Scopely co-CEO Javier Ferreira delved a little deeper into where that marketing spend went in his
blog post, revealing that Monopoly Go's marketing team created localized marketing for every region where the game was available. "Our marketing team was a fierce advocate for taking a hyperlocal approach," Ferreira said. "In turn, much of our upfront marketing investment went to developing individualized creative that reflected the language and culture of every country where the game is available."
Ferreira also revealed that the game's approach to marketing helped it recoup its spending in days or weeks, something that usually takes months or years for comparable titles. "We didn't set out to create a blitz campaign, but as the game rapidly grew, so did our marketing efforts," he explains. "For much of the title's first six months, we were fully recouping our spend in a matter of weeks, something not often seen in games today."
The game's marketing budget gives an idea of the massive scale some mobile games operate on, with its revenue figures also far beyond what even big blockbuster AAAs make in their lifetime.
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