I disagree with some of the other reviewers. Yes, you can play the game by simply matching the pictures. However, when we play with my 5 year old son, we get him to tell us what the time is, irrespective of whether he knows he has the time on his bingo board - he knows that the game is played by telling the time, not just using the pictures. When an adult picks up a card, they read out the time without letting him see the picture, and he then checks his board to see if he has it.
We find it excellent - he is now learning to work out the quarter pasts and quarter to times. At the same time, he thoroughly enjoys the game and wants to play again. In due course, the other time style on the card (i.e 7.45, 8.30 etc) will be useful for learning the other style of time telling when he gets to that stage.
Another triumph for Orchard Games we think!