Date 17/12/2023
The amount of money to advertise the game Monopoly Go was shared by former SuperScale marketing director Lancarich, attracting public attention.
This person estimates that Scopely spends up to 4.5 million USD every day to reach users. In November, the company announced that Monopoly Go’s revenue reached $1 billion with total installs of 100 million. “If they made $1 billion in revenue, they certainly spent a billion and a half dollars on advertising,” Mr. Lancarich said. “Although the game company has not yet broken even, it is currently not afraid to spend large capital to market their popular game.” Lancarich’s inference is based on an estimate of Scopely’s current CPI value.
Meanwhile, Ramiz Trtovac, game analyst at Serbian Two Desperados, disagrees with Lancarich’s point of view. He estimates that Scopely’s spending is only about $300,000 per day (that’s about $9 million per month). The advertising spending figure stated by Lancarich appears to be unrealistic given the company’s situation. At the same time, he said some publishers are willing to “spend $12 million on advertising to make $13 million.”
Analytics firm Liquid & Grit estimates that Scopely spends $1 million a day to keep Monopoly Go hot. “Among casual games, Monopoly Go casino ranks second in terms of the number of ads displayed to users. The first position belongs to Royal Match,” Liquid & Grit representative said. Scopely itself does not disclose advertising costs for this game, so the actual exact number has not been revealed. But certainly the amount of money spent is not small for the game to become popular.
It can be said that Monopoly Go has a quite smart way to retain gamers when combining today’s hot gameplay styles. Thanks to the social elements in the game, Monopoly Go is widely known and loved on platform X (Twitter), Facebook and other social networks, from which more and more gamers participate.
Monopoly Go achieved results that exceeded the production team’s expectations from mid-2023. In addition to the App Store and Google Play Store, Monopoly Go has also been launched on other third-party app stores so the number whether actual revenue could be much larger than what is currently reported.
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