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“It wasn’t just about engagement,” he said. “It was about belonging. When you’re playing against your real-life connections, it adds another layer of excitement.”

That sense of connection proved incredibly sticky. Players not only came back to collect bonuses or spin the dice—they returned to compete, prank, and bond with people they already knew. Today, more than 10 million users log in daily, making Monopoly Go! one of the most-played mobile titles in the world.

The game’s monetization strategy follows familiar free-to-play practices—players can spend money on dice rolls, boosts, and cosmetic upgrades. But Ferreira said what set Monopoly Go! apart wasn’t its revenue model, but how well it retained users.

“We’ve seen the best long-term retention curve of any title we’ve ever launched,” he said. “And that’s largely thanks to the social dynamics. People don’t want to miss out on what their friends are doing.”

This kind of sustained engagement has become increasingly rare. Following the boom in gaming during the pandemic, many titles saw steep drop-offs as users returned to pre-2020 habits. But Monopoly Go! kept growing, in part because it was built for the current reality—a world where entertainment is social, snackable, and always evolving.

To keep up, Scopely treats Monopoly Go! as a live service. The game receives frequent updates, themed events, and technical tweaks—all guided by player data. Ferreira describes this ongoing optimization as essential in today’s attention economy.

“You’re competing not just with other games, but with TikTok, Netflix, sports, and everything else fighting for time,” he said.

In 2023, the game’s performance helped ease the $4.9 billion acquisition of Scopely by Savvy Games Group. And with the recent $3.5 billion purchase of Niantic’s gaming unit, Scopely is betting big on expanding its mobile dominance even further.

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