Monopoly Go!, the wildly successful mobile game that has already raked in over $3 billion in revenue since its launch, is betting big on a celebrity-studded campaign to maintain its top position in the mobile gaming market. With Jason Momoa, Keke Palmer, Chris Pratt, and Will Ferrell as the voice of Mr. Monopoly, the campaign, titled Friendship Pays, underscores the social aspects of the game while aiming to captivate audiences during the competitive holiday season.
A Journey to “GoVille”
The campaign transports players to “GoVille,” a whimsical town blending the real world with Monopoly Go!’s vibrant gameplay universe. Momoa, Palmer, and Pratt step into quirky personas like “Momoney,” “KeKe GoGo,” and “Extra Chrispy,” showcasing the game’s cooperative and competitive elements. Whether it’s teaming up to unlock Community Chests or scheming to swipe fortunes from friends, the campaign highlights how Monopoly Go! turns friendships into playful rivalries — all narrated by Ferrell’s eccentric take on Mr. Monopoly.
“Our creative spots capture the emotional rollercoaster of playing the game, where friends turn into rivals and then friends again, with just a roll of the dice,” shared Jamie Berger, senior vice president of marketing for Monopoly Go! at Scopely.
A Multi-Platform Strategy
The campaign, developed by creative agency Omelet, will roll out globally with over 20 original videos, including 45-second television spots. It will also extend to streaming services, social media, and digital platforms, ensuring broad visibility during the high-stakes holiday shopping season.
Maintaining Momentum in a Competitive Market
Despite its rapid ascent to fame, Monopoly Go! faces the challenge of staying relevant in a fast-moving digital gaming landscape. The game has even come full circle, inspiring a real-life board game version. But Scopely and Hasbro aren’t taking chances; they’re leveraging this high-profile campaign to solidify the game’s appeal to both loyal fans and new players.
The investment comes at a time when mobile gaming is booming. Ad spending in games is projected to grow from $8.53 billion in 2024 to $11.49 billion by 2027, according to IAB. Meanwhile, gaming apps themselves spent $29 billion on user acquisition last year, emphasizing the fierce competition for player attention.
With the Friendship Pays campaign, Scopely hopes to ensure Monopoly Go! remains not just a hit but a staple in the ever-expanding world of mobile gaming.
For more details, visit Marketing Dive’s full article.