This is not a bluff! UNO, the iconic card game, is making a bold leap into the world of high-stakes entertainment with the launch of the UNO Social Club, an adults-only game night experience in the heart of Las Vegas. Mattel will debut the concept while transforming a suite at the Palms Casino Resort into a sleek, card-themed lounge.
The immersive space will feature gaming tables, a private dealer, multiple UNO game variations and expansions, and exclusive amenities tailored for adult fans. According to the Palms, the initiative aims to create a setting where guests can enjoy “friendly competition” in a playful yet upscale atmosphere.
To mark the launch, Mattel has kicked off a TikTok contest. They are offering one lucky winner and a guest a VIP stay in the UNO Social Club suite.
Wild Card!
But Las Vegas marks just the start. Mattel plans to expand the UNO Social Club across the country with pop-up experiences in various cities. Each location will feature themed cocktails, photo ops, and high-energy UNO tournaments.
“We created UNO Social Clubs to reimagine what game night can be – bringing people together for real-world fun, connection, and a bit of friendly competition,” said Ray Adler, Vice President and Global Head of Games at Mattel. “The UNO Social Club in Las Vegas is just the beginning, and we’re excited to see how these new experiences inspire players to show up, play hard, and make unforgettable memories.”
This launch aligns with Mattel’s broader strategy to evolve its legacy brands into interactive, experiential formats. As demand for in-person entertainment rises, the company is targeting both nostalgic millennials and new audiences.
What is UNO?
A barber named Merle Robbins invented UNO in 1971. Mattel acquired the rights to the game in 1992 – a savvy move that continues to pay off. In 2023 alone, Americans purchased nearly one UNO set every second, totaling about 60 games sold per minute.
In UNO, players each hold a hand of cards and take turns discarding them by matching the color, number, or symbol of the previous card played. When a player is down to their last card, they must shout “UNO” – meaning “one” in both Spanish and Italian – to signal they’re about to win.
Throughout the game, action cards and wild cards keep everyone on their toes, adding surprise and strategy to each round.
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