The head of Scopely, Javier Ferreira, shared in an interview with Bloomberg that his company continues to spend significant amounts on promoting the mobile blockbuster MONOPOLY GO!. As of today, the marketing investments for the game have exceeded one billion dollars.
MONOPOLY GO!
Last April, he mentioned a much smaller amount—$500 million. At the time, Ferreira noted that the game quickly recoups its costs. For instance, the funds allocated for MONOPOLY GO!'s marketing in the first six months of its operation were recovered within a few weeks. By spring 2024, the pace had slowed but remained at a respectable level—it took up to 120 days to recoup marketing expenses.
It's noteworthy that as recently as December 2023, former marketing director of Pixel Federation and SuperScale, Matej Lancaric, estimated that Scopely should have spent about $1.5 billion on marketing MONOPOLY GO!. However, Scopely refuted his numbers, calling them speculative, and praised their marketers who are skilled at acquiring traffic cheaply.
MONOPOLY GO! was launched in April 2023 and is currently one of the highest-grossing mobile games in the world. As of July 2024, its revenue had reached $3 billion.