Competitive TrendsCard 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 downloading and playing, e.g. fear it’s a scam
  • Provides social proof that card games are bona fide
  • 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

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 Trends Competitive Concept

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: Game Benefits

  • Create videos that leverage the benefits of playing Gin Rummy & Spades:
  • Scientific evidence that card playing relieves stress, boosts immune system, improves motor skills, and increases memory function and socialization
  • Targets an older demographic (50+)
  • Competitor/Share of Voice:
  • WSOP: 24% SOV
  • MobilityWare Solitaire 31% SOV
  • Player Motivations:
  • Targets players interested in relaxation and enjoyable self-improvement/self-preservation (a game with benefits)

Concept: Avatar Lives

  • What do these avatars do when they’re not playing cards? Let’s put them in funny 2D situations (in a car, in a restaurant) where we can utilize their shape and engage them in mundane conversations:
  • Breakthrough for this category where there is almost exclusively gameplay
  • Showcases visual style of the game Can combine with gameplay
  • Competitor/Share of Voice:
  • N/A
  • Player Motivations:
  • Targets players who will be attracted to visual style and narrative

Concept: Near Misses

  • Create videos of gameplay in which near wins happen repeatedly and lead to FAILS:
  • Waiting for Gin card when other player puts down the card you need
  • Going down and getting undercut by a point
  • Can feature voice over or supers underscoring frustration
  • Competitor/Share of Voice:
  • Multiple games using this technique but it has not been used in social casino games; missed opportunity given psychology of near misses
  • Player Motivations:
  • Capitalize on near-misses motivating players to keep playing as much or more than wins

Concept: Clams/Music Video

  • Use R&B or other genres to create game art-based music videos:
  • Syncopate music to cards getting slammed down in gameplay
  • Competitor/Share of Voice:
  • AFK Arena: 78% SOV
  • King’s Raid: 25% SOV
  • Tap Sports Baseball: 16% SOV
  • Player Motivations:
  • Targets players who will be attracted to music and visual style

Concept: Heat of the Moment

  • Dramatize the make or break moments in a game:
  • Engage players by presenting them with options to win
  • Demonstrates strategy and tension of gameplay
  • Provides lesson in how game works
  • Competitor/Share of Voice:
  • WSOP: 16% SOV
  • Player Motivations:
  • Targets players interested in Social & Mastery motivation models

Concept: Play by Play

  • If you’ve ever watched WSOP, you’ve heard the announcers doing play by play (and a lot of random conversation). Let’s bring that “announcer” feel to Rummy Stars & Spades Royale:
  • Adds humor to the games
  • Makes games feel “larger than life”
  • Gives the games a more sport-like feel, rather than the older demographic it can sometimes be associated with
  • Competitor/Share of Voice:
  • WSOP: 6% SOV
  • Flip & Dive 3D: 89% SOV
  • Flip Dunk: 90% SOV
  • Player Motivations:
  • Targets players interested primarily in fun & entertainment

What's Hot In Q2 2020? See All Creative Trends

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