If you’re wondering why Hasbro is going digital games first, the conversation below will provide you an important part of the answer 👇
How did Monopoly GO make $3B in revenue in just one year? The Head of Licensing at Hasbro, Eugene Evans, breaks it down as follows: 🧐 Monopoly is already a game that people understand The first time user experience is a lot smoother because almost everyone has played Monopoly before. With less mental effort to learn a new game, Day 1 retention increases significantly. 🗣️When a friend says they are playing a Monopoly game, you are far more likely to give it a try With most games you have to explain how a game works, but if you say that you’re enjoying a Monopoly game, your friend needs little explanation to try. Now a social activity, this network effect results in higher Day 30+ retention. 🃏 The Monopoly brand attracts non-gamers who are willing to play. When, for example, Disney licenses a game, one has to ask the question, "Well, what's the game?" They may instantly recognize the IP, but there is no inherent understanding of the premise or rules of the game itself. Conversely, Monopoly is both an IP and a game that has been attracting players for decades. So when people see an ad for a Monopoly game, they immediately have an idea of what the game is, significantly lowering customer acquisition cost. 🎯 Over the last 12 months, Hasbro, the IP owner of Monopoly and Dungeons & Dragons has become the top IP licensor in video games thanks to Monopoly Go! and Baldur's Gate III. This suggests that toy and board game brands might be the most valuable license in video games right now. In my latest Naavik episode, we dive into Eugene’s approach to overseeing the multi-billion dollar success of licensing Scopely's Monopoly Go! and Larian Studios' Baldur's Gate III, and explore Hasbro's future in video games. Full interview in comments!