Scopely as we speak revealed its new promoting marketing campaign for runaway hit cell title, Monopoly Go! That includes a number of recognizable actors, the “Friendship Pays” marketing campaign follows the adventures of three gamers in “GOville,” the place the true world is layered with the Monopoly Go! universe. The cross-platform marketing campaign options over 20 authentic movies, created in partnership with advert company Omelet and directed by Henry Scholfield. Scopely debuted the brand new marketing campaign this week.
“Friendship Pays” stars Jason Momoa, Keke Palmer and Chris Pratt because the gamers who embark on hijinks impressed by Monopoly Go!’s gameplay. They’re guided on their adventures by Mr. Monopoly, right here voiced for the primary time by Will Ferrell — Scopely additionally confirmed that Ferrell shall be Mr. Monopoly’s voice for this marketing campaign and future endeavors as nicely.
The actors all expressed their enthusiasm for the sport and marketing campaign, with Palmer (a.okay.a. “Keke GoGo”) saying in a press release, “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.”
Jason Momoa (a.okay.a. “Momoney”) added, “My approach to playing MONOPOLY GO! is similar to how I play the bass…creating harmony to bring everyone together for a good time. I’m so stoked to be collaborating with MONOPOLY Go! because playing with friends is my favorite pastime, and who better to team up with than Keke, Chris, and Mr. Monopoly himself.”
Who constructed GOville and the place’d these gamers come from?
GamesBeat spoke with Jamie Berger, Scopely’s SVP of promoting for Monopoly Go!, about how the advert marketing campaign happened, and the way the advert marketing campaign got here to be, and the inventive choices behind bringing in Hollywood expertise to the sport’s world. Based on Berger, the marketing campaign was in growth for a yr, when Scopely started to contemplate TV-level promoting for the sport following its explosion in recognition.
“We’re firm believers that Monopoly Go! is a triple-A brand in the sense of quality and scale and global awareness, and we wanted to treat the brand and the game that way, with the talent and the quality and scale of production,” mentioned Berger. “We also strongly believed it shouldn’t just be a ‘TV campaign.’ It needed to be something comprehensive that could live on all platforms.”
The concept behind the marketing campaign that Scopely dreamed up with Omelet, says Berger, was that friendship was Monopoly Go!’s most necessary commodity. “What we liked about ‘Friendship Pays’ was that ultimately, what we are selling is that our biggest feature are your friends. The biggest feature that we want to get people excited about isn’t any individual element of the game itself, but that the game is best enjoyed when you’re playing with others… There’s this kind of crazy roller coaster you go through with your friends, where you’re both bankrupting each other and working together at the same time that we wanted to bring to life.”
Pratt (a.okay.a. “Extra Chrispy”) echoed this sentiment in his personal assertion in regards to the sport, saying, “Monopoly Go! is all about playing with friends, which we don’t get to do enough of in our busy lives. 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!”
The worth of triple-A promoting
GamesBeat additionally requested Berger in regards to the worth of an advert marketing campaign like “Friendship Pays” for current gamers — of which Monopoly Go! has fairly just a few. The sport was downloaded over 150 million instances inside its first yr, and at one level had 10 million every day lively customers. It additionally generated $2 billion in income inside 10 months of its launch. The cell sport grew to become so widespread that it will definitely grew to become its personal separate board sport from the unique Monopoly.
Berger mentioned, “Of course we want new players. But the other component of success is that our current players enjoy the creative and it motivates them to play more or share the ad with their friends. One of the most important elements of this campaign is we want to encourage current players to invite their friends into the game. It’s always the number one and most important source of our long-term players is people who came in because a friend was playing the game.”
One other a part of it was encouraging lapsed gamers to return, he says. “A big part of the value proposition of these kinds of campaigns is they may reach people who maybe they left the game six months ago. Life happened and they left the game. What we find is campaigns like this are very effective at bringing those players back into the game and making them kind of say, ‘You know what, I was having a good time. And I wonder if my friends still playing the game.’”
Berger additionally emphasised the marketing campaign is international, and Scopely is tailoring the marketing campaign to suit gamers throughout the globe, even discovering completely different voices for Mr. Monopoly that enchantment to gamers in a sure area. The “Friendship Pays” advert marketing campaign rolls out throughout digital platforms, social media and tv beginning this week.
