Scope today announced a new advertising campaign for its hit mobile title Monopoly Go! Starring several notable actors, the Friendship Pays campaign follows the adventures of three players in GOville, a superimposition of the real world and Monopoly Go!. universe. The cross-platform campaign includes more than 20 original videos created in partnership with advertising agency Omelet and directed by Henry Scholfield. Scopely debuted a new campaign this week.
“Friendship Pays” stars Jason Momoa, Kiki Palmer, and Chris Pratt as players inspired by the gameplay of Monopoly Go! They are led on their adventure by Mr. Monopoly, voiced for the first time by Will Ferrell. Scopeley also confirmed that Ferrell will be the voice of Mr. Monopoly for this campaign and future efforts.
The actors have all expressed their enthusiasm for the game and the campaign, with Palmer (also known as Keke Go-Go) saying in a statement: play to win. We’re so excited to team up with Monopoly Go!, a game that’s all about camaraderie, excitement, and, of course, friendly competition every day. ”
Jason Momoa (aka “Momoney”) added, “My approach to playing MONOPOLY GO!” It’s similar to how I play bass… creating harmony and bringing everyone together and having a good time. I’m very happy to be collaborating with MONOPOLY Go! Because playing with friends is my favorite pastime, and there’s no better person to team up with than Keke, Chris, and Mr. Monopoly. ”
Who built GOville? Where do these players come from?
GamesBeat spoke with Jamie Berger, Scopely’s SVP of Marketing for Monopoly Go!, about how this ad campaign came about and the creative decisions behind bringing Hollywood talent into the world of gaming. The campaign was in development for a year, Berger said, and Scopely started looking into TV-level advertising for the game after it exploded in popularity.
“We believe strongly in Monopoly Go!, a triple-A brand in terms of quality, scale and global recognition, and we believe that Monopoly Go! We wanted to treat it like that,” Berger said. “We also strongly believed that it couldn’t just be a ‘TV campaign’; it needed to be comprehensive and work across all platforms.”
According to Berger, the idea behind the campaign Scopely dreamed up for Omelet was that friendship is the most important product of Monopoly Go! “Friendship What we liked about Pays is that ultimately what we sell is that our biggest feature is that we’re your friends. The point is that the game is most enjoyed when played with other people, rather than the individual elements of the game itself… There are crazy roller coasters like this to ride through with friends, each other A place where we can go bankrupt and at the same time collaborate on what we wanted to achieve.”
Pratt (aka “Extra Crispy”) echoed this sentiment in his own statement about the game, saying: We don’t get to play enough in our busy lives, but playing with friends is everything. It was fun to team up with a game that is highly social and offers the opportunity to go on bizarre adventures with friends. On the other hand, you can also demolish your friends’ properties and charge them rent. And we learned that Keke and Jason are fierce competitors. The moment they had the opportunity to steal all my Monopoly money, they did it! ”
The value of triple A advertising
GamesBeat also asked Berger about the value of ad campaigns like “Friendship Pay” to existing players. One of them is Monopoly Go! There are quite a few. The game was downloaded more than 150 million times in its first year and at one point had 10 million daily active users. It also generated $2 billion in revenue within 10 months of launch. This mobile game was so popular that it eventually became a board game separate from the original Monopoly.
“Obviously we’re looking for new players,” Berger said, “but another factor in our success is that our current players enjoy being creative, which encourages them to play more, share ads with their friends, etc.” One of the most important elements of this campaign One is that we want to encourage current players to invite their friends to the game. Our largest and most important source of long-term players are those who joined because their friends played the game. It’s the people.”
Another part of the effort, he says, was to encourage players who left to return. “A big part of the value proposition of this type of campaign is the potential to reach people who may have quit gaming six months ago. Something happened in their life that took them away from gaming. found that campaigns like this are very effective at drawing players back into the game and making them say, “I was having a good time.” Also, do my friends still play the game? ”
Berger also noted that the campaign is global, with Scopely tailoring the campaign to players around the world, and also finding different voices for Mr. Monopoly that appeal to players in specific regions. He emphasized. The ‘Friendship Pays’ advertising campaign will be rolled out across digital platforms, social media and television starting this week.
