Newsletter

Monopoly GO! Newsletter

Monopoly GO! Newsletter

Contents

01

Executive Summary

  1. Fun Features
  2. Monetization
  3. Top Monetization Networks
  4. User Acquisition
  5. UA Strategy
  6. Creative Strategy

02

Game Overview

  1. Core Functionality
  2. Fun Features
  3. Monetization
  4. In-App Purchases

03

User Acquisition

  1. Revenue + Revenue in Top Tier-1 Countries
  2. Downloads + Downloads in Top Tier-1 Countries
  3. Monetization Networks

04

Top Creatives

05

Top Creatives (Competitors)

06

User Acquisition Strategy

07

Creative Strategy

08

Monopoly GO! Strategy

Executive Summary

Fun Features:

Fast-Paced Gameplay

Exciting Tournaments

Live Events

Daily Challenges

Alternate Modes

Monetization

Initial IAP offer Level 1

In-game Money offer Level 2 & 3

Skyhigh Deals Bundle Level 4

Galactic Adventures Bundle Level 5

Enhanced Initial IAP offer Level 6

Social Engagement Level 7

Board Master Pack Level 8

Startup Whizz Pack Level 9

Legendary Deals Bundle Level 10

Bank Bonanza Pack Level 11

Top Monetization Networks

User Acquisition

Revenue of $281,917,616.

Top five countries in revenue: USA, UK, France, Germany and Canada.

Total downloads of 82,102,996.

Top five countries in downloads: USA, UK, France and Germany

UA Strategy

Downloads: Downloads have fluctuated, with a 10% decline in the last 14 days, a more substantial 14% decrease in the subsequent 30-60 days, and an encouraging 8% increase in the last 60-90 days, reflecting the strategy's adaptability to market dynamics.

Revenue: Revenue declined by 9.9% in the last 14 days, but a 2.4% increase in the last 30-60 days despite lower downloads. The last 60-90 days showed a remarkable 17.7% surge in revenue, demonstrating the strategy's effectiveness in revenue optimization.

Monetization Networks: Monetization networks, including Unity, YouTube, AdMob, Facebook, and Vungle, exhibited steady growth in the last 14 days, emphasizing a diversified approach. Over the last 30-60 days, AdMob experienced a significant 20% growth. AdMob and Unity dominated with 17% and 12% growth in the last 90 days, signaling a shift in focus to these networks.

Popular Markets: Over three distinct time periods, popular markets experienced growth with the USA, the UK, France, Canada, and Germany showcasing varying percentages of increased popularity, signifying dynamic market adaptability and sustained appeal.

Creative Strategy

Unique/New Creatives: Over three specified time periods, the introduction of new creatives displayed dynamic trends: a substantial 71% decrease in the last 14 days, a 14% decline in the subsequent 30-60 days, and a notable 15% increase in the latest 60-90 days, reflecting adaptive creative strategies possibly influenced by market dynamics or user preferences.

Monetization Network: Unity maintained a consistent presence, with a 16% increase in the last 30 days; Facebook saw a substantial 20% surge in the 30-60 day period, emphasizing user engagement; Vungle experienced remarkable fluctuations, with a 100% increase in the last 14 days, highlighting heightened monetization focus.

Popular Markets: Notable market trends included a remarkable 44% surge in the USA in the last 14 days, emphasizing its strategic importance, a 15.3% increase in France in the 30-60 day period to capture and sustain user interest, and a substantial 16% increase in Germany in the 60-90 day period, reflecting an adaptive approach to enhance visibility and engagement.

Monopoly GO! - Game Overview

Monopoly GO! is a free-to-play mobile game by Scopely, based on the classic Monopoly board game. Players roll the dice, buy properties, and collect rent. It offers a social feature for playing and competing with friends. The game, available on iOS and Android, launched in April 2023 and is currently the top-ranked board game.

Gameplay

Players roll the dice to move around the virtual board, just like in the original game.

