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

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Top Trending Ads & Platform Distribution

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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.

UNO!

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

UNO! Iteration Ideas

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

Gameplay

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

Seasonal Gameplay

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

card games

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

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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

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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

card games

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

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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

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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

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