Redefining Success with Monopoly Go

Monopoly Go has achieved instant success for Scopely, topping the US mobile charts in August after its launch in April. This accomplishment is particularly notable given the current hostile mobile market, where publisher Playtika has halted new releases due to economic viability concerns. In conversation with Scopely's GM of Monopoly Go and VP of product Massimo Maietti, the game's success is attributed to its suitability for the current market landscape. Maietti notes that few brands have audiences that expect to play with friends and family, and Monopoly Go was designed to leverage this built-in interest with a truly social game. The team initially developed a synchronous PvP game that required skill and commitment but was difficult to play with friends due to online timing issues. After testing, they realized the gameplay didn't fit the Monopoly brand, as it felt like labor rather than accumulating wealth through capital and hotels. The team then re-envisioned Monopoly Go as an asynchronous event, focusing on social and viral hooks like the invite system. This approach allowed for a more targeted and small-group experience, where players could play with meaningful people in their lives. Maietti emphasizes the importance of a user acquisition strategy that works for the right game, particularly one with mass appeal. The game must also aim for a large daily active user base, and social systems like clans can help create a socially active game even with a smaller player base. The soft launch of Monopoly Go was approached differently, with a focus on testing social elements rather than individual KPIs. The team validated the game through internal playtesting and external user feedback, giving them confidence to keep the bar high. While maintaining momentum in the mobile industry can be challenging, Maietti believes that a great game design, data structure, and marketing integration are essential. He also stresses the importance of community attention, ensuring that communities are large and healthy, and the game team is embedded in the community. As part of Scopely, the Monopoly Go team can draw learnings from other successful games, and their intent is to grow the game and make it an evergreen title. Maietti concludes by offering hope to fellow game makers, stating that through discipline and trust in the game-making process, it is still possible to achieve success in the mobile market.