Mattel has launched the UNO Championship Series, a new competitive tournament built around its classic card game, culminating in a live event streamed on Twitch. The initiative marks an attempt to turn UNO into an esports-style spectacle, reflecting a wider trend of toy and games companies leaning into livestreaming and competitive formats to engage fans and boost brand visibility.

Qualifying rounds will run both in person and online, with US events held on 3 October in Kissimmee, Florida, 10 October in Chicago, and 17 October in El Segundo, alongside free weekly qualifiers on the UNO Mobile app from 31 August to 27 September. The series concludes with the UNO Championship Series Tournament in Los Angeles on 11 November, where international players will compete for a $50,000 grand prize in an event streamed live on Twitch. Mattel has also released a related line of Championship Series merchandise to coincide with the launch.