Players can buy properties and collect rent from friends.

The game features collectible Property Tile Sets that allow players to build Houses and upgrade them to Hotels to get even more rent from friends.

The game features exciting Live Events and Tournaments that allow players to climb the leaderboards on their way to owning it all.

The game has new challenges every day, with new Events running every hour.

The game also has alternate modes, such as an empire-building mode that sees players establishing their own real estate empires and competing with other players to destroy their landmarks and steal money from them to fund their own empires.

The game has a social aspect, allowing players to invite friends to play and compete against each other.

Fun Features:

Fast-Paced Gameplay

Exciting Tournaments

Live Events

Daily Challenges

Alternate Modes

Monetization

Monetization Strategy: Monopoly GO!

1. Initial IAP offer (Level 1)

Monopoly GO! presents the "Starter Pack" after players roll the dice 5-10 times, ensuring they grasp the game's basics.

Priced at $2.99, the pack includes 110 dice and 42,000 in-game money, delivering 235% more value when purchased together.

A time constraint adds urgency to the offer, prompting swift decisions and leveraging player interest during the early game stages. This offer targets players seeking quicker progression.

2. In-Game Money offer (Level 2&3)

Players encounter this offer at level 2 after depleting their in-game currency. It provides 33,000 in-game money for $1.99, emphasizing the message "Keep building!"

Level 3 Repeat: The same offer returns at level 3 but offers double the in-game money (66,000) for the same $1.99 price. This mirrors the game's progression, addressing the increasing resource needs as players advance.

3. Skyhigh Deals Bundle (Level 4)

"Skyhigh Deals" emerges in the player's journey at level 4, aligning with a pivotal engagement point during city-building.

Presenting a bundled package of in-game resources priced at $1.99, the offer delivers 30 rolls, 56,000 cash, and a set of cards, significantly enriching the player's in-game resources and progression.

The offer introduces two unlockable packs, enticing players to delve deeper into the game, fostering curiosity, and extending their gameplay.

4. Galactic Adventures Bundle (Level 5)

At level 5, the "Galactic Adventures" offer appears, immersing players in a space-themed experience, and amplifying engagement through thematic elements

The offer entices players with the prospect of unlocking in-game money, cards, and dice, a strategy that fosters exploration and extended gameplay.

To further progress in the thematic adventure, players are encouraged to make a purchase, receiving additional dice and rolls along with two free unlockables, motivating in-game spending and prolonged engagement.

5. Enhanced Initial IAP offer (Level 6)

The "Racing Champion Starter Pack" reemerges at level 6, addressing players' needs for in-game resources when facing a shortage of money and dice.

Priced at $2.99, the pack offers an increased amount of money, now totaling 168,000, along with the same number of dice, providing players with a more valuable proposition compared to the previous offer.

6. Social Engagement (Level 7)

At level 7, when players run out of dice, a "Keep Rolling!" offer emerges, providing 210 rolls for $9.99. The time-sensitive aspect promises 5 free rolls every 60 minutes to keep players engaged.

Players are encouraged to invite friends to receive free dice, with the number of rolls contingent on the number of invites. Connecting via Facebook yields an attractive 25 free rolls, fostering a sense of community and viral engagement.

7. Board Master Pack (Level 8)

Upon completing level 8, players are rewarded with the "Board Master Pack," an accomplishment pack that includes 155 rolls, 1.54 million in-game money, and a set of cards.

Priced at $6.99, this limited-time offer presents a 200% boost in value and features a 10-minute timer, creating a sense of urgency to capitalize on this rewarding opportunity.

8. Startup Whizz Pack (Village 9)

In level 9, Monopoly GO! reintroduces the Starter Pack offer, this time themed as "Startup Whizz," with two distinct options.

An offer for 200 rolls priced at $2.99, designed for players who have exhausted their rolls. This offer delivers a substantial 335% increase in value and is available for 48 hours.

