Monopoly Go! has become a phenomenon: this mobile game, taking the gaming world by storm in a mere 18 months, pulled in more than $3 billion in its first year alone. It’s not just a hit in the digital world; the game is loved on the mobile device to such an extent that it recently saw a transformation into a real-life board game. But here’s the thing: in today’s fast-paced world where new trends pop up every week, relevance is a huge feat.
This brings us to the latest and greatest marketing campaign for Monopoly Go! With its all-star cast and deftly placed emphasis on the social side of the game, this campaign is a master class in how to build momentum and hold onto your lead. Regardless of whether you are an entrepreneur, a business owner, or simply someone who wants to know what good marketing is, there is much you can learn from Monopoly Go!’s playbook.
If you’ve scrolled through your favorite streaming platform or hopped onto social media recently, you’ve probably come across Monopoly Go!’s quirky new ads. They feature big names like Jason Momoa, Keke Palmer, Chris Pratt, and even Will Ferrell as the voice of Mr. Monopoly. These aren’t just random celebrity cameos—they’re part of a carefully crafted marketing strategy that other brands and entrepreneurs can learn a lot from.
Let’s dive into what Monopoly Go! is doing right and how you can apply these tactics to your own marketing efforts.
Setting the stage: Why marketing matters even when you’re winning
When a product is wildly successful, it’s easy to think the hard work is done. Monopoly Go! could’ve rested on its laurels, relying on its $3 billion revenue milestone to carry it forward. But in the fast-paced world of mobile gaming, popularity is fleeting. Competitors are constantly emerging, and consumer attention spans are short.
Scopely, the maker of Monopoly Go!, understood that success isn’t just about reaching the top—it’s about staying there. That’s why they launched their first-ever campaign, a bold and memorable effort to keep the game relevant and exciting.
Their approach was simple yet effective: focus on what makes the game special—its social gameplay—and use storytelling to bring that experience to life.
Friendship pays: Turning a theme into a movement
At the core of Monopoly Go!’s campaign is one theme: “Friendship Pays.” It’s more than a catchy tagline; it truly reflects the game itself. Monopoly Go! isn’t your typical solo gaming app. It’s designed to be social: players team up, compete with—and yes, sometimes steal from each other.
The ads showcase this dynamic through a fictional town called “GoVille,” where the celebrities take on playful personas: Jason Momoa becomes “Momoney,” Keke Palmer transforms into “KeKe GoGo,” and Chris Pratt embraces the nickname “Extra Chrispy.” These larger-than-life characters navigate the ups and downs of Monopoly Go!’s gameplay, showing how friendships can turn into rivalries (and back again) with just a roll of the dice.
For brands and entrepreneurs, this is a masterclass in weaving product features into storytelling. Scopely didn’t just say, “Our game is fun and social”- they showed it in a way that’s entertaining and relatable.
Learning from Monopoly Go!’s multi-channel approach
One of the smartest moves Scopely made was rolling out the campaign across multiple platforms. They didn’t stop at TV ads or social media posts; they covered all bases. From 45-second ads on streaming services to bite-sized clips for TikTok, they made sure Monopoly Go! was everywhere.
This multi-channel strategy is a reminder for brands: you need to meet your audience where they are. Today’s consumers aren’t just watching TV or scrolling through Instagram-they’re bouncing between platforms. And if you want to capture their attention, your message needs to be just as omnipresent as they are.
But it’s not just about being everywhere; it’s about tailoring content to each platform. The playful humor of the Monopoly Go! campaign finds its sweet spot on TikTok, while the polished TV spots add a layer of sophistication. For entrepreneurs, this shows the importance of adapting your message to fit the medium.
The power of celebrity storytelling
The celebrity factor: of course, Jason Momoa and Chris Pratt headlining your campaign are going to get people talking. But the thing that really makes Monopoly Go!’s use of celebrities effectively is how they integrate them into the story.
These are not just celebrity faces slapping on a product; instead, each actor plays a character that fits into the Monopoly Go! universe, making this set of ads cohesive and purposeful. Not to mention Will Ferrell’s turn as Mr. Monopoly. His narration brings humor and charm, making the campaign feel approachable rather than overly polished.
For smaller brands, the takeaway here isn’t “hire a Hollywood A-lister”—it’s about using the resources you have to create characters or personas that resonate with your audience. Whether it’s an influencer partnership or a quirky mascot, the important thing is to make sure the personality matches your brand story.
Longevity through consistency
The Monopoly Go! campaign is not a one-and-done. The “Friendship Pays” theme will evolve, with more ads and content already planned for the future. Will Ferrell’s Mr. Monopoly was no cameo. The character has become a franchise unto himself, anchoring the brand’s storytelling for the long haul.
This is an important lesson to entrepreneurs: marketing isn’t a sprint; it’s a marathon. Building brand recognition and loyalty takes time, and consistency is key. By sticking to a core theme and expanding on it over time, you can create a sense of familiarity that keeps your audience coming back.
What this means for you
So, what can you take away from Monopoly Go!’s marketing playbook? Here are a few actionable lessons:
- Tell a story: Don’t just promote your product—show how it fits into your customers’ lives.
- Focus on what makes you unique: Monopoly Go! leaned into its social gameplay. What’s your standout feature?
- Be where your audience is: Use a multi-channel strategy to reach people across platforms.
- Build for the long term: Create a campaign theme that can grow with your brand.
Monopoly Go!’s campaign is proof that with the right strategy, even a game as established as Monopoly can feel fresh and exciting. Whether you’re running a small business or managing a big brand, the principles behind their success are universal.
So, next time you’re brainstorming your marketing strategy, think like Monopoly Go! Put the customer experience front and center, tell a compelling story, and don’t be afraid to go all in. Who knows—you might just roll the dice and hit a marketing jackpot.
FAQ’s
1. How does storytelling help my brand stand out?
Storytelling creates a brand that is relatable and memorable. Through the telling of actual, relevant stories that the audience can connect their emotions with, you develop trust and loyalty, making your business much more than just a product or service.
2. Why should I use multiple platforms for marketing?
Your audience isn’t all in one place, and as such, reaching them through social media, email, and other channels ensures that your message reaches and again builds visibility to effect conversions of casual browsers into loyal customers.
3. How can I keep my branding consistent?
Stick to clear guidelines for your logo, tone, and messaging. Whether it’s a social post or a product launch, keeping everything aligned helps your audience recognize and trust your brand.