The Mobile Card Game Reality Check
Card games are having a moment. Problem is, everyone knows it.
User acquisition costs are brutal right now—Mistplay data shows iOS CPI hitting $2.20, Android at $0.60, and Day 1 retention sitting below 23%. Do the math: you're paying more for users who don't stick around.
The solution? Video ads that grab attention in the first 2-3 seconds and need zero explanation. Here's how two very different games cracked the code.
Case 1: Tarneeb — When Drama Beats Explanation
The Problem
Tarneeb owned the MENA market but struggled everywhere else. Static banners were getting 0.6% CTR, CPI was killing ROI, and while D1 retention sat at 26% (above the 23% median), it wasn't enough for healthy LTV.
The Fix: "One Hand Changes Everything" We stripped the creative down to three universal moments:
- The clash. King of Hearts smashes Queen of Hearts in a shower of sparks
- The slam. Player's hand hits the table—victory, no translation needed
- The grin. Camera zooms on the winner's face
Before launch, we tested with 30 cold viewers. 80% immediately understood who won and wanted to "make that play." Only then did we go live.
Results (5-day A/B test):
The dramatic creative pushed an already decent 26% retention up another 6 points, finally hitting profitable LTV territory. Two follow-up variants kept performance strong for another month.
Case 2: UNO Mobile — The Sweet Taste of Revenge
The Problem
Everyone knows UNO, but familiarity bred contempt. Old creatives were tired, iOS CPI was above $3, and 7-day ROAS had dropped below the profitability threshold.
The Fix: "Ruin Your Friend's Day" We built a 6-second story around pure schadenfreude:
- 0-0.7s — Skip card spins and explodes
- 0.8-1.5s — Penalty cards rain down on opponent
- 1.6-3.0s — Turn arrow reverses: "It's your move—again"
- 3.1-6.0s — Big "Play Now" button, opponent's shocked face
Results (14-day test):
The secret sauce? Instant gratification. Players could taste the revenge before downloading. When performance started dipping, we rotated explosion colors and opponent reactions—same emotion, fresh execution.
Two Games, Two Emotions, One Truth
While both games tackled the same core problem—expensive, underperforming ads—they succeeded with completely opposite emotional approaches:
The mistake most UA teams make? They optimize for the widest possible appeal instead of the deepest possible connection. But in a world where users decide in 2-3 seconds, shallow messaging gets scrolled past. Specific emotions stop thumbs.
Look at your current creatives. Are they selling features ("realistic graphics!") or emotions ("feel like a champion!")? The games that win aren't necessarily better—they're just better at making people feel something specific before they download.
Our 3-Step Process
The framework we used for both Tarneeb and UNO Mobile (and every campaign since):
1. Insight Sprint (3-5 days)
Find the one emotion that hits hardest with your audience. Test it with quick polls.
The reality: Most teams skip research and go straight to production. We validate the emotional hook before spending on video.
2. Prototype (2 weeks max)
Create 5-6 videos, each testing one trigger. Keep test spend under 10% of your UA budget.
The point: You're not creating the perfect ad—you're finding which emotion converts. Fast, cheap tests beat slow, expensive guessing.
3. Scale (4-6 weeks)
Winners get 90% of traffic. Losers get shelved until next cycle.
This rhythm keeps creatives fresh long enough to pay for themselves while preventing the classic mistake: riding one good creative into the ground.
Your Quick-Start Checklist
Want to Explore Video Creative Opportunities?
If you're facing similar challenges with user acquisition costs or retention, we'd be happy to discuss your situation. Based on our experience with mobile games, we can share insights on what approaches might work for your specific case.
Contact us to start the conversation
Discuss your project with one of our experts and learn how Artik Agency's services can elevate your success.
