Mobile Game Marketing Insights: How MONOPOLY GO! Hit #1 in US App Store Grossing Chart

On July 21, 2025, MONOPOLY GO! surged from #4 to #1 on the US Apple App Store Grossing chart, overtaking apps like TikTok, YouTube, and ChatGPT.




This success highlights Scopely's smart approach to mobile gaming. Using the Monopoly brand, effective App Store Optimization (ASO), and a celebrity-driven marketing campaign, MONOPOLY GO! has gained worldwide popularity.

Here's a look at the strategies behind this rise and their lessons for mobile game developers.

The Monopoly Brand: A Timeless Appeal

The Monopoly name carries weight. For over 100 years, it's been a staple of family game nights and friendly competition, ingrained in pop culture.

Scopely leveraged this to give MONOPOLY GO! an instant advantage. Seeing "Monopoly" in the App Store signals familiar fun—buying properties, making deals, and outsmarting opponents—cutting through the noise of countless games and driving downloads.

Beyond recognition, the Monopoly brand builds trust. Players are more likely to try a game linked to a beloved classic, boosting conversion rates.

Scopely's collaboration with Hasbro, the brand's owner, blended iconic elements like the Top Hat token and "GO" square with mobile-friendly features like daily events and social interactions.



This blend of nostalgia and innovation keeps players engaged, with millions passing "GO" daily and over 300 million friend invites sent since launch, driving an estimated $1.3 billion in global revenue by mid-July 2025, including $1.06 billion (81.95%) from the US.

ASO: Making MONOPOLY GO! Stand Out

A great game needs visibility, and MONOPOLY GO!'s ASO strategy delivers.

The title "MONOPOLY GO!" leverages the Monopoly brand while using "GO" to suggest action.

As of July 21, 2025, it ranks for 8,282 US App Store keywords, with 661 in the top three and 1,165 in the top ten, leading searches for "board games" and "casual games." This drove its rise to #1 on the Grossing chart.



The App Store listing hooks players with vibrant screenshots showcasing Monopoly staples like the Racecar and Boardwalk, while the description highlights social features like team events.

Scopely continuously refines keywords and visuals based on trends, maintaining discoverability. This approach fueled 47 million US downloads (34% of 137 million globally), showing MONOPOLY GO! excels at attracting and converting players.

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Celebrity Buzz and Strategic Marketing

Scopely boosted MONOPOLY GO!'s appeal with a high-impact marketing strategy.

Featuring stars like Jason Momoa, Chris Pratt, Keke Palmer, and Will Ferrell (voicing Mr. Monopoly), their viral trailers on Instagram, YouTube, and TikTok created widespread excitement.

It was highlighted that there's a significant ad spend since the April 2023 launch, driving 10 million daily active users.

Beyond heavy spending, Scopely targeted effectively, using Apple Search Ads for high-intent users and social media for mass appeal. This generated $51.2 million in global revenue in June 2025.

Meanwhile, social features like friend invites and co-op events turned players into promoters, keeping MONOPOLY GO! in the limelight.

Monetization That Drives Revenue

MONOPOLY GO!'s $1.3 billion global revenue by mid-July 2025 stems from a polished freemium model.

In-app purchases, like exclusive tokens and property upgrades, align with the Monopoly brand, making spending engaging.

Daily tournaments and collectible stickers maintain 10 million daily active users, ensuring steady engagement.



Even in June 2025, the game earned $51.2 million, with the US leading (83.1%, $42.5 million).Regular updates keep MONOPOLY GO! a consistent top earner.

Final Thoughts

MONOPOLY GO!'s rise to #1 on the US Apple App Store Grossing chart by July 21, 2025, showcases a masterclass in mobile gaming success.

Scopely's strategic use of the Monopoly brand's nostalgic appeal, combined with precise ASO, targeted celebrity-driven marketing, and a robust freemium monetization model, has driven $1.3 billion in global revenue and 10 million daily active users.

The game's ability to blend familiarity with modern mobile features—daily events, social integrations, and collectibles—ensures sustained engagement and organic growth.

For developers, MONOPOLY GO! sets a benchmark: leverage a trusted IP, optimize discoverability, amplify reach through smart marketing, and design monetization that feels integral to the experience.

Its dominance reflects not just a win for Scopely but a blueprint for thriving in the competitive mobile gaming landscape.