Scopely has teamed up with LA-based marketing agency Omelet to create the first-ever global marketing campaign for Monopoly GO!.

Friendship Pays kicks off in the US this week with two 45-second TV spots featuring actors Jason Mamoa (Momoney), Chris Pratt (Extra Chrispy) and Keke Palmer (KeKe GoGo) replicating aspects of the mobile title’s gameplay, such as robbing banks, breaking out of jail and speeding around the GOville gameboard in their token cars. Meanwhile, Will Ferrell will have a recurring role in future ads as the voice of a CG-animated Mr. Monopoly.

Scopely’s goal with the campaign is to bolster Monopoly GO!‘s user base during the holiday season and introduce new players to the game’s quicker format, says SVP of marketing Jamie Berger. The free-to-play title has been downloaded more than 150 million times across all mobile gaming platforms since launching in June 2023. 

In addition to the TV spots, which are scheduled to run during the NFL’s Monday Night Football programming, the campaign will also deliver 20 short videos featuring Mr. Monopoly designed for podcasts, influencer marketing and social media platforms. 

In March, Scopely’s SVP of publishing Eric Wood confirmed that the developer and Hasbro had spent more than US$500 million on the game’s marketing and user acquisition strategies. These efforts have helped drive Monopoly GO! generate more than US$3 billion in revenue from in-game transactions.