A new behemoth has surfaced in the always changing realm of mobile gaming to question the existing quo and create waves and record-breaking impact that is both unprecedented and perhaps unthinkable. Not only is Monopoly Go, a free-to-play mobile version of the venerable board game, the most successful mobile launch of 2023, but inside its first ten months it has generated an amazing $2 billion in revenue. When one considers the enormous $500 million creators Scopely paid out on marketing and user acquisition—a price that eclipses the production expenditures of some of the largest AAA games in recent history—this astounding feat becomes even more startling.
In an interview with Game File, Eric Wood, Senior VP of publishing for Scopely, revealed this shocking revelation stressing the enormous scope of their marketing expenditure. To put things in context, Horizon Forbidden West came in at $212 million while a leaked last year document said that the production of PlayStation’s The Last of Us Part 2 cost about $220 million. Scopely therefore spent more than double on promoting Monopoly Go than on the production of these smash games.
Marketing wizard
Where then did all this money go to? Scopely co-CEO Javier Ferreira shared some insights in his blog post, showing a marketing approach that was both ambitious and painstakingly planned. Using a hyperlocal approach, the firm created unique creative material that spoke to the language and culture of every area the game was accessible. This not only enabled the game to stand out but also helped it to develop quickly and with the amazing speed at which the marketing expenditure was recovered—a feat Ferreira claims is seldom witnessed in the gaming sector.
Monopoly Go’s popularity and marketing approach are evidence of the ability of mobile games to challenge, even exceed, the income numbers of major budget AAA games. It’s a clear sign of the altering dynamics inside the gaming business, as mobile games are no longer considered as trivial diversions but as key players in their own right.
Critics and players alike have given conflicting responses to Monopoly Go’s marketing budget. While some perceive it as a bubble ready to burst, others accept the game’s popularity as a symbol of mobile gaming’s unquestionable promise and the efficacy of specialized, localized marketing methods. Regardless of where one falls on this argument, it’s tough to overlook the influence of Monopoly Go’s marketing frenzy.
As the mobile gaming scene continues to change, Monopoly Go’s narrative will likely be recognized as a critical time when a risky marketing plan paid off in spectacular manner. It raises crucial issues about the future of game creation and marketing, and whether we’ll see additional creators take similar risks in hopes of reaching equivalent success. For now, Monopoly Go stands as a bright example of how innovation, smart planning, and a willingness to engage extensively in marketing can lead to extraordinary success in the competitive world of mobile gaming.
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