Following the rejection of the initial offer, the game adapts by presenting an alternative offer, providing 110 rolls, 468,000 in-game money, and a set of cards for $1.99. This offer maintains the same 335% boost in value, appealing to players seeking more resources to progress.

9. Legendary Deals Bundle (Level 10)

Upon reaching level 10, Monopoly GO! reintroduces bundle offers under unique themes.

Legendary Deals: This offer presents six unlockable packs, requiring players to make a $2.99 purchase to unlock the first pack. As each new pack is unlocked, it reveals different in-game resources, offering a structured progression for the players.

Rolling Riches: Following the Legendary Deals offer, players encounter the Rolling Riches offer priced at $4.99. This offer includes three unlockable packs filled with in-game resources, further enhancing players' progression within the game.

10. Bank Bonanza Pack (Level 11)

As the game advances to level 11, the recurring Startup Pack returns, now themed as "Bank Bonanza."

This offer presents players with 110 rolls, 468k money, and a set of cards, all priced at $1.99.

Remarkably, this Bank Bonanza Startup Pack provides a 370% boost in value, making it a tempting proposition for players at this stage.

11. Progressive In-Game Money offers

As the game unfolds, players encounter a consistent feature - in-game money offers. These offers maintain a standard price point of $1.99- $2.99 throughout the game.

However, the intrigue lies in the increasing amount of in-game money with each progression, ensuring players have the resources they need to develop their cities.

This strategic monetary escalator serves to sustain player engagement and the ability to advance within the game.

In-Game Currency

1. Rolls

Monopoly GO! presents players with an array of roll packs, encompassing six distinct options ranging in price from $1.99 to $149.99.

The initial purchase of these rolls brings forth an enticing offer, providing players with a bonus ranging from 5% to a substantial 110% more rolls based on their selected pack.

This initial boost aims to incentivize players to make their first purchase and actively engage in the game's mechanics.

2. Money

In Monopoly GO!, the essential currency for building and expanding a city is money. Just like rolls, these monetary packs come in six different options, varying from $1.99 to $149.99.

When players make their initial purchase, they are rewarded with additional money, granting them a bonus ranging from 5% to a substantial 110%, depending on the chosen pack.

This initial incentive encourages players to invest in their city-building endeavors, fostering engagement and progression.

3. Live Events in Monopoly GO! Monetization Strategy

Monopoly GO! recognizes the potency of live events in enhancing user engagement and retention. This core strategy, aligning with the industry trend, is employed by successful mobile games to bolster their key performance indicators (KPIs) including revenue.

Scopely, the publisher employs this strategy by integrating weekly live events and tournaments into the Monopoly Go experience. The inclusion of these engaging events offers players the opportunity to earn valuable rewards and perks, rendering the game more appealing and consequently, more profitable.

By consistently introducing fresh content through live events, Monopoly Go not only nurtures player retention but also ensures a dynamic and engaging gaming environment.

Top In-App Purchases

FeatureComparisonTable

Level Progression Cost:

FeatureComparisonTable
logo

User Acquisition

Revenue: $281,917,616

Top Countries Tier:1

point

USA Β 

πŸ‡ΊπŸ‡Έ (66%) : $186,267,923

point

UK Β 

πŸ‡¬πŸ‡§ (5%) : $3,181,893

point

France Β 

πŸ‡«πŸ‡· (4%) : $10,795,354

point

Germany Β 

πŸ‡©πŸ‡ͺ (3%) : $8,412,362

point

Canada Β 

πŸ‡¨πŸ‡¦ (3%) : $6,949,038

Other Countries:

Australia πŸ‡¦πŸ‡Ί (3%),

Italy πŸ‡ͺπŸ‡Έ (2%)

Downloads: 82,102,996

Top Countries Tier:1

point

USAΒ 

πŸ‡ΊπŸ‡Έ (31%) : 25,513,186

point

FranceΒ 

πŸ‡«πŸ‡· (7%) : 5,391,497

point

UKΒ 

πŸ‡¬πŸ‡§ (6%) : 4,716,984

point

GermanyΒ 

πŸ‡©πŸ‡ͺ (4%) : 3,391,354

Other Countries:

