Popularity of UR is at a decrease. It actually never was popular, honestly.
It's genre is card game with a splash of RPG elements. Mix in a little facebook with it, and we have Urban Rivals.
To stay on topic, card game genre in the world of gaming is not popular. There are even gamers who haven't heard of Magic: The Gathering, one of the most popular card games in history. If some avid gamers don't know about Magic: The Gathering, what's the chances of them knowing Urban Rivals?
And the 28,000,000 players is false, A minimum of half can be calculated as multi accounts.
Yeah, I agree with everything you said. I didn't even know about UR until 2009 when I saw an ad on a site. Then I later found out how UR has been around since 2006.
I'm also noticing the number of players on right now with about 3300 players online. I don't know what the peak amount of players is, but during the day I noticed the number was about 5000. I wonder what the peak number was back then.
Something interesting I noticed was the amount of games played to players registered. The ratio is about 72 games per player.
Also, speaking of Blizzard and their new online TCG, there will also be a new online TCG coming from Wargaming, the developers of World of Tanks.
To be honest, the first time I saw the game's ad, I expected it to be a malware ad and even if the game exists, maybe it's another cheap Yu-Gi-Oh knockoff. (Remember, I had no idea what the game looks like back then) What about TV or newspaper ads?
The Urban Rivals team is made by lovers of all kind of Collectibles Cards Games and Trading Cards Games like: Magic the Gathering, Dominion, Vampire, Yu-Gi-Oh!, Pokemon, Wakfu TCG, Assassin Creed Recollection, Shadow Era, Kard Kombat and Might & Magic Duel of Champions.