Summary
Monopoly GOdeveloper and publisher Scopely recently revealed Friendship Pays, a new creative campaign that features several Hollywood stars. Eric Wood, the senior vice president of Scopely’s publishing department, previously revealed that the company has already spent $500 million onMonopoly GO’s marketing and user acquisition strategies.
Released in April 2023,Monopoly GOis apopular mobile gamebased on Hasbro’s classic tabletop experience. The Unity-powered title has managed to earn $3 billion in revenue since launching on Android and iOS, according todigital analytics platform Sensor Tower. Scopely has announced a new creative campaign forMonopoly GOthat could take the game to even greater heights.
Friendship Pays,Monopoly GO’s first global brand campaign, aims to bring the game’s universe to life with the help of four prominent talents,Scopely explained in a blog post. The team consists of Hollywood stars Chris Pratt, Jason Momoa, Keke Palmer, and Will Ferrell, the latter of whom voices Mr. Monopoly. Pratt starred inThe Super Mario Bros. Movie, currently thehighest-grossing film based on a game, while Momoa is part of theMinecraftmovie that is set to release on June 12, 2025. Palmer provided the voice of Senna, aLeague of Legendschampion, for the True Damage single “Giants.”
Monopoly GO Reveals New Friendship Pays Brand Campaign
The Friendship Pays initiative that was created in partnership with advertising agency Omelet is expected to be a long-term creative concept that will span multiple campaigns, according to Scopely. It is also a tribute to theMonopoly GOexperience, Jamie Berger, the company’s senior vice president of marketing, said. The first installment of Friendship Pays, which was unveiled on November 18, features the characters exploring GOville, a town that was described as being a blend of the real world andMonopoly GO’s universe. A cross-platform rollout of the campaign features more than 20 original videos, including two TV spots directed by Henry Scholfield, a music video and commercial director who has worked with Adidas, Samsung, Dua Lipa, and Billie Eilish, among others.
Data provided by Scopely showed thatMonopoly GOhas been downloaded more than 150 million times. According to the studio, the appeal of its popular mobile title transcends generations and geographies, as evidenced by the fact thatMonopoly GOinspired a board game adaptationthat launched in August.
Monopoly GOhas an ongoing collaboration withMarvelthat will run until December 5. This campaign, which is the first of its kind, features exclusive mini-games, events, and rewards. Among the iconic superheroes who appear in theMonopoly GOXMarvelcollaboration areDeadpool,Spider-Man,Wolverine, and members ofThe Avengers.
WHERE TO PLAY
Roll the dice and get rich in MONOPOLY GO! Own it all by exploring boards and building cities. Play with friends and family to enjoy this new twist on a classic game!Hit GO! Roll the dice! Earn MONOPOLY money, interact with your friends, family members and fellow Tycoons from around the world as you explore the expanding universe of MONOPOLY GO! It’s the new way to play - board flipping cleanup not required!
Escape, enjoy, dream, scheme and stay in touch with this newly reimagined twist on MONOPOLY! Let everyone’s favorite zillionaire, Mr. MONOPOLY, be your guide as you explore new boards themed after world-famous cities, fantastical lands and imaginative locales.
Experience classic fun and visuals with gameplay fit for your phone! Collect Properties, build Houses and Hotels, pull Chance Cards, and of course, earn that MONOPOLY Money! Play with your favorite game Tokens such as the Racecar, Top Hat, Battleship, and more. Earn more tokens as you go!
