Scopely right now 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 unique 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 can 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 like taking part in video games with my siblings and buddies, and let me let you know honey, once I play video games, I play to win. I’m so comfortable to staff up with Monopoly Go!, a sport that’s all about camaraderie and pleasure and, in fact, your each day dose of pleasant competitors.”
Jason Momoa (a.okay.a. “Momoney”) added, “My method to taking part in MONOPOLY GO! is much like how I play the bass…creating concord to carry everybody collectively for time. I’m so stoked to be collaborating with MONOPOLY Go! as a result of taking part in with buddies is my favourite pastime, and who higher to staff 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 selling for Monopoly Go!, about how the advert marketing campaign took place, and the way the advert marketing campaign got here to be, and the artistic choices behind bringing in Hollywood expertise to the sport’s world. In accordance with Berger, the marketing campaign was in growth for a 12 months, when Scopely started to think about TV-level promoting for the sport following its explosion in reputation.
“We’re agency believers that Monopoly Go! is a triple-A model within the sense of high quality and scale and international consciousness, and we needed to deal with the model and the sport that means, with the expertise and the standard and scale of manufacturing,” mentioned Berger. “We additionally strongly believed it shouldn’t simply be a ‘TV marketing campaign.’ It wanted to be one thing complete that might stay 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 essential commodity. “What we favored about ‘Friendship Pays’ was that finally, what we’re promoting is that our greatest characteristic are your pals. The largest characteristic that we wish to get individuals enthusiastic about isn’t any particular person factor of the sport itself, however that the sport is greatest loved whenever you’re taking part in with others… There’s this sort of loopy curler coaster you undergo with your pals, the place you’re each bankrupting one another and dealing collectively on the similar time that we needed to carry to life.”
Pratt (a.okay.a. “Additional Chrispy”) echoed this sentiment in his personal assertion in regards to the sport, saying, “Monopoly Go! is all about taking part in with buddies, which we don’t get to do sufficient of in our busy lives. It’s been enjoyable to staff up with a sport that’s so social and supplies alternatives to go on zany adventures with buddies — whereas flattening their properties and charging them hire. And I’ve realized that Keke and Jason are fierce opponents! The second that they had a possibility to take all my Monopoly cash, 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 a couple of. The sport was downloaded over 150 million occasions inside its first 12 months, and at one level had 10 million each day lively customers. It additionally generated $2 billion in income inside 10 months of its launch. The cell sport grew to become so well-liked that it will definitely grew to become its personal separate board sport from the unique Monopoly.
Berger mentioned, “In fact we wish new gamers. However the different part of success is that our present gamers benefit from the artistic and it motivates them to play extra or share the advert with their buddies. One of the vital essential components of this marketing campaign is we wish to encourage present gamers to ask their buddies into the sport. It’s all the time the primary and most essential supply of our long-term gamers is individuals who got here in as a result of a good friend was taking part in the sport.”
One other a part of it was encouraging lapsed gamers to return, he says. “An enormous a part of the worth proposition of those sorts of campaigns is they might attain individuals who possibly they left the sport six months in the past. Life occurred and so they left the sport. What we discover is campaigns like this are very efficient at bringing these gamers again into the sport and making them type of say, ‘You realize what, I used to be having time. And I ponder if my buddies nonetheless taking part in the sport.’”
Berger additionally emphasised the marketing campaign is international, and Scopely is tailoring the marketing campaign to suit gamers throughout the globe, even discovering totally different voices for Mr. Monopoly that attraction to gamers in a sure area. The “Friendship Pays” advert marketing campaign rolls out throughout digital platforms, social media and tv beginning this week.
