Gods Unchained is a collectible (trading) card game (like HearthStone), based on the Ethereum blockchain, where the ownership of each card is guaranteed by a smart contract.
In-game tokens have the Ethereum ERC-20 standard - this means that they can be transferred / sold on third-party trading floors / in person.
Now there is a distribution of GRT tokens for victories, and packs with cards for levels that increase literally with each match - hence the excitement!
Maybe popularity will still prevail and demand will catch up with supply, but here everything will rest on the quality of the game - balance, graphics interest, motivation, etc.