Scopely, the developer behind the hit game Monopoly Go!, has unveiled the newest campaign. Boasting 150 million downloads, the studio is more than happy to present the fresh gimmick with some of the biggest names in the country.

Ever since it was first released in 2023, the developer had ideas on how to attract more gamers. Now, "Friendship Pays" is here—a worldwide campaign headlined by Hollywood stars to attract players from all corners of the globe.

Monopoly GO Unveils Star-Studded Marketing Campaign

'Monopoly GO' Players Can Enjoy New 'Friendship Pays' Campaign

According to GameRant, Friendship Pays is a new marketing push from Scopely aimed at bringing larger-than-life personalities and dynamic storytelling into Monopoly GO. It's Scopely's first global brand initiative for Monopoly GO, intended to make the universe of the game feel more life-like and actually real.

The campaign includes the biggest names in the Hollywood industry including Will Ferrel, Jason Momoa, Chris Pratt, and Keke Palmer. Well, Mr. Monopoly's iconic voice won't be possible without Ferrel.

Pratt, known from The Super Mario Bros. Movie, will team up with Momoa, in the new Minecraft movie; Palmer who voiced Senna in League of Legends; and Ferrell, known for comedy genius. All these familiar faces are set to reach out to drive engagement and kindle a new, more interactive experience for players.

"I love playing games with my siblings and friends, and let me tell you honey, when I play games, I play to win," Palmer said via Variety. "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."

$500 Million Marketing Investment: How Monopoly GO Plans to Grow

Since the launch of Monopoly GO in April 2023, Scopely has sunk an eye-popping $500 million into marketing and user acquisition. But so far, the game has grossed $3 billion, according to the digital analytics platform Sensor Tower.

The game's success is attributed to its compelling combination of classic Monopoly gameplay and modern mobile features appealing to players of all ages. The recent Friendship Pays campaign indicates a long-term play in Scopely's marketing strategy: keeping the momentum alive.

Cross-Platform Engagement to a Next Level

The Friendship Pays initiative has much more to do with star power, but it is also a multi-platform, multimedia initiative that breathes life into an interesting storyline.

The main venue of the campaign is GOville, a city that interlaces real-life features with the unique Monopoly GO universe. The first chapter is out on Nov. 18, introducing audiences to this imaginative universe.

More than 20 pieces of original content, such as two TV spots, a music video, and much more, have been released so far, all under the creative direction of Henry Scholfield (Adidas, Samsung, Billie Eilish, to name a few).

Monopoly GO's Expanding Universe

Beyond Hollywood, the game continues to extend its collaboration reach through a unique partnership with Marvel. This runs till Dec. 5, when exclusive mini-games and events with favorite characters such as Iron Man, Fantastic Four, and X-Men offer ample rewards.

It only shows how Monopoly GO can jump into varied entertainment genres while remaining fresh and exciting for newly found players as well as those coming back to the same game.

A Game for All Generations

The remarkable success of Monopoly GO is reflected in its ability to engage players across generations and geographical boundaries. Scopely's marketing team emphasizes that the game's appeal is universal, which led to the creation of a physical Monopoly GO board game released in August 2023.

With its combination of traditional gameplay and mobile-driven innovation, there's no doubt that Monopoly GO is quickly becoming a staple in mobile gaming.