut with gameplay. (Flip Dunk, WSOP, Zynga)

card games creative strategy Card Games creative strategy

Card Games Creative strategy card games creative strategy

 

Concept: App Explainer

Explainer videos showcasing how the game works and how players win money:

  • Legitimizes app while demonstrating how you win
  • Demystifies the game, lowering barriers to play

Card games creative strategy App Explainer

app explainer

Concept: Spokesperson

Use a spokesperson/actor to appear in a variety of videos:

  • App demonstration/overview
  • Interviews with real winners
  • Aspirational/optimistic stories

Competitive Landscape

This has been used by established sweepstakes firms, e.g. Publisher’s Clearing House – to their advantage

Card Games creative strategy Concept

Concept: News Coverage/PR

Create videos that leverage any news coverage of the app:

  • Portrays the app as a legitimate way to win money and by playing card games
  • Removes barriers new players might have to download and play, e.g. fear it’s a scam
  • Provides social proof that card games are bonafide

Competitive Landscape/Share of Voice:

  • House of Fun Slots, Jackpocket
  • House of Fun Slots: 7% SOV
  • Jackpocket: 21% SOV

Card Games creative strategy news coverage PR Card Games news coverage PR

Concept: Card Game Influencers

Create videos featuring influencers such as Mikey Slice and PickTooth:

  • Attracts players while legitimizing the game
  • Demonstrates you can win money by playing
  • Aligned with eSports trend and builds on the success of poker TV broadcasts and programming

Competitive Landscape:

  • Seen more in games featured on live game streaming sites like Steam and Twitch

card game creative strategy card influencers

game card influencers

Concept: E-Sports Cards

Portray real winners as athletes:

  • Static images of winners in athletic/heroic poses
  • Graphics like baseball cards with stats and nicknames
  • Leverages skill of card game players, downplaying luck
  • Aspirational
  • Funny but tongue-in-cheek
  • Aligned with eSports trend and builds on the success of poker TV broadcasts and programming

Competitive Landscape:

  • Twist on the “Real Winner” creative featured in games like Solitaire Cube, Lucktastic and Lucky Day

competitive landscape competitive landscape

Concept: Competitive

Juxtapose real money card games and social card games:

  • Why play regular solitaire when you could win money just for playing?
  • Short videos compare and contrast screenshots of “boring” card games with winners and excitement of real money card games
  • Other videos could juxtapose dull-looking stock imagery of people with “Plays Solitaire” winners/stars

card games competitive card games competitive

card games competitive

Concept: Winners/Testimonials

Real (or not) winner testimonials perform well across all sub-genres. Testimonial videos tend to run long, so consider featuring them on your website and on YouTube:

  • Create still imagery ads featuring female winners
  • Consider opening shots of cash with motion instead of static imagery
  • Create videos combining winners and gameplay
  • TikTok style videos of female players playing/winning
  • Create short videos that better utilize the emotion of the winner testimonials
  • Create winner reels that leverage multiple winner testimonials into one video

Concept: Winners/Testimonials Concept: Winners/Testimonials

Concept: Winners/Testimonials

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