Monopoly Mobile Case Study 2020
Submitted by Game Influencer

Monopoly Mobile YouTube Creator Campaign

Influencer Marketing

Game Influencer ran a YouTube creator campaign for Marmalade Game Studios' Monopoly Mobile built on dedicated videos from 3 channels, and the agency reports 245K+ total views.

245K+Total Views
9,000+Click-Throughs

Case in 60 seconds

Marmalade Game Studios had brought Monopoly, which the page calls one of the world's most popular board games, to the mobile app store, so the studio needed an influencer integration that turned familiarity into clicks and conversions.

The campaign turns on the overlap between mobile games and board games, because the page casts influencers interested in both, and a board game on a phone needed viewers who cared about each half of it.

The concept revolved around community channels, with each YouTube partner given an individualized concept, so Monopoly became the subject of a whole video rather than a sponsored mention inside unrelated content.

Tribe Gaming, Yawi Vlogs and Brock & Boston each created a YouTube video fully dedicated to Monopoly from an individualized concept, and Tribe Gaming played a round of the game dressed up as their Monopoly figures.

Game Influencer reports 245,000+ total views and 9,000+ click-throughs from the 3 influencer channels, while the page gives no conversion figure even though conversions were a stated goal of the campaign.

Strategy Breakdown

Viewers of YouTube community channels interested in mobile games and board games.
Monopoly enters each video as the activity itself rather than as an advertiser, because the page says the videos were fully dedicated to the game and built on individualized concepts for each channel.
The page pairs long-lasting content with clicks and conversions, so the brief treats each dedicated YouTube video as a standing route to the app store rather than as a single moment of attention.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Game Influencer

Creator role

  • Tribe Gaming — creator
  • Yawi Vlogs — creator
  • Brock and Boston — creator

Results & Evidence

MetricValue
Total Views245K+ views
Click-Throughs9,000+ click-throughs
Influencers3 influencers

Why Game Influencer's strategy worked

  1. 1

    Dedicating a whole video to a game gives a mobile version of a board game room to be played on camera rather than described, which suits a product whose appeal lies in the act of playing it.

  2. 2

    Giving each channel an individualized concept lets one product sit inside differing community formats, such as a costumed round of play, rather than forcing a single script across creators with different styles.

  3. 3

    Casting for interest in both mobile games and board games matches the product's dual identity, so the roster speaks to fans of the physical game and to mobile players rather than to only one group.

Related Case studies