Leading U.S. mobile game developer Scopely has unveiled the very first global brand campaign for MONOPOLY GO!
Made in partnership with advertising agency Omelet, the high-energy campaign is planned out as a long-term creative concept that will span multiple initiatives.
"Friendship Pays" features a heavyweight cast of Hollywood A-listers, including Jason Momoa, Keke Palmer, Chris Pratt, and Will Ferrell, who voices the iconic Mr. Monopoly.
The quartet of stars will appear in over 20 original promotional videos, including two 45-second TV ads directed by Henry Scholfield, aiming to connect and engage with its global community of "Tycoons."
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In a statement, Scopely SVP of Marketing for MONOPOLY GO! Jamie Berger explained how the campaign is a tribute to the game's expertly crafted experience:
“Our new creative spots and incredibly talented cast capture the emotional rollercoaster of playing the game, where friends turn into rivals and then friends again, with just a roll of the dice."
Momoa, Palmer, and Pratt also chimed in, each offering their own take on the game and why they love to play it.
"I love playing games with my siblings and friends, and let me tell you honey, when I play games, I play to win. I'm so happy to team up with MONOPOLY GO!, a game that is all about camaraderie and excitement and, of course, your daily dose of friendly competition," Palmer said.
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Meanwhile, Momoa explained that his approach to playing the game is to create harmony to bring friends together for a good time.
Finally, Pratt stated that the game gives him a chance to play with friends, which is uncommon considering his busy schedule:
"It’s been fun to team up with a game that is so social, and provides opportunities to go on zany adventures with friends — while knocking down their properties and charging them rent.
And I’ve learned that Keke and Jason are fierce competitors! The moment they had an opportunity to take all my Monopoly money, they did!”
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The campaign runs across TV, social, digital, and streaming beginning November 18.
"Friendship Pays" is sure to be a hit with its all-star cast drawing attention to the game.
Through major influencer partnerships like this, brands can expand their reach to celebrities' fanbases, effectively increasing awareness and building loyalty for long-term growth.
Expert support from advertising agencies like Omelet further refines these strategies for maximum impact.
Money in the Bank
MONOPOLY GO! was initially released in April 2023, quickly achieving the most successful mobile game launch in history.
Since then, it has surpassed $3 billion in revenue in just over a year, with over 150 million downloads and 50 awards, including Google Play's 2023 User's Choice Award.
A twist on the classic board game from Hasbro, the game encourages players to participate in a huge global community and spotlights social and dynamic gameplay.
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In a main spot titled "Go Friends Gather," the campaign's three stars take on funny nicknames and compete in a real-world version of the game alongside Mr. Monopoly, who guides them along while driving a life-sized Monopoly car piece.
Getting into all sorts of random scenarios, they form alliances to have better chances of winning in the game.
The spot ends as their ride speeds through the finish line, thanks to the power of friendship.
These celebrities are veterans at starring in commercials and endorsing brands. Pratt appeared in a Super Bowl ad for Pringles back in February, sporting a big mustache.
The month after, Jason Momoa starred in a Guinness spot where he hilariously finds out he's 2% Irish.
