Dive Brief:

• Uno, the Mattel-owned card game, plans to operate a series of social clubs across the country to encourage fans of the game to gather in person and play together, according to information shared with Marketing Dive.
• The first Uno Social Club will open at the Palms Casino Resort in Las Vegas from July 18-20 with a suite decorated in the game’s color palette of red, green, yellow and blue. Consumers can enter to win a stay at the suite by posting a TikTok video using a new Uno Reverse Card filter.
• Public social clubs at bars and other venues across the country are planned for later this year. These pop-up events will include Uno-themed drink menus, photo moments and tournament-style play.

Dive Insight:

Uno Social Clubs are intended to put the game at the center of tabletop gaming culture, which has seen a growth in popularity largely fueled by younger consumers. With the global tabletop gaming market expected to hit $34.1 billion by 2030, the Mattel brand is leveraging the desire for in-person connection to keep the game relevant with younger generations as the gaming space sees an influx of competition.

While the social clubs put in-person experiences front-and-center, the effort still has a heavy digital focus. For example, encouraging fans to post a video using a special TikTok filter and the hashtags #UNOSocialClub and #MattelContest for the chance to win a stay at the Las Vegas suite will help drive social media engagement. Additionally, the brand is putting paid support behind branded video during the submission period, which lasts until June 19. Paid brand ambassadors will also have access to the suite.

Demand for tabletop games saw an initial uptick during the COVID-19 pandemic as consumers looked for time away from screens during lockdown. However, even as the world reopened, tabletop gaming’s popularity continued to grow. This has led to an influx of board game cafes and other venues where consumers gather to play games face-to-face.

Uno Social Clubs take advantage of the demand for in-person gaming while making the card game the sole focus of consumer attention. A traditional board game cafe can have over a thousand different options for consumers to choose from.    

Uno is one of the top selling games in the world, largely due to its quick and easy-to-learn nature. In 2023, approximately 60 decks were sold every minute. Since its inception in 1971, the game has repeatedly looked for ways to maintain its relevance. Variations on the game, including Uno Golf, Uno Teams and Uno Show ‘em No Mercy, provide consumers with new ways to play. Variations on the game will be showcased in the Las Vegas suite.

Mattel saw revenue of $826.6 million in Q1 2025, a 2.11% year-over-year increase, according to an earnings report released earlier this month. During a call discussing the results, executives addressed concerns around Uno’s production amid tariffs, as the game is produced in China and India. Versions of the game produced in China will be directed towards consumers outside the U.S., while production in India will be ramped up to meet U.S. market demands.