Swipe Right

Mattel163: UNO! Mobile Wildcard Series: All-Stars

Can a mobile card game break into the esports space? U-NO it!

We introduced UNO! Mobile as a competitive title with a bang. Featuring a star-studded cast of gaming and esports talent, the UNO! Mobile Wildcard Series: All-Stars showcased a brand new way to play the world’s favourite card game.

Breaking into the mobile esports space as a hyper casual title is no easy feat. To establish UNO! Mobile as a legitimate esports title and build its profile with relevant press, Swipe Right worked alongside developer and publisher Mattel163 to launch a three-week tournament with the UNO! Mobile Wildcard Series: All-Stars.

The inaugural event brought together top content creators across gaming and esports, including Valkyrae, CouRage and LilyPichu, in a live streamed battle for the title and a solid gold UNO card. The event was a huge success, being the #2 ranked most watched game on YouTube during the grand final.

To build UNO! Mobile’s credibility with esports press, we identified key opportunities for the title to distinguish itself from other mobile esports titles. We recognised that the game had virtually no barrier-to-entry and is highly accessible, filling a niche for inclusive, competitive mobile gaming. Upon discovering this unique selling point, Swipe Right was able to secure both an interview as well as a thought leadership guest article from Mattel163 CEO Amy Huang on this matter in the leading mobile games trade PocketGamer.biz.

From the launch of the tournament to the crowning of the first UNO! Mobile Wildcard Series winner, Swipe Right worked to secure 89 pieces of coverage, with a combined total reach of 611 million. This included coverage across mobile media and hard to reach esports press who don’t typically cover mobile gaming, with pickup including Sportskeeda, Dexerto, Dot Esports, Esports.GG, Esports Insider and Win.GG.

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