Brazil πŸ‡§πŸ‡· (3%)

Spain πŸ‡ͺπŸ‡Έ (3%),

Top Monetization Networks (Last 30 days)

RpD

Tier-1 West: $5.63

Tier-1 East: $1.64

Global: $3.43

Top Creatives

Creative 1

CREATED

Apr 11, 2023

IMPRESSION

61,209,625

Impressions by country

USAΒ (85%),Β 

UKΒ (5%),Β 

FranceΒ (3%),Β 

GermanyΒ (2%)Β 

Other countries

N.AΒ  Β 

Creative tags

GameHeadFaceAnimalMammal

COLORS

#F9D849
#FFFFFF
#364E4F
#000000
#BCB775

Monetization Network:

57%
32%
7%
2%

Creative 2

CREATED

May 26, 2023

IMPRESSION

49,394,906

Impressions by country

GermanyΒ (17%),Β 

FranceΒ (16%),Β 

USAΒ (15%),Β 

UKΒ (14%)Β 

Other countries

SpainΒ  (7%),Β 

ChileΒ  (7%)Β 

Creative tags

GamePersonDiceHead

COLORS

#F9D849
#000000
#FFFFFF
#44087D
#19196B

Monetization Network:

97%
3%

Creative 3

CREATED

Jul 15, 2023

IMPRESSION

35,515,511

Impressions by country

USAΒ (39%),Β 

UKΒ (35%),Β 

FranceΒ (4%),Β 

GermanyΒ (3%)Β 

Other countries

IndiaΒ  (2%),Β 

ChileΒ  (1%)Β 

Creative tags

PersonAdultGameDiceSlot

COLORS

#BFFD5B
#F3FFF1
#FFFFFF
#F9D849
#CDB591

Monetization Network:

100%

Top Creatives (Competitors)

1. Board Kings: Board Dice Games

CREATED

Aug 30, 2022

IMPRESSION

1,946,230

Impressions by country

USAΒ (45%),Β 

UKΒ (11%),Β 

CanadaΒ (8%),Β 

AustraliaΒ (7%)Β 

Other countries

N.AΒ  Β 

Creative tags

GameAdultHeadPersonFace

COLORS

#E8A76C
#98BB93
#000000
#808080
#983430

Monetization Network:

92%
7%
1%

2. Dice Dreamsℒ️

CREATED

Jan 02, 2025

IMPRESSION

4,178,154

Impressions by country

UKΒ (32%),Β 

CanadaΒ (23%),Β 

AustraliaΒ (18%),Β 

FranceΒ (7%),Β 

USAΒ (4%)Β 

Other countries

N.AΒ  Β 

Creative tags

GamePhoneHeadFacesGlasses

COLORS

#FFFFFF
#AFEEEE
#87CEFA
#F4A460
#006400

Monetization Network:

99%

3. Coin Master

CREATED

Dec 10, 2024

IMPRESSION

24,532,461

Impressions by country

USAΒ (62%),Β 

UKΒ (22%),Β 

GermanyΒ (16%)Β 

Other countries

N.AΒ  Β 

Creative tags

SlotHeadFaceSnowPerson

COLORS

#2F4F4F
#F0FFFF
#E6E6FA
#F8F8FF
#FFFFFF

Monetization Network:

93%
5%

User Acquisition Strategy

Change in %

% change = ((new value - old value) / old value) * 100

How is Strategy changing?

1. Change in Downloads

arrow

In the last 14 days, there was a 10% decline in downloads, indicating a challenging period for user acquisition.

arrow

The subsequent 30-60 days saw a more substantial decrease of 14%, suggesting the need for adjustments in user acquisition strategies.

arrow

Remarkably, the last 60-90 days showcased an impressive 8% increase in downloads, signifying a positive trend in the UA strategy. This reflects the adaptability of the strategy to market dynamics.

