This Gen Z favorite card game is coming to Las Vegas casinos
This weekend in Las Vegas, the company behind one of the world's most iconic card games is launching something totally new: UNO Social Club, a real-life version of game night with a serious glow-up. The first one opens July 18 at the Palms Casino Resort, turning a suite into a full-on UNO-themed playground—complete with a private bowling alley, color-drenched décor, and more versions of the game than you knew existed.
The launch event is part of Mattel's larger strategy to turn UNO into a lifestyle brand. Designed for what the company calls the 'socially distant generation,' UNO Social Clubs are meant to create new touch points for younger players who might be less interested in family game night and more interested in turning game play into a night out.
'Gen Z already loves UNO,' Ray Adler, Mattel's VP and Global Head of Games tells Fast Company. 'They've been playing it online, at parties, everywhere. What they don't always have are opportunities to connect in the real world—so we asked: What if game night could be a whole experience?'
The answer? A rainbow-colored suite at the Palms packed with UNO-inspired décor and stocked with specialty decks like UNO Golf, UNO Show 'Em No Mercy, and UNO Teams. There's even a dedicated UNO host to keep the games flowing and the trash talk civil.
But the Vegas suite is just the opening hand.
UNO, but make it nightlife
Starting in August, UNO will be taking over bars in five major cities—from L.A. to Austin—with pop-up Social Clubs designed to turn everyday hotspots into the ultimate competitive hangout. Think: UNO-themed décor, tournament-style gameplay on official tables, and selfie-friendly backdrops.
Each local UNO Social Club will bring its own twist. In L.A., the party lands at Club Tee Gee's open-air patio in Atwater Village. In NYC, it's taking over the downtown favorite Cowgirl. Chicago's Empty Bottle will transform its dance floor into a card-slinging arena. Atlanta's Ormsby's will host in its basement bar, and Austin's Murray's Tavern will close out the summer tour with cocktails and custom card games under the Texas sky.
These aren't family-friendly sit-downs with juice boxes—they're designed with Gen Z sensibilities in mind. Attendees can win custom UNO merch, product packs, and exclusive giveaways while battling it out over classic UNO, UNO Golf, and UNO Teams. The point is less about who wins and more about the connection and memories made along the way.
Mattel chose venues specifically for their Gen Z appeal—places that already host game nights, trivia, or other community events—so UNO fans don't have to shift their habits to show up.
'No ticketing system, no velvet rope,' Adler explains. 'We want people to stumble upon it, hang out, maybe discover a new favorite way to play—and then take that energy with them.'
Each pop-up is tailored to the local scene, bringing in unique variations of the game and adapting to each location's vibe. While the Vegas suite leans into spectacle, the bars will focus on accessibility and cultural relevance.
UNO is growing up—but staying chaotic
The brand has been on a hot streak. UNO was the top-selling traditional game during the pandemic, as people rediscovered old favorites while stuck at home. Now, Mattel's aim is to keep that momentum going—with variations that bring chaos, strategy, and, yes, pain.
'People asked for something more brutal,' Adler says. 'So we made Show 'Em No Mercy. ' That deck includes game-changing twists and double-digit draw penalties that can knock players out of the game entirely.
While the classic version still sells strong, it's the newer spinoffs—like UNO Flip or UNO Attack—that are resonating with gamers who crave novelty. Mattel now views the brand as a cultural bridge: a game you played with your family, yes, but also one that evolves with you as you grow up—and grow more competitive.
The ultimate goal? Make UNO something you never outgrow.
UNO goes lifestyle
Mattel's bet on UNO as a lifestyle brand is part of a larger push happening across the $19.5 billion tabletop games market. That market is projected to grow to $34.1 billion by 2030 according to Research and Markets, with a nearly 10% annual growth rate. And while big names like Mattel and Hasbro still dominate the space, smaller indie brands are gaining traction thanks to clever design and grassroots followings.
Strategy games, in particular, are fueling the boom—especially those that combine competitive chaos with social connection. It's exactly the niche UNO is now trying to own.
A new kind of brand loyalty
This isn't just about nostalgia. The surge in tabletop gaming—fueled by Euro-style strategy games, hybrid digital-analog formats, and board game cafés—reflects a growing appetite for IRL interaction in a screen-saturated world. Educational games, RPGs, and collectible card games are all seeing major traction, especially in North America and Europe, with APAC quickly catching up thanks to a booming interest in social gaming and game cafés.
If Barbie was Mattel's all-pink lifestyle moment, UNO is aiming to become the game night version. But instead of museum-style installations or scripted nostalgia, this is about high-energy interactivity. It's less about buying the product and more about stepping into its world—even if just for a drink, a draw four, and a photo op.
'We want to create spaces that feel familiar but elevated,' Adler says. 'If a bar was built with UNO in mind, what would it look like? That's what we're trying to answer.'
What UNO is doing fits squarely into that trend. It's social. It's competitive. And it's chaotic in the best way. And if the Vegas launch goes well—and enough people show up ready to shuffle—this could be the beginning of a very colorful new era for game night.
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