For the European and American markets, 2023 is the year of being swiped by "Monopoly Go!"
According to Qimai data, as of December 25, "Monopoly Go!" has been in the first place in the iOS game turnover list in the United States for 100 days.
This is a very exaggerated number. You must know that the iOS US region is one of the world's most fertile single markets with the highest user value, and countless heavy SLG manufacturers and leisure manufacturers are fighting wildly in this land, consuming a huge amount of investment budget every day.
However, it took less than 7 months for Scopely's "Monopoly Go!" to surpass $1 billion in total turnover, becoming the fastest game in gaming history to surpass $1 billion in total turnover (surpassing Honor of Kings and Candy Crush Saga), and has continued to dominate the charts since then.
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No. 1 on the free list in nearly 100 countries and regions, how does this mature gameplay product create a new miracle?
Recently, Ben Webley, Chief Marketing Officer of Scopely, published an article in his personal name on GameBeat, sharing his methodology for the first time, summarizing the user operation experience of the company's existing products, and also putting forward a long-term vision for the game industry. The article is informative and worth reading.
Here's what you translated:
A social ecosystem that goes beyond the platform
There is a common belief among developers that we are not only competing for players' time and preferences in an increasingly crowded gaming market, but also for all digital activities, from social media to messaging apps, original content, and more.
But what if we didn't see the diverse media consumption of our audience as a competitive threat, but rather as an opportunity to radically expand our gaming ecosystem and engage with players through more touchpoints?
To be successful, gaming companies need differentiated ecosystems that are part of the ever-evolving community, interaction, and gaming world.
Developers are defining the evolution and future of digital experiences. This responsibility (both for players and for the industry) needs to be taken seriously, as it will impact everything from user engagement, retention, reputation, bottom line, and more.
How can this be achieved?
We posed this question to the various project leaders at Scopely, including Massimo Maietti of Monopoly Go!, Naz Amarchi of Stumble Guys, and David Eckelberry of Star Trek Fleet Command.
This article synthesizes their key insights.
What is an ecosystem
The gaming ecosystem offers multiple levers for online interaction, such as Facebook groups, Discord servers, and regular company-hosted online events, all designed to foster a community of players who can engage anytime, anywhere, and in any way. Ensuring that community engagement is accessible helps put it at the heart of the gaming experience and keeps players coming back on a regular basis.
In fact, this philosophy has led to the active participation of more than 100 million players in Scopely games every month, and has laid a foundation that extends beyond "in-game interactions" to real community connections.
We believe that community-based experiences are now more important than ever. Game developers are learning how Xi integrate the gaming experience into the lives of their players, offering cross-social, cross-platform features and new content that opens avenues for joy, expression, and authentic connection. All of this together fosters brand loyalty among players and fosters a sense of belonging.
Establish a social mindset from the beginning of the project
Most game makers understand the power of social media after a game's release, which is why social platform integration should be considered at the earliest stages of the development process.
Our team built Monopoly Go! with social interaction as the driving factor behind the main feature, carefully creating a loop between platforms inside and outside the game.
For example, the in-game sticker collection campaign directs players to a vibrant Facebook group (over 5 million players) that connects them with other players who want to exchange duplicate stickers, and then brings users back to the game to exchange with new friends. Moderators also post dice giveaways daily through Instagram stories to motivate players to follow and give them a reason to return to the game in time.
Monopoly Go!'s in-game community events have dramatically boosted engagement both inside and outside the game. They also add a collaborative element to Monopoly Go!
Through these campaigns, we've observed a 100% increase in player playtime and a 74% increase in new installs through friend invites. This highlights the incredible results that can result from developing gameplay with a focus on player socialization.
Make sure your social channels really have a social component
This may sound simple, but the gaming channel can't be one-way. Instead, social channels need to be forums for meaningful connections between players, and developers can help encourage that connection.
For example, on Discord, the Monopoly Go! server is a social hub for players, many of whom are new to the platform. They join because they crave more peer-to-peer interaction, and the Discord server is an important part of the game's social ecosystem, making it easy to chat and connect.
The server is also an opportunity for developers to further develop player engagement. For example, the moderators of the Monopoly Go! server asked members to share their favorite songs while playing the game, and then created a Spotify playlist called "Musicopoly".
On Facebook, there is not only an official Monopoly Go! group, but also a Facebook group moderated by players. These are lively community meeting places where players can connect with friends and meet new ones. They also expand the ecosystem as a discovery platform for new campaign promotion and creator collaborations on TikTok and Instagram.
Personalize the community and play experience
Customized gaming experiences provide an inclusive ecosystem for a variety of different audiences. "Gamers" are a collection of many different subgroups, each with different expectations for the experience. We need platforms that give players the opportunity to connect and interact with a variety of communities.
For example, by working directly with community members to provide them with exclusive access to new content, Stumble Guys has become an independent social platform.
Community members share this content with their friends and followers, inspiring participation from a wider group of players. Promo codes give the community a way to share revenue and make them feel a stronger sense of belonging in the Stumble Guys experience.
Partnering with brands, intellectual property, and creators is a way to continually inject new experiences into your game and give players moments to rally. For example, Scopely has partnered with Barbie, NERF, Hot Wheels, and MrBeast to introduce new features, mechanics, and real-time activities in Stumble Guys.
Stumble Guys' "Custom Party" feature lets players who don't have a lot of fans shape their experience. They can start a private party with anyone, anywhere, and enjoy the game the way they want, allowing communities of all sizes to socialize and play in their own way.
Break down barriers between players
The gaming industry is largely segregated at the moment. Although the community has grown and tends to converge, there are still clear differences between casual mobile and PC players.
Today, it's critical to create games that bring together diverse demographics for a cross-platform experience anywhere, in any way. For example, Scopely's PC version of Star Trek Fleet Command, launched in 2021, allows PC and mobile players to communicate seamlessly without barriers.
Now, more than 15% of monthly active users are brought by the PC. In a game where more than 90% of players join alliances (guilds), cross-platform play builds a unique social bridge between the PC and mobile communities.
The Star Trek team also organized an in-person meet-and-greet to commemorate the game's fifth anniversary, celebrate all things Star Trek-related, and create a meaningful social experience for the most loyal fans.
Overall, finding the balance between building a game and an ecosystem isn't always easy—it requires a thoughtful approach, combined with bold experimentation.
A thriving social ecosystem is a dynamic medium that enhances the player experience, fosters meaningful connections, and serves as a bridge between experiences inside and outside the game. These ecosystems allow players to return regularly after the launch of the game and continue for many years.