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The Rise of Card Games: A Guide to Targeting Card Game Enthusiasts

Card games have been around for centuries, but with the rise of mobile gaming, they have found a new audience. In recent years, card games have become increasingly popular in the mobile gaming world, with a growing number of games available on app stores. In this article, we'll explore what makes card games unique as a mobile game vertical, their advantages, target audience, and how to effectively target and engage users through user acquisition (UA) campaigns.

What Are Card Games?

Card games are a type of game that involves playing with a deck of cards. There are many different types of card games, from classic games like Poker, Blackjack, and Bridge to more modern ones like Hearthstone and Gwent. In mobile gaming, card games often involve collecting and building a deck of cards to use in battles against other players or AI opponents.

One of the biggest advantages of card games as a mobile game vertical is their high engagement and retention rates. Card games require strategic thinking, skill, and often luck, which makes them challenging and fun to play. Additionally, card games often have a strong community aspect, which can lead to high player retention rates as players form social connections through the game.

Target Audience for Card Games

The target audience for card games is diverse, but typically includes players who enjoy strategy, collectibles, and competition. Card games often appeal to players who enjoy other types of games like RPGs, MMOs, and sports games. The popularity of card games like Hearthstone has also helped to increase the appeal of the genre to a wider audience.

Unique Points of Card Games

One of the unique points of card games is their collectible aspect. Players are often able to collect rare and powerful cards, which can be traded or sold. This collectible aspect of the game adds a level of excitement and engagement for players who enjoy the thrill of the hunt.

Another unique point of card games is their ability to create a sense of community. Many card games have social features like chat rooms, friends lists, and tournaments. These features encourage players to interact and form connections with other players, which can lead to long-term player retention.

User Acquisition (UA) Campaigns for Card Games

When it comes to UA campaigns for card games, targeting is key. Since the target audience for card games is diverse, it's important to identify the specific segments of players that are most likely to be interested in the game. This can be done through a combination of demographic targeting, interest targeting, and lookalike targeting.

Additionally, it's important to consider the cost per install (CPI) and lifetime value (LTV) of users when running UA campaigns. Card games typically have a higher LTV than other game verticals, which means it may be worth investing more in UA campaigns to acquire users.

There are many popular card games available on mobile app stores. Some examples include:

Hearthstone: Heroes of Warcraft

Gwent: The Witcher Card Game


Legends of Runeterra

Clash Royale


Card games are a unique and engaging mobile game vertical that has found a growing audience in recent years. Their high engagement and retention rates, collectible aspect, and community features make them a popular choice for players who enjoy strategy and competition. With effective targeting and UA campaigns, mobile app marketers can effectively engage with card game enthusiasts and drive user acquisition for their games.

Want to scale your game?

For the best way to handle your campaign, we recommend using a self-serve dashboards, as you are in full control of the budget and choosing targeting options that fit your game the best.

Try using the Gamelight dashboard, an all-in-one self-serve advertising platform that will serve your game to the perfect users. Using advanced targeting, such as age, gender, vertical and competitor game targeting, you can decide which exact users will see your ads. Plus it only takes 5 minutes to create your account and launch your first campaign!

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