Urban Rivals is an online multi-player card game. Each card represents a character (many of which are based on real people or well-known fictional characters). Each character has specific Power and Damage values, and belongs to a clan. Each clan has a special bonus, which is shared by all the cards in that clan. Most cards also have abilities that aid in battles, some of which counter or are triggered by other cards abilities.

Free registration gives a player 8 character cards, more cards can be purchased later using the in-game currency, 'Clintz', or through random packs using premium currency, Credits. 4 new characters are added every two weeks, and included in the 'New Blood' pack in the shop, which contains the 35 most recent additions to the game. In addition, every year, a new clan is released. During the introduction of the new clan, 4 (previously 6) new characters from that clan are added every release for the first two weeks.

The game uses affiliate marketing to encourage existing players to recruit or sponsor new players.

An associated webcomic is posted occasionally on the Urban Rivals official website. Sometimes this comic gives out hints of a new character or clan.