Creative is an advertiser’s best opportunity for a competitive advantage in social advertising. 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 app ads from Mattel’s UNO! with competitive trends & creative recommendations, so you can learn from their creative best practices.
Card Games
UNO! Competitive Analysis
Competitors: Zynga Solitaire, Solitaire Deluxe 2, Solitaire TriPeaks, Solitaire Cube, 21 Blitz Solitaire Card Game, Solitaire Time Warp, Solitaire Epic Adventures, Fairway Solitaire, Microsoft Solitaire, Solitaire, World of Solitaire: Klondike, Rummy Royale, Gin Rummy Stars, Spades Royale, Bingo Town, Zynga Poker, Blackjackist, Backgammon Live, Chess Royale, Classic Solitaire, Solitaire Cruise, Solitaire Grand Harvest, Solitaire: Play Card Game & Win Giveaway
Top Trending Ads & Platform Distribution
Card Games Creative Trends
UNO! Makeover: What’s Working
- Player Focused:
- Gameplay concepts showcase types of players and PVP
- Pickers challenge players to make the correct move
- Puzzle Challenges:
- Simple card-based puzzle challenges measure mental prowess
- Hidden object and design-based challenges engage players from other game genres
- Live-Action:
- Live-action gameplay concepts combine nostalgic elements of UNO board game with mobile game.
Card Games Iteration Ideas
- Player Focused:
- Try other player types (e.g., “The Rookie,” “The Shark,” etc.)
- Use more situational concepts that challenge the player to make the right move
- Attempt other PVP concepts with a more diverse range of players
- Puzzle Challenges:
- Continue card-based challenges but leverage the hidden object/card match aspect more
- Try other illustrations for design-based puzzles (e.g., puppy, flag, etc)
- Try mental benefits within the IQ-concepts
- Live-Action:
- Create shorter versions of live-action concepts
- Try alternate music tracks on all concepts
Card Games Creative Trends
Concept: Gameplay
Experiment with different styles, backgrounds, and headers in gameplay:
- Experiment with fails within gameplay
- Try timed “non-relaxation” gameplay
- Use sped-up and slowed down gameplay
- Test short review headers/emojis and challenging headers
Competitors Utilizing Trend:
- Solitaire TriPeaks, Solitaire, Solitaire Card Game Classic, World of Solitaire, many others
Player Motivations:
- Targets players interested in challenge, completion, and customization
Concept: Gameplay/Seasonal
Experiment with different holiday styles, backgrounds, and headers in gameplay:
- Try holiday backgrounds and card faces
- Try short holiday-related headers, e.g. “Beat Holiday Stress”
Competitors Utilizing Trend:
- Solitaire Tripeaks, Fairway Solitaire, Solitaire
Player Motivations:
- Targets players with holiday-relevant messaging
Concept: Game Trailer
Create videos that explain the game of UNO! in more detail:
- Shows there’s more to the game than just UNO! (variety of rules, real-time matches, tournaments, leaderboards, 2v2 matches)
- Introduces potential players to new forms of UNO!
- Game tutorial to overcome player hesitation
Competitors Utilizing Trend:
- Solitaire TriPeaks, Solitaire Cube, 21 Blitz, Blackjackist, many others
Player Motivations:
- Targets players unfamiliar with the game
Concept: Comedic Add-Ons
Create concepts that add humor to gameplay:
- Voice over (player completing the game, play by play, subtitles)
- Inset character with talk/thought bubbles/emojis or other icons
Competitors Utilizing trend:
- Solitaire Deluxe 2, Gin Rummy Stars, World of Solitaire
Player Motivations:
- Targets players interested in entertainment in addition to puzzles
Concept: Relaxation
Create concepts that leverage the relaxing benefits of the game:
- Try “Calm” like relaxation and meditation backgrounds and slow gameplay and/or card play
- Card playing relieves stress, boosts the immune system, improves motor skills, and increases memory function and socialization
- Test new relaxation headers that speak to the benefits of stress relief
Competitors Utilizing trend:
- Microsoft Solitaire, Solitaire, World of Solitaire, Chess Royale, Solitaire Deluxe 2
Player Motivations:
- Targets players interested in benefits of relaxation
Concept: Mental Benefits
Create concepts that leverage the mental benefits of card games:
- Card playing relieves stress, boosts the immune system, improves motor skills, and increases memory function and socialization
- Test new headers relating to scientific evidence of card playing
- Experiment with different IQ headers
Competitors Utilizing Trend:
- Microsoft Solitaire, Solitaire, World of Solitaire: Klondike, Chess Royale
Player Motivations:
- Targets players interested in self-improvement, mastery, and completion
Concept: Player Testimonials
Create concepts featuring player reviews of the game:
- Experiment with inset player reviews talking to a camera
- Try written reviews in combination with gameplay
- Try meme style images with player “testimonials”
- Legitimizes game and overcomes hurdles to downloading
Competitors Utilizing Trend:
- Solitaire Cube, Solitaire: Epic Adventures, Solitaire Deluxe 2, Solitaire: Play Card Game & Win Giveaway
Player Motivations:
- Targets players unfamiliar with the game
Concept: Puzzle Challenge
Create videos with “puzzle challenges” to engage potential players:
- Not constrained by gameplay
- Utilize FAILS to demonstrate a challenge
- Attracts players from other types of puzzle games
Competitor/Share of Voice:
- Domino Master Zynga Poker, Solitaire Cruise, Chess Royale, Gin Rummy Stars
Player Motivations:
- Targets players interested in challenge and completion
Concept: Influencers
Create concepts utilizing influencers:
- Use Cameo to obtain celebrity endorsements of the Mobility brand and apps
- Legitimizes game
Competitor/Share of Voice:
- Solitaire Cube, 21 Blitz
Player Motivations:
- Targets players who are attracted to celebrities
