Bought this for a long car journey - and it is really enjoyed by my five year old (we haven't tried the board version). We play a version of the game where we can discard one of our cards if it matches the mission statement card (eg things with wings, something stinky, a kitchen thing, something noisy, a horn, a toe, a beardy or stubbly thing) and we also play a "twenty questions" guessing game about what's on the cards (this is actually pretty impossible but she seems to like it!).
We both like the pictures so neither of us is bored. Have also tried (not in the car) the matching game which is like "pairs" but you aren't matching the same picture, instead you are trying to find two cards that match a single mission (ie that features things with wings, something stinky, etc. etc.) Makes a good change for me.
Because these are complex pictures, they encourage lots of talking, thinking and new ideas - she's really a tiny bit too young for the games (she's just starting to read) but I think that's why she likes them so much. Very engaged, and concentrates on them for ages.