Card Games: Creative Trends

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Competitive Trends Card Games

Competitors (Card Games) : Rummy Royale, Gin Rummy Plus, Gin Rummy Best Card Game, Gin Rummy Master, Spades, Spades Card Classic, Solitaire Deluxe 2, Solitaire Tri Peaks, Solitaire Cube, 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
Competitors (Casino/Lottery) : 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
Competitors (Shopping/Cash Back) : Inbox Dollars, IBotta, Receipt Hog, Shopkick, Surveys on the Go, Swagbucks
View competitive videos here

Card Games Trends

Game Overview/Gameplay: Videos explaining how the game or app works with users/players, screenshots/gameplay and rewards. (Caesars Casino, Gin Rummy Plus, Inbox Dollars)
Player Focused: Player versus player with player avatars or live video inset, often focused on range or types of players. (Poker Face, Blackjackist, many others)
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)
Relax/Train Your Brain: Messaging centered on the way the game sharpens your mental skills and/or relaxes you. (WSOP, MobilityWare Solitaire)
Real Game Footage: Live footage intercut with gameplay. (Flip Dunk, WSOP, Zynga)
Community: Videos featuring gameplay between players, or texts between players regarding the app itself. (IBotta, WorldWinner)
Heat of the Moment: Hyper-focused moments in the game when a big decision will make or break you. (WSOP)
Strong>Humorous Voice Over: Mock announcer(s) or player voice over, used over gameplay. (WSOP, Flip & Dive 3D, Flip Dunk)

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
Demonstrates how the game works
Competitive Landscape/Share of Voice:
Caesars Casino, Gin Rummy Plus, Solitaire Deluxe 2, Dice with Ellen, Inbox Dollars, Shopkick, many more
Dosh: 76.8% Share of Voice
Gin Rummy Plus: 70% Share of Voice

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

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

Concept: Card Games 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 success of poker TV broadcasts and programming
Competitive Landscape:
Seen more in games featured on live game streaming sites like Steam and Twitch

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 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

To See More Card Game Trends

Section 1: Why Creative Is So Important
Creative Tunnel Vision and How to Overcome It
Section 2: Inspiration for Card Game Ads – Facebook and Google
Card Games Competitors We Studied
Card Games Competitive Trends
Card Games Creative Concepts We Recommend
Section 3: Using Player Profiles for Market Segmentation and Creative Targeting
Pasta Sauce, Pickles, and Howard Moskowitz
Horizontal Segmentation for Facebook User Acquisition
Game Theory and User Behavior Models
People Can’t Always Tell You What They Really Want
Player Profiles as UA Creative Strategy 2.0
Section 4: Creative Testing and Why the Control is So Hard to Beat
Statistical Significance vs Cost-Effective Approach
How We’ve Been Testing Creative Until Now
Creative Testing 2.0
Conclusion
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