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Mattel is pulling out all the stops for its UNO brand, launching a new experiential concept dubbed the UNO Social Club across the country.
The Big Play: Mattel wants UNO to be more than just a card game… it wants it to be a lifestyle brand that connects young people IRL. While that’s a tough hand to play (this is UNO we’re talking about), it shows how young people — worn out by COVID isolation and digital displacement — are seeking ways to connect with their community physically.
Behind the Cards: UNO is not coming to all casinos… but it is coming to one.
- UNO Social Club is a real-life version of the game, playable at bars and clubs in five major cities.
- Each Social Club will feature a dedicated UNO host, multiple versions of the game (like UNO Show ‘Em No Mercy and UNO Teams) played tournament-style, special décor, and merch giveaways.
- The first Social Club will take place at the Palms Casino Resort in Las Vegas this weekend — yes, UNO now joins the ranks of Blackjack and Texas Hold ‘Em.
Last Move: Although this may seem a little funny, UNO is kind of a big deal. According to Fast Company, UNO was the top-selling traditional game during the pandemic. As Gen Z ventures outdoors (read: out of their house or apartment) and into the wild (read: literally anywhere else), a UNO Social Club could actually be pretty appealing. There’s a reason why the tabletop games market is expected to grow from $19.5 billion to $34.1 billion by 2030.
Guessing Game: With Gen Z drinking significantly less than previous generations, wholesome, gamified events like UNO Social Club could become the go-to night out activity.
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