Monopoly Go’s latest campaign features a number of famous actors, engaging players through a story set in “GOville”. In addition, the cross-platform campaign includes more than 20 original videos, which were created by Scopely in collaboration with the well-known advertising agency Omelet and with the professional guidance of director Henry Scholfield.

In the campaign launched by Scopely, called “Friendship Pays”, Jason Momoa, Keke Palmer and Chris Pratt play characters in the game, and they perform a series of creative pranks based on the rules of Monopoly Go. Will Ferrell provided voice performance for the classic character Mr. Monopoly for the first time, and Scopely has confirmed that he will continue to be the voice spokesperson for this character in future related activities.

In fact, many actors have expressed their great enthusiasm for Monopoly Go and the latest campaign. Among them, Keke Palmer once mentioned in a statement that he always enjoys playing games with friends or family, especially games like Monopoly Go that can inspire competition and have fun. He also expressed his honor to cooperate with Monopoly Go.

Jason Momoa also shared his feelings, saying: Playing Monopoly Go is like playing bass. It’s all about creating harmony and getting everyone together to have a good time. He also said that he thinks there is no one better to be a partner than Keke, Chris and Mr. Monopoly.

How Did “Friendship Pays” Come About?

Monopoly Go’s senior vice president of marketing once revealed the origin of the advertising campaign to the media. According to Berger, the entire project took a year to prepare. As Monopoly Go quickly achieved success around the world and accumulated numerous loyal players, Scopely decided to start attracting more potential users through TV commercials.

Berger emphasized that Monopoly Go is not just an ordinary mobile game. It is a game with a triple-A brand, wide influence and recognition. Therefore, when formulating a marketing strategy, Scopely hopes to treat this game and its related promotions in a way that reflects its high standards.

When discussing the advertising creativity of Monopoly Go, Berger said that friendship is the most important commodity in this game. Berger explained that the choice of ‘Friendship Pays’ is the key to success. The tagline “Friendship Pays’” recognizes that what makes Monopoly Go special is the time you spend with your friends.

The core of the campaign is to emphasize the fun and interactive experience of players coming together to enjoy the game, rather than just participating in a specific event in the game to get Monopoly Go Dice.

To bring this to life, Scopely designed a series of story scenes centered on friendship, in which players can experience not only the exciting gameplay process, but also the deep friendship between each other.

Related: Monopoly Go: Are You Ready For Space Sprouts? - Milestones And Rewards

The Value Of “Friendship Pays”

In its first year, Monopoly Go was downloaded more than 150 million times and reached an astonishing number of 10 million daily active users. Not only that, it also generated a whopping $3 billion in revenue in just over a year.

The mobile game has evolved independently from the original Monopoly board game because of its extremely high popularity. With an already large player base, many people are curious about the value of advertising campaigns like “Friendship Pays” to existing players.

Berger said that Monopoly Go is, of course, very welcome to new players. Berger believes that the key factor for success is that the existing player base can really appreciate and participate in such innovative activities, to inspire them to play more frequently or share these interesting contents with their friends.

One of the core goals of this “Friendship Pays” campaign is to encourage old players who are already loyal fans to invite more friends to enjoy the fun brought by this game.

Another key to success is to encourage lapsed players to return to the game. Berger pointed out that a large part of the value proposition of such activities is that they may reach those who left the game six months ago. Such activities can be very effective in bringing these players back to the game and generating the idea of ​​I wonder if my friends are still playing this game.

In addition, Berger also emphasized the global nature of this event. In order to further enhance the appeal of the event, Scopely even specially found voice actors suitable for the characteristics of each region for Monopoly Go, hoping to make the game closer to the life experience of local players in this way, to stimulate players' interest and enthusiasm for the game.

Scopely hopes to reach the maximum potential user group through this cross-platform integrated marketing strategy, so that both long-time fans of the series and novice players who have just come into contact with such games can be attracted by its unique charm and actively participate in the activities. This arrangement not only helps to increase brand awareness, but also lays the foundation for building a more active and harmonious gaming community.