Challenge: It’s hard to launch a mobile game in today’s landscape. As Scpoley, Inc., Monopoly Go! was gearing up for the official debut, they knew they were facing strong headwinds. Even with a title based on the most played board game in the world, they spent many late nights debating how to break through to the audience. Their objective was always to optimize their spend—meaning they could only investing their net profit into incremental marketing activities.

Solution: Utilizing media partners that deliver a localized tribal audience at scale, Scopley ran a six-week, heavy reach & frequency RON, embedded host read campaign across all 225+ daily shows with the intention of converting the deep connection that each Locked On host has with their audience to deliver immediate awareness and game downloads across the US and the globe.

Results: Localized marketing works when you want to appeal to the world and Locked On’s footprint in the US, and to a lesser degree globally, hit the mark delivering LOCAL PASSION AT NATIONAL SCALE. Scopely saw an extraordinary return on a large marketing investment, achieving marketing recoup rates that are still below 120 days and a level of profitability that is only seen in much more mature chart-topping games.

“With Locked On, we were fully recouping our spend in a matter of weeks, something not often seen in games today. Both Locked On and Monopoly Go are highly community-driven experiences and together the campaign created a flywheel effect that has allowed us to help build a very large player base.” – MBMG