2. Change in Revenue

arrow

During the last 14-30 days, revenue decreased by 9.9%, which could be attributed to the decline in downloads.

arrow

In the last 30-60 days, there was a modest 2.4% increase in revenue, indicating the efforts to optimize monetization despite the download decline.

arrow

The last 60-90 days witnessed a remarkable 17.7% surge in revenue, showcasing the strategy's effectiveness in capitalizing on revenue opportunities.

3. Change in Monetization Networks

arrow

In the last 14-30 days, various monetization networks, including Unity, YouTube, AdMob, Facebook, and Vungle, demonstrated steady growth, emphasizing a diversified approach.

arrow

The 30-60 day phase highlighted the significant growth of AdMob (20%), indicating its crucial role in revenue generation. Vungle's growth continued but at a slower pace.

arrow

The 60-90 day period was marked by the dominance of AdMob and Unity, with growth percentages of 17% and 12%, respectively. This reflects a shift in focus to these networks.

4. Change in Popular Markets

arrow

In the initial 14-30 days, the USA and the UK exhibited significant growth, showcasing the strategy's focus on these markets.

arrow

The subsequent 30-60-day phase saw growth in the USA, Canada, and Germany, with France also gaining popularity. This suggests a strategic emphasis on these regions.

arrow

In the most recent 60-90 day period, the UK, France, and Canada continued to exhibit growth in popularity, with the USA and Germany also showing increased interest. This indicates a refined focus on these key markets.

Creative Strategy

Change in %

% change = ((new value - old value) / old value) * 100

How is Strategy changing?

1. Change in Unique/New Creatives

arrow

In the last 14 days, there was a substantial 71% decrease in the introduction of new creatives. This could indicate a temporary shift in focus or perhaps a deliberate effort to refine existing creatives rather than introducing entirely new ones.

arrow

The subsequent 30 to 60 days witnessed a 14% decline in the creation of new creatives, indicating an optimization of the creative pipeline.

arrow

In the last 60 to 90 days there has been a notable 15% increase in the development of new creatives. This resurgence suggests an adaptive creative strategy, potentially responding to changing market trends or user preferences.

2. Change in Monetization Networks

arrow

Unity maintained a consistent presence throughout the analyzed periods, with varying degrees of emphasis. Notably, in the last 30 days, there was a 16% increase in creative focus on Unity, indicating a strategic push to leverage its capabilities.

arrow

Facebook saw a substantial 20% surge in creative emphasis in the 30 to 60-day period. This could signify a deliberate effort to capitalize on the user engagement potential of the Facebook network.

arrow

Vungle experienced notable fluctuations in creative emphasis, with a remarkable 100% increase in the last 14 days. This suggests a heightened focus on Vungle for monetization, potentially due to its performance in the market.

3. Change in Popular Markets

arrow

The USA consistently stood out as a significant market, with a remarkable 44% surge in the last 14 days. This underscores the strategic importance of the U.S. market in the creative approach.

arrow

France exhibited a noteworthy increase of 15.3% in creative emphasis in the 30 to 60 days period. This could indicate a deliberate effort to capture or sustain user interest in the French market.

arrow

Germany showed a substantial 16% increase in the 60 to 90 days. This suggests an adaptive strategy to enhance visibility and engagement in the German market.

Push Notifications

Monopoly GO! employs a progressive push notification strategy aimed at engaging players throughout their gameplay journey.

During the initial two days, players receive a moderate 2-3 notifications, ensuring they aren't overwhelmed as they acclimate to the game.

As players become more immersed, the frequency of notifications subtly increases to 5-7 notifications, fostering sustained engagement.

Monopoly GO! focuses on the quality of notifications, ensuring they offer valuable in-game rewards, updates, and challenges, keeping players engaged and excited to return

The strategy is carefully calibrated to maintain an optimal balance between notification frequency and user engagement, enhancing the overall gaming experience.