Scopely, the developer and publisher of Monopoly GO, has announced a new global campaign, Friendship Pays, featuring Hollywood stars Chris Pratt, Jason Momoa, Keke Palmer, and Will Ferrell. Released in April 2023, the mobile game has earned over $3 billion in revenue and boasts more than 150 million downloads worldwide.
The campaign, a collaboration with advertising agency Omelet, celebrates the vibrant Monopoly GO universe through over 20 original videos, including two TV spots directed by Henry Scholfield. It introduces GOville, a blend of the real world and the game’s universe, to highlight the game’s social and interactive appeal.
Will Ferrell lends his voice to Mr. Monopoly, while Pratt, Momoa, and Palmer bring their star power to this creative initiative. The campaign marks a long-term investment in bringing Monopoly GO to new audiences.
The game, powered by Unity, is also expanding its brand reach. A board game adaptation was launched in August, and a Marvel crossover event featuring iconic heroes like Deadpool, Spider-Man, and Wolverine runs until December 5.
Scopely, which has invested $500 million in marketing Monopoly GO, credits its global appeal for its massive success. The Friendship Pays campaign is expected to further solidify the game’s status as a cultural phenomenon.
