The MONOPOLY GO! mobile game - the #1 mobile game launch of all time, developed and published by Scopely - was joined in the real world by the MONOPOLY GO! Board Game on July 18, 2024, creating a full-circle moment for the beloved franchise. To celebrate and promote this new launch, Scopely planned an in-person event to highlight the unique virtual and physical experiences all at once on a day already all about celebration and community: National Ice Cream Day.
MONOPOLY GO! partnered with Taiyaki Ice Cream, known for its iconic fish-shaped Taiyaki cones. The NYC-based shop is the original creator of this cult-favorite treat, offering whimsical flavors and unique designs with a loyal fan base. Taiyaki was the perfect partner for the MONOPOLY GO! launch, as both brands are all about creating fun, community-driven experiences.
The event celebrated the global community of Tycoons formed around "MONOPOLY GO!" and brought them together in person for the first time, while also introducing fans to the latest version of the game.
The MONOPOLY GO! team introduced an innovative blend of digital and physical gameplay elements to engage event participants. A standout feature was the Community Chest QR code, which offered event attendees an interactive way to connect with the game. By scanning the code to open a virtual Community Chest, participants could win exclusive "MONOPOLY GO!" merchandise, including stickers, hats, t-shirts, and of course, the"MONOPOLY GO!” Board Game. This activation bridged the gap between digital experiences and tangible rewards, creating a memorable and immersive engagement opportunity that set the event apart.
This activation marked the first time MONOPOLY GO! brought its highly community-driven experience into the real world, offering players a unique opportunity to interact beyond the digital game. With MONOPOLY GO! already fostering a strong sense of camaraderie and competition within its player base, creating an environment to encourage engagement felt like the natural next step.
A key challenge was translating MONOPOLY GO!’s digital ecosystem into meaningful real-world interactions. Scopely overcame this by designing intuitive touchpoints—like QR code rewards and exclusive merchandise—that felt seamless and rewarding. By leveraging player insights and aligning activations with the game’s community-driven spirit, Scopely successfully bridged digital and physical experiences, making the event an extension of the game’s vibrant community.
Scopely drove the partnership with Taiyaki Ice Cream by aligning both brands’ shared values of fun, creativity, and community-driven experiences. Recognizing Taiyaki’s reputation for crafting unique, visually stunning desserts with a loyal fan following, Scopely saw an opportunity to enhance the MONOPOLY GO! launch with a memorable, shareable activation.
The collaboration was meticulously planned to coincide with National Ice Cream Day, leveraging the holiday’s widespread popularity to amplify the event’s reach. Scopely worked closely with Taiyaki to design exclusive MONOPOLY GO!-inspired ice cream flavors, such as MONOPOLY GO! Strawberry and Billion Dollar De Leche, complete with Mr. M’s signature accessories as edible decorations. This attention to detail ensured a strong connection to the game while delivering a fun and visually captivating treat that resonated with both brands’ audiences.
The event was a resounding success, attracting over 5,500 attendees aged 1 to 85, with lines that stretched around blocks. It resulted in more than 2 million social impressions, and over 30,000 engagements with influencer content. Additionally, the event garnered over 1 billion press impressions, 20+ key press stories, and 1.7 million press-related social impressions.
