How Scopely’s seasonal model boosted Monopoly Go! playtime by 7 percent

After pivoting to a seasonal release model last year, “Monopoly Go!” is reaping the rewards in 2026. Today, February 4, marks the launch of the latest season of “Monopoly Go!” It’s the game’s sixth season since “Monopoly Go!” adopted its current seasonal model in May 2025. Every few months, “Monopoly Go!” developer Scopely rolls out a wave of new updates featuring limited-time events, timely aesthetic updates and new features, all built around a core seasonal theme — in this case, pets. “We’ve got Mr. Monopoly and Scottie, the dog — and Scottie’s obviously based on that familiar token people know from the game, so that’s one of the reasons why pets made sense,” said Scopely’s director of content for “Monopoly Go!” Phil Williams in an interview with GamesBeat. “The community has been talking about how much they love animals and how much they love pets, so those things made sense.” Scopely’s seasonal approach has allowed the company to fine-tune the content of “Monopoly Go!” to stay relevant to the interests and desires of the game’s audience — and in under a year, the strategy has already paid off. Since shifting to a seasonal strategy in May 2025, users’ average daily playtime inside “Monopoly Go!” has increased by seven percent, according to Scopely vice president of product performance Colin Miller in an interview with GamesBeat. “The main thing is that the player feedback, qualitatively, in the community and all other places, has been very positive,” Miller said. “The discourse across our different channels is really healthy, and that gives us a strong sense that we’re pushing in the right direction. Typically speaking, the business results will follow that kind of energy.” Pivoting to a seasonal approach has created new opportunities for Scopely to integrate outside brands and intellectual properties into “Monopoly Go!” The previous season, for example, featured characters and other assets from Harry Potter’s Wizarding World. However, Miller said that the shift to a seasonal strategy had not led to a “major shift in [Scopely’s] volume strategy, as far as IP integrations go.” “We have a brand ourselves; we are Monopoly. We have no real desire to do something like string back-to-back brand integrations,” he said. “We use them as punctuation points throughout the year, to bring interesting things in. Brand integrations are part of Monopoly’s DNA, but we have that core Monopoly brand that we want to make sure we’re preserving and bringing forward on a regular basis, too.” One behind-the-scenes benefit of “Monopoly Go’s” seasonal model is that it allows the Scopely team to test out new or experimental features. The recent Harry Potter season included a new feature called “chocolate frogs,” which allows players to get a boost of extra value when they open in-game sticker packs. “People were asking, ‘when’s it going to come back?’ — so we know it resonates,” Williams said. “When does it make sense to use it again? That’s a really key question for us.” As user acquisition becomes a growing challenge across the mobile gaming landscape, strategies like Scopely’s “Monopoly Go!” seasonal model show how developers and publishers are taking steps to extend the lifecycle and increase the lifetime value of the users they’ve already acquired. The seasonal approach allows developers to retool existing content and create a sense of fresh gameplay, creating a sense of FOMO or urgency that drives longtime users to pick up their phones and play. “This kind of mechanic also increases monetization potential as players might buy more coins or engage with other paid features to increase their chances/rolls of getting something that is only temporarily available,” said Adjust director of marketing Tiahn Wetzler in an email to GamesBeat. “Essentially, seasonality creates a sense of urgency in players, even if content is recycled. It’s a fairly scalable way to nudge users back into a game and tempt them into spending.” The post How Scopely’s seasonal model boosted Monopoly Go! playtime by 7 percent appeared first on GamesBeat.

Feb 4, 2026 - 22:32

How Scopely’s seasonal model boosted Monopoly Go! playtime by 7 percent

After pivoting to a seasonal release model last year, “Monopoly Go!” is reaping the rewards in 2026.

Today, February 4, marks the launch of the latest season of “Monopoly Go!” It’s the game’s sixth season since “Monopoly Go!” adopted its current seasonal model in May 2025. Every few months, “Monopoly Go!” developer Scopely rolls out a wave of new updates featuring limited-time events, timely aesthetic updates and new features, all built around a core seasonal theme — in this case, pets.

“We’ve got Mr. Monopoly and Scottie, the dog — and Scottie’s obviously based on that familiar token people know from the game, so that’s one of the reasons why pets made sense,” said Scopely’s director of content for “Monopoly Go!” Phil Williams in an interview with GamesBeat. “The community has been talking about how much they love animals and how much they love pets, so those things made sense.”

Scopely’s seasonal approach has allowed the company to fine-tune the content of “Monopoly Go!” to stay relevant to the interests and desires of the game’s audience — and in under a year, the strategy has already paid off. Since shifting to a seasonal strategy in May 2025, users’ average daily playtime inside “Monopoly Go!” has increased by seven percent, according to Scopely vice president of product performance Colin Miller in an interview with GamesBeat.

“The main thing is that the player feedback, qualitatively, in the community and all other places, has been very positive,” Miller said. “The discourse across our different channels is really healthy, and that gives us a strong sense that we’re pushing in the right direction. Typically speaking, the business results will follow that kind of energy.”

Pivoting to a seasonal approach has created new opportunities for Scopely to integrate outside brands and intellectual properties into “Monopoly Go!” The previous season, for example, featured characters and other assets from Harry Potter’s Wizarding World. However, Miller said that the shift to a seasonal strategy had not led to a “major shift in [Scopely’s] volume strategy, as far as IP integrations go.”

“We have a brand ourselves; we are Monopoly. We have no real desire to do something like string back-to-back brand integrations,” he said. “We use them as punctuation points throughout the year, to bring interesting things in. Brand integrations are part of Monopoly’s DNA, but we have that core Monopoly brand that we want to make sure we’re preserving and bringing forward on a regular basis, too.”

One behind-the-scenes benefit of “Monopoly Go’s” seasonal model is that it allows the Scopely team to test out new or experimental features. The recent Harry Potter season included a new feature called “chocolate frogs,” which allows players to get a boost of extra value when they open in-game sticker packs.

“People were asking, ‘when’s it going to come back?’ — so we know it resonates,” Williams said. “When does it make sense to use it again? That’s a really key question for us.”

As user acquisition becomes a growing challenge across the mobile gaming landscape, strategies like Scopely’s “Monopoly Go!” seasonal model show how developers and publishers are taking steps to extend the lifecycle and increase the lifetime value of the users they’ve already acquired. The seasonal approach allows developers to retool existing content and create a sense of fresh gameplay, creating a sense of FOMO or urgency that drives longtime users to pick up their phones and play.

“This kind of mechanic also increases monetization potential as players might buy more coins or engage with other paid features to increase their chances/rolls of getting something that is only temporarily available,” said Adjust director of marketing Tiahn Wetzler in an email to GamesBeat. “Essentially, seasonality creates a sense of urgency in players, even if content is recycled. It’s a fairly scalable way to nudge users back into a game and tempt them into spending.”

The post How Scopely’s seasonal model boosted Monopoly Go! playtime by 7 percent appeared first on GamesBeat.

Tags:

Roblox launches 4D Creation into open beta to bring dynamic objects in game worlds

What's Your Reaction?

Dislike

Love

Funny

Angry

Sad

Wow

XINKER - Business and Income Tips Explore XINKER, the ultimate platform for mastering business strategies, discovering passive income opportunities, and learning success principles. Join a community of thinkers dedicated to achieving financial freedom and entrepreneurial